An Easy Guide to Naming Your Business
Selecting the right business name can have a long-lasting impact on your company. The best business names stand the test of time, staying true to the product through both internal and external changes. One of the questions that many business owners ponder is whether to name their business based on a keyword match. The jury is still out on that question, but there are other factors to consider when making that decision.
Choosing a Business Name
Think of some of the top business names. Amazon, FedEx, Pepsi, Ford. These names are instantly recognizable, and almost everyone can tell you what products or services these companies offer. For larger, more established businesses, there is no need to include a keyword that describes exactly what the company does. For many years, the name "Amazon" would immediately evoke images of a rainforest complete with fauna and wildlife. Now the first thing people think about is cheap books, free shipping and streaming television. In some cases, creating an instant household name is all that you need for an iconic business name.
Descriptive Keyword Business Names
Pets.com, Bed Bath & Beyond, and Toys R Us all use keyword descriptive business names. With a keyword-centered business name, consumers instantly know what your product or service does. Keyword business names work well for startups and new businesses that want instant recognition. The one drawback of these names is that they don't provide any information about how your company operates or the tone of the company. Is Pets.com a consulting firm for veterinarians or a pet supply company? Does Bed Bath & Beyond sell renovation supplies or bath towels?
The biggest benefit of keyword business names is that they work well in search. If your company's name is Boston Bagels, anyone doing a search for "bagels in Boston" will be directed to your website. A person searching for diapers online would find diapers.com at the top of search engine results pages. This saves you effort when planning your search engine optimization strategy. It also makes your company's name more memorable to potential customers.
Evocative Business Names
Some business names evoke certain feelings or impressions in customers' minds. Twitter is one of the best examples. The company, whose logo is a tiny bird, is a platform in which users can use short phrases to share content. This evokes an image of a tiny bird "tweeting" out a series of small chirps.
If your brand conjures up certain feelings in the mind of your consumer, you will find it less work to market your company. The brand name will essentially market itself.
Be the Master of Your Domain
When it comes to domain names, shorter is better. Names like cruises.com trump names like joesoceancruises.com. Many business owners find, however, that the shortest domain names have been claimed. Finding a short domain name isn't impossible, it simply means that you have to get creative. Some companies invent new words---think Zynga, Roku and eBay. Others use premium domain extensions like .biz, .fashion or .co. Customers are becoming more familiar with these domain extensions, and are comfortable typing them in. By using these unique extensions, you have far more choice in the name you ultimately choose for your business.
Avoid the Common Naming Mistakes that Many Business Owners Make
One of the biggest mistakes that many business owners make is including too many people in the naming process. The more people you involve, the more their ideas will conflict with one another. This can lead to resentment, alienation and analysis paralysis. Involve as few people as possible, and only those who have a vested interest in your company's success.
Another big mistake is being afraid to take risks. Sure, you can name your business Local Bakery, but why not go bold, innovative and new? Choose a name that has star power and will make your business stand out from the crowd. When naming your company, think long-term. There are a number of businesses who limited their reach simply based upon the name they chose. Selecting the name "St. Louis Cupcakes," will make it hard for you to start selling birthday cakes and cookies. It will also be confusing to customers in Amarillo, Texas who believe that your company only serves St. Louis.
Make it Simple, Make it Stick
The key to naming your business is to make it simple, yet memorable. Avoid creating a business name that is difficult to spell. This means that replacing a "C" with a "K" can confuse your customers. Many of them will simply type the name of your business into their Web address bar. If they can't figure out the spelling, they won't be able to find you. Even though short domain extensions are rare, you can still create a name that works well for both the search engines and your customers. If they can't find your company online easily, they can't buy from you.
Make it Your Own
When you have found the perfect name for your business, make it official. It can be disheartening to think of the perfect name, only to find out someone else has already claimed it. Buy your domain name and copyright your business name, if necessary. Any name that is not copyrighted is up for grabs, even if you think of it first. If you open "Donut Craze" and another business owner later copyrights the name, you may have to select a new name for your company.
When it comes to finding the right name for your business, you will need to think clearly about the customers you serve. Your company's name will shape your customer's impression so it is vital that it serves your business well. Find the right name and register your domain name today.
Feel Free to contact us at 800-899-7990 and one of our domain name consultants will be glad to answer any questions.