Choosing a name for your company is a big deal. As the founder, this business is likely the culmination of years of effort, experience, and risk. Your own name will be attached to the company and often said in the same sentence.
If you’re curious how today’s business leaders came up with compelling names for their companies, we’re here to provide some insight.
Make it Pop
True business pros know that naming a company is a calculated decision like anything else. It requires market analysis and a readiness to compete in crowded industries.
“Naming your business is an analytics game,” said Ryan Solomon, CEO of Kissmetrics. “You want your product or service to pop and not fall void into the heap of competitors. Personalize your business name so that it fits within your mission statement and the field itself. You don’t want the name to be off-putting, but you also don’t want it to be mundane. Spice things up and mold the curiosity of your potential customers.”
Step back and be objective about naming your brand to make the best call.
Target an Audience
As more brands flood the internet, you’ll need to be more intentional about the people you intend to target with your products and services. Who are these folks and what are their values?
“When you go to name your business, you should always keep in mind the demographic you wish to target,” said Kamron Kunce, Senior Marketing Manager at 4Patriots. “If you can catch the attention of your target audience then you will be able to draw in sales solely from the curiosity that is manifested from your name. A name needs to speak for itself and give everyone a taste of what your company’s mission statement is.”
Some brand names will be polarizing, but create loyal audiences as a result.
Draw Them In
Attention spans are shortening by the year, and the name of your company needs to be memorable to stand a chance. Capture attention right off the bat.
“Your company name should be snappy and easy to remember,” said Chris Gadek, Head of Growth at AdQuick. “People tend to get caught up trying to come up with a name for their company, but it shouldn’t be all too difficult to come up with something that can draw in customers. AdQuick is extremely simple. We want people to see the simplicity that our company offers to make your ads available to consumers. This snappy name makes it easy to remember while also giving you an idea of what we do.”
If the name communicates additional value, that’s just a bonus.
Product-Centric
Some of your favorite brands are inseparable from the products they stand for. Think about that famous tissue brand or a cravable candy that has no competitor.
“Your name should tell your potential customers exactly what you are offering,” said Melissa South, SVP of SwingTie. “That is the approach we took at SwingTie. Just from our name, you know exactly what you are getting. There is no confusion or extra information needed. The simplicity makes it so that customers are not scared off due to confusion, but instead welcomed by how quickly it is to understand what your business is and what services or products you offer.”
If your brand name becomes synonymous with a stellar product, you’ve already won!
Part of a Community
Everyone wants to feel like they’re part of something bigger, and these days, people find that sense of identity with the brands they choose. Consider this when picking a name.
“Your company name should be what entices people to be a part of your community,” said Joshua Tatum, Co-Founder of Canvas Cultures. “Canvas Cultures is a name that embodies our mission statement. Through the art we sell, we wish to give a platform to all cultures to express themselves through art. Our name is not misleading or does it pretend to be something that it is not. Two words are all we need to explain exactly who we are.”
What brands do you connect with on a personal level, and why?
Don’t Overthink
When starting a business, you’ve likely got an endless to-do list. Have some perspective and remember that picking a name is not the most important thing on the agenda.
“When you name a business, it feels like the most important aspect of starting a new company, but often, it doesn’t make a difference,” said Ben Cook, Jr., Esq., Vice President & General Counsel Cook Digital Corp., and Printed Kicks. “If you’re too creative, you can lose the context of what you do. The name is not as important as what you actually sell. It’s just important to receive the right website traffic. People will eventually associate your brand with what you’re advertising. We’re called Printed Kicks because we started by selling printed shoes. We now offer other apparel items, flags, drinkware, and decals, etc. but still have our name.
At the end of the day, your products and services will be the main attraction.
Colloquial Name
Is there a fun, friendly way to talk about the products you provide? Slang and pop culture is a big part of business these days, so don’t discount these kinds of names.
“The name Saucey derived from alcohol being commonly referred to as ‘sauce’,” said Chris Vaughn, CEO of Saucey. “When coming up with the name, we wanted something that was simple, yet marketable. We’ve had a lot of success in selling ‘Saucey’ on t-shirts and other merchandise outside of our usual sales. It’s a fun word, people enjoy saying it, and it stays in your head.”
You don’t want a name to be too esoteric or niche, so make some sensible compromises.
Dual Meaning
Everyone loves a smart turn of phrase, and picking a name with a dual meaning can make everyone feel a bit more clever. If you’ve got the opportunity to do so, take it.
“My co-founders’ wife thought of the name,” said Derin Oyekan, Co-Founder of Reel Paper. “We wanted a name that was simple, but catchy. It had to be something consumers would remember. It also needed to fit the products we were selling, which with toilet paper and paper towels isn’t always easy. Since toilet paper comes on a reel, we thought it was the perfect name. It also fit because my co-founder and I wanted to make a product that could make a ‘real difference’ when it comes to making the world a better and more sustainable place and our toilet paper and paper towels are biodegradable and are wrapped in an eco-friendly plastic-free box that is recyclable.”
Think about which brand names you appreciate that have more than one surface-level meaning and see what you can come up with for yourself.
Proud Founders
Some of the noblest brand names are simply a reflection of the founders. These are relatable and wholesome names that stay with you and create a connection.
“The business is named after the founder – MaryRuth Ghiyam,” said Scott Rosenberg, CRO of MaryRuth’s Organics. “She’s a certified health educator, nutritional consultant, and culinary chef. She and her mom created it in 2014. She used her name for the business because she’s passionate about giving supplements to people that she would feel great about giving to her own family.”
If you don’t want your own name in neon lights, maybe there’s someone in your life who inspired you to start a business and deserving of the honor.
Inspiration from Nature
All the great writers and philosophers found truth in nature, and this is where they got their best ideas. The same principle applies when coming up with a name for your new company.
“During a trip to Japan, I found the most beautiful does (deer),” said Jason Wong, CEO and Founder of Doe Lashes. “I remember being struck by how long and beautiful their lashes were, which inspired me to start my own line of eyelashes. The lashes that I create are not only natural-looking, but they accentuate the beauty of peoples’ eye shape when they wear them, just how the lashes of Doe’s capture their natural beauty.”
Maybe it’s time to close the laptop and get out into nature to find that revelation?
The Reason Why
Your company mission tells customers a lot about what you stand for, so find a way to turn that mission into a simple phrase to remember.
“Naming your company should be a delicate process yet not overthought, so long as the name is simple, memorable, and at least somewhat related to the product,” said Abe Rahmanizadeh, COO of Leafwell Botanicals. “In our case, there are many CBD companies, so using ‘CBD’ in our name is not necessarily important as much as why we sell CBD – to help heal stress and trauma.”
It comes down to a simple question – why does your company exist?
Promises Kept
There’s a hidden message in every brand name, communicating a promise to customers and an obligation to provide a certain outcome. This concept applies across the board, and once you see it, it all makes sense.
“Our company name speaks for itself – we do not guess what will work or not work with people’s skin and we do not make any promises that we cannot prove,” said Ming Zhao, CEO and Co-Founder of Proven Skincare. “We have measured through scientific research which formulas work with which skin types, and we use artificial intelligence to expedite the process of creating these formulas. We know that our results are backed by PROVEN scientific facts, so we do not hesitate to present exactly what we do and how we do it in the name of our company.”
Deeper Meaning
Have you come across a word or concept in your life that offered inspiration, joy, or just a better sense of understanding? These simple discoveries translate well to great brand names.
“The word cosmos is another term to be used for ‘universe,’ and vita is Latin for ‘life,’” said Mary Berry, Founder and CEO of Cosmos Vita. “The main message of our brand is that your life matters! This is the driving motivation behind our goal of keeping people healthy and happy through the wellness advice in our blogs and through our organic gummy vitamin products.”
We’re not saying to go full Tarot deck or astrology chart here, so keep it accessible.
Combined Effect
Maybe you don’t want your name plastered on billboards, but you can mix it in with another word or phrase to make a statement without going all-in.
“The name Kayezen is derived from the word Kaizen, the philosophy of making positive changes for continuous improvement,” said Eric Kaye, CEO of Kayezen. “This concept is our guiding principle: our goal is to help people continuously improve and build resilience at any stage of life. The ability to incorporate my surname, Kaye, into our company name was not a primary goal, but given our devotion to Kaizen, it provided a natural opportunity to blend the two.”
You see this trend across the business world, and it’s more common than you think. Plus, it makes for some cool and memorable brand names.
Perception = Reality
The perfect business name will never rescue you from an iffy product or bad customer service. The same goes in reverse.
“Brand is just a perception, and perception will match reality over time,” said Tech Visionary and Tesla Motors Founder Elon Musk.
If anyone knows about morphing the laws of reality, it’s Mr. Musk.
Sell the Feeling
No matter how rational we think we are, emotion ultimately overtakes all reason. That’s something we need to remember when naming a brand – feelings matter.
“The goal of your brand is to sell people on a feeling, not a particular product,” said Travis Killian, CEO and Founder of Everlasting Comfort. “It should spark some interest and make audiences wonder how they can bring those good emotions into their life. That’s the key to a great company name.”
Go through your list of brand names and consider how they make you feel. This can be a very revealing exercise for you and your team.
Exclusive Club
Companies that produce $1000 dollar handbags and million-dollar cars create a sense of exclusivity based on price alone.
Try applying that principle with your brand name to achieve the same effect.
“The best company names are memorable and instantly recognizable,” said Omid Semino, CEO of Diamond Mansion. “Customers want to feel like they’re part of something exclusive and special. That’s universal, whether you’re selling bottled water, blue jeans, or engagement rings.”
Your company name should have a bit of flair, especially if you’re in the fashion or cosmetics space.
Super Simple
An adjective and a noun – that’s really all you need. If your company aims to keep a pristine, minimal vibe, why complicate things?
“Simplicity is an asset when picking a company name,” said Michael Fischer, Founder of Elite HRT. “When you overcomplicate things, audiences get confused and will likely forget your brand before long. Short and sweet is the best.”
If you’re struggling to put together all the pieces, maybe there are too many pieces to begin with.
Viral Potential
Any brand trying to make a splash on the web needs to be prepared to go viral at some point. In fact, that should be a part of their mission! This is the case for social platforms in particular.
“Don’t hesitate to have some fun with your brand name and stand out from the crowd, especially in the age of the internet,” said Tyler Faux, Co-Founder and CEO of Supergreat. “People are looking for novelty and something they can tell their friends about, so think outside the box.”
Does your brand have a name deserving of shares and likes, or is it not worth a click?
Real Stuff
If you’ve ever stepped into Silicon Valley circles, you’ll know it’s an endless barrage of vague startup names that nobody can decipher. At this point, it’s a joke! Come up with something that actually tells a story about what you do, and the value you provide.
“In the tech world, you don’t want a lot of ambiguity when naming your brand,” said Denis Hegstad, Co-Founder of LiveRecover. “If you can convey what your company does in the name, you get a slight edge over competitors that don’t always make it crystal clear.”
More often than not, a sensible name choice is better in the tech space.
Your Own Name
We’re all running our own personal brands to some degree in 2021, and when naming your company, consider how you’ve handled your own experience so far.
“Personal branding is about managing your name – even if you don’t own a business – in a world of misinformation, disinformation, and semi-permanent Google records,” said Entrepreneur, Author, and Podcaster Tim Ferris.
You may not be the next Tom Ford, but your name will carry weight if you put in the work and keep a clean image.
Try it On
As you narrow down potential names for your new company, keep searching the web and make sure nobody else beats you to the punch. This will force you to get creative and find something truly original.
“Choosing a company name is all about finding one that fits the brand you are creating and is also available,” said Lauren Bosworth, CEO of Love Wellness. “When selecting a company name, start with a Google search to ensure the domain is available. This practice will also give you a sense of what could be related to your new company. When I chose the name Love Wellness, I wanted to choose something that felt warm and in line with the message of self-love that we promote.”
Naming a company is one of the most fun parts of starting a business, so enjoy the process and pick the best one possible. When the name is locked in, the real work begins, so best of luck.