Written by Richard D. Hallock
Brainstorm until you find a meaningful and memorable business name.
Finding the right name for your startup can have a huge impact on your success. The wrong name can do worse than lose connection with your customers, and can actually keep you from overcoming business and legal hurdles. In contrast, a clear and strong name for a startup company can be very helpful in marketing and branding efforts.
Here are 13 helpful suggestions on how to come up with the right name for your business.
1. Avoid names that are difficult to spell.
You don't want potential customers to be confused about how to find your business online. (I've never understood why “Flickr” was chosen as the name for a photo-sharing site.) I don't want to have to keep correcting versions of my name that are misspelled. Masu. Keep it simple. Simple names that are easy to spell and pronounce are more likely to be remembered by your customers.
2. Don't choose a name that could be limiting as your business grows
A name that is too narrow in scope can cause problems down the road. Imagine if Jeff Bezos had chosen the name “OnlineBooks” instead of “Amazon.” Therefore, avoid names like “Wedding Dress of San Francisco” or “Lug Nuts Unlimited.” You don't want to limit your business to a specific product or a specific city.
3. Conduct a thorough internet search
Once you've decided on a name you like, perform a web search using that name. Often you'll find that someone else is already using that business name. This won't change everything dramatically, but it will give you pause.
4. Get a .com domain name
My strong preference is to secure “.com” domain names rather than alternative domains such as .net, .org, .biz, or other possible domain extensions. Customers tend to associate .com names with more established businesses. No doubt someone already owns the .com name you want. However, many domain owners want to sell their name for a reasonable price.
Think of getting the .com name you want as a business investment. You can check the availability of your domain name on sites like GoDaddy.com and NetworkSolutions.com. Also, if a domain name is taken, you can often track down the owner of the domain name to see if that owner is willing to sell it. Use the “WHOIS” tool from GoDaddy or Network Solutions.
Also, be sure to get your desired business name on popular social media sites such as Facebook, X (formerly Twitter), Instagram, TikTok, and Pinterest.
5. Use names that convey meaning
Ideally, your business name should convey something meaningful and positive related to your business. Can people instantly understand what your business is about? Nonsensical names like “Google,” “Yahoo,” and “Zappos” have some appeal because of their catchiness, but these types of names Branding costs a lot of money.
Examples of clear, simple, and interesting domain names include Canny.com, Recuperate.com, Resemble.com, Afire.com, Substantiate.com, Trounce.com, and Administer.com (all owned by me). Is the name). A domain name like “OnlineTickets.com” conveys the meaning of your business and helps with search engine optimization.
6. Conducting a trademark search
Search USPTO.gov to see if you can get a trademark or service mark for that name. Next, decide whether to trademark the name.
7. Conduct a search for the Secretary of State.
Since you'll likely want to organize your business as a corporation or LLC, search the Secretary of State's records to make sure your name isn't confusingly similar to a business name already registered. need to do it. If your name is too similar to an existing name, your registration may not be allowed by the Secretary of State. Your legal advisor can assist you in conducting this type of investigation. (See “15 Big Legal Mistakes Startups Make”).
8. Evaluate whether the name is catchy
Obviously you don't want a boring name for your business, but you also don't want to choose a name that's too “wacky.” We want our employees to be able to say where they work without hesitation. You also want to make sure your name resonates with your target audience. Names like “Computer Services, Inc.” are common and boring, and it's difficult to get a domain name for your business.
9. Get feedback on your name
Come up with 5 or 10 names and ask a friend, family member, or trusted colleague to run with them. Also get feedback from your target audience. Also, make sure the name doesn't have a negative connotation (for example, GM called a new car model “Nova” without knowing that the name meant “don't go” in Spanish). ).
10. Make sure your name sounds right when you say it out loud.
A name that sounds great on paper can sound terrible when you say it out loud. And when you say it out loud, make sure people don't get confused about its spelling.
11. Use available resources to brainstorm names
There are many sites that can help you brainstorm names. It is as follows:
There are also famous branding experts and gurus. You can easily find a lot of information by searching on Google.
12. Check if you are personally happy with the name
You as a business owner will have to use your startup's name for a long time, so make sure you're happy with the name and believe it resonates with your customers. . Take the time to get it right from the beginning.
13. Avoid long names
Long names can be a problem. Domain names can have very long URLs because they are difficult for customers to remember. Some social media sites may have limits on the number of characters you can use in your name.
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Copyright © Richard D. Harroch.All rights reserved
About the author
Richard D. Harroch was a managing director and global head of M&A at VantagePoint Capital Partners, a venture capital fund in the San Francisco area. He focuses on Internet, digital media, and software companies, and is the founder of several Internet companies. His articles have appeared online in Forbes, Fortune, MSN, Yahoo, FoxBusiness, and AllBusiness.com. Richard is the author of several books on startups and entrepreneurship, and co-author of: poker for dummies This is a Wall Street Journal bestselling book about small businesses. He is a co-author of his 1,500-page book Private Company Mergers and Acquisitions: Analysis, Forms, and Contracts by Bloomberg. He is also a corporate partner and M&A partner at Orrick, Herrington & Sutcliffe LLP, and has experience in startups, M&A, and venture capital. He has been involved in over 200 of his M&A transactions and his 250 startup financings. You can contact him at linkedin.
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