How to find the perfect name for your brand, company, or product?

Choosing the right name for your business is crucial in getting your brand's identity out in the public, so choose wisely. 
BRACT Team
February 13, 2022
How to find the perfect name for your brand, company, or product?

A company for most people is their baby. You are investing all your blood sweat and tears into it. Picking a name for your child is no easy task. A strong name makes sure that your customers create a positive bond with your brand that they will come back to your brand for years in the future. Your company's story is encapsulated in the name of your brand. The name you choose should reflect your company's values and should try its best to be self-explanatory

Here's the naming methodology

Naming the company after yourself

This is honestly the easiest way to go. Your name is already chosen for you since you came into this world. Many companies chose this path like Louis Vuitton, Martha Stewart, Michael kors, as you can hear and see, there is a connectivity we automatically feel towards them. If you like your name and think it has a nice tone and feel to it, try to think about the negative and positive aspect before making that important choice. 


Positive aspects

  • Giving your business a personality is simple: picking the perfect name involves working out how to represent your company's heart and soul in just one or two syllables. If you already have a reputation in your industry, naming your brand after yourself will naturally give it the same personality. Or even better, you’ll appear way much more reliable
  • It's simple: You won't have to waste hours, days, or even weeks looking for a title when you already have one in front of you. Using your own name might also make things easier for your audience to remember.

  • It puts you at the center of your company: If you're starting a business where you'll be personally accountable for providing a service to your customers, your audience will often trust a person over a faceless organization.


Negative Aspects

  • It places you at the center of your organization: This can be both a plus and a negative depending on who you ask. Being at the core of your company makes it more approachable, but it also means that you're constantly scrutinized. Your clients and industry will inspect whatever you post online or conduct in public, and if you fail (which won’t happen, we’re sure) you may be way much more exposed.

  • It's possible that your name isn't unique: There's a chance that you and someone else on the planet share the same name. It will be difficult to stand out in today's crowded marketplace if your name is extremely common. You may inadvertently direct customers to someone else.
  • Scaling restriction: It is more difficult for you to grow if you brand yourself with your name. People will form relationships with you, not with your company. This means they may be less trusting of your coworkers and colleagues.

  • And what if your name has ‘connotations’... Please don’t get us wrong, here. We just think, and actually see that we can be easily put in a box regarding our name or origins. We're doing only marketing here, 100%, and we also recommend that brand steer clear of politics. BUT whatever we do, will resonate with people in a different way. And that, we can’t control. Obviously we wish we lived in a world where there was no stigma or stereotypes around cultures and ethnicities, but, what can we do?! Creating a brand is already a hard task, so naturally, we would just recommend to avoid any complications.

Descriptive Name

Your audience a lot of the time is looking for a solution to their problems. Customers will know they've arrived at the proper spot if your name accurately conveys what you have to offer.  Subway, Burger King, and even Booking.com are all descriptive names. Each of these businesses has risen from obscurity to prominence over time by providing a straightforward and easy-to-understand degree of value.


Positives aspects

  • Simplicity and Awareness: Your clients can choose from over 200 million organizations around the world. They won't have the time to spend hours attempting to figure out what your company does, most of the time. For example, if your client is looking for a store that sells home-related products online, they are more likely to go to HomeDepot rather than Wayfair.

  • Simple to locate: It's not easy to come up with brand-new unique keywords and intriguing words. That is why so many individuals seek assistance from companies like Naimeo. However, finding a descriptive name is generally easier because all you have to do is look at your brand's most important terms. 


Negative aspects

  • Wanting to create multiple products: If your company wants to create a completely different product that doesn’t connect to your name it could be a problem to step into new niches and industries. It will create inconsistencies and could confuse your consumers. For example, Facebook had the whole world in shock when they changed their name to META because of the direction it was heading towards. There are many different opinions on if that was a good strategic move or a bad call on their part.  

  • Harder to rank on SEO: On SEO in order to rank high, the more unique name you have the better, regarding being found on search engines. Having a name that directly corresponds to your service could lack originality.  


Original name 

Lastly, you could choose to go the route of naming your company after a word that you came up with, to make your company as unique as possible. When you want to create your own company, chances are you already thought about your services or the services you want to offer, your positioning, your why your added value. When it comes to finding a name that represents all of this, it can be more complex than you think. You have to make sure it won't sound too childish or intense. You have to make sure it's not too long or too short. 

When, we wanted to name the agency, we first went with another name without realizing that we already had so many competitors that had the same name. So, we took the chance to create an original name. After brainstorming for a week, we wanted to find something as unique, as short, and as memorable as possible. That's when BRACT came into being. For the quick explanation, we wanted our main idea to incorporate our kindness and tenacity in the name.  So, that's how we got the combination of BRACT, brands that act. 


Positive aspects

  • Simplicity and Awareness: Your clients can choose from over 200 million organizations around the world. They won't have the time to spend hours attempting to figure out what your company does, most of the time. For example, if your client is looking for a store that sells home-related products online, they are more likely to go to HomeDepot rather than Wayfair.
  • You are free to express yourself: When you create your own unique name you are able to get those creative juice flowing and start brainstorming. It is an opportunity to test your limits and come up with something that you didn’t even know existed and that you connect to.


Negative aspects

  • Harder to remember: When it's unique the downside is that it may be harder for people to remember and feel connected to it. So, when creating your name getting outside input is especially important in this case to see how they feel about it and if they think it’s catchy. 
  • Harder to create the name: Creating an original name could be very time-consuming compared to naming it after yourself and naming it after your service. Needing to sit down and really find the depth and analyze who your brands  message you want to share, could pay off if you are willing to give it the time and patience. 

Steps and tools for naming:  

Step #1: Brainstorming 

The process, of course, starts with brainstorming ideas about what would be a good name for your brand. This is the hardest part, in my opinion, because you have to go from nothing to something. When you already have at least some visions or ideas of what you want, it gets easier. 

Tool to use: Business Name Zone 

With this tool, You can describe your brand in a few words, and it comes up with creative ideas about different name options, with the information you gave them. I recommend creating a list of at least ten other name options. 


Step #2:  Keyword research based on SEO.

SEO can assist you in determining what your clients are looking for on the internet. While SEO tools are most commonly used for advertising and attracting clients to your website, you may use them much earlier to help you identify your company. Try your best to find keywords that are not generic to make you stand out.  

Tool to use: Moz Keyword Explorer

This tool gives you an idea of what your potential consumers are looking for, so you can adjust your company name to meet the search needs or spark fresh ideas. 



Step #3: Availability Check 

Don't get too attached to the list quite yet, because you still don't know if it is taken already. It may not be, but just in case, it's important to check so you will have the proper access and rights you need for your name. 

Tool to use: Namechk

This tool lets you plug in your potential names and check the availability of the domain name or username against almost a hundred different online platforms. 



Step #4:Have fun with it 

This is an exciting time for you and your brand. It's the beginning stages of getting your product or service out there for everyone to see. You might get stuck at times and want to throw your list of names at the wall, and that's ok. Just take a break and come back to it when you have new found energy. Who knows when your name might come to you, it could be in a dream at night or something you saw in a sign. Names aren't chosen in a day. You could very well be content with one name and then think of something better the following week. It's a process, so be patient and have fun!

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