How to Name Your Company
Scenario: "Dude, we're selling bikes so we gotta name ourselves Bicycles-4-You. Yay!" Pop-quiz! Say you're starting a bicycle shop. What corporate name makes the most business sense? * a) Bicycles-4-You * b) Jamoka If you chose (b), Ding! Ding! Ding! Correct-o-mundo-mutha-badass. If you're selling just bikes, "Bicycle-4-You" fits fine. But, what if your badass is trying to expand the business -- so you start selling scooters? * Or, tricycles? * Or, Canondale clothing? * Or, triathlon gear? * Or, baby seats? * Or, helmets? "Bicycle" as a company name won't capture your entire product line. Naming your company from a product drives away fresh prospects interested in other stuff.
How Umbrella Names Rock
"Jamoka" above rocks because it keeps people focused on the breadth of your offerings -- acting as an umbrella name. And, if you ever decide to dump your core/original product (bicycle) -- like how Walgreen's did it with ice cream -- you'll still have a relevant name. (See any corporate names with "8-Track" attached to it?) Keep in mind: All products fail/become-unprofitable. Umbrella names then lets your company stand the test of time -- no matter what market conditions dictate.
"But what if my umbrella name confuses people?"
It's the most common question asked, and it's why people still go with product-names-as-company-names. Here's our 2-cent solution: Slap a tagline on the sucka. That's what eBay did (""Whatever it is, you can get it on eBay."), and Amazon: "Earth's Biggest Bookstore" when they started. And for a fresher one, YouTube still uses theirs ("Broadcast Yourself.") The sweet thing with taglines involves its adaptability: As you provide different services/products, you can adapt your tagline to capture what you sell. And when your company attains celebrity status, you won't need that tagline anymore. So how do you find a sweet umbrella name for your company? Four steps we recommend:
4 Steps to Naming Your Company
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Step 1: Coin Your Company Name
If you presented people with two names: (1) Thriving Software, and (2) Thrivati, people would overwhelmingly prefer the latter. People see unexpected names as puzzles, subconsciously compelling them to learn more about your offerings, according to one kick-booty study:Names such as Kermit green (unexpected descriptive) are effective because these names act as a sort of puzzle to be solved, which spurs individuals to consider more aspects of the products - particularly the positive ones. In addition, solving this small puzzle should create positive emotions associated with the product.
Positive, juicy-good effects with a coined name? "Tell me it ain't so!" You-betcha-badass. Coined name: check. Next Step: -
Step 2: Harden Your Company Name
Mamimo vs. Gaboogle. Do this. Go up to somebody and say this sweet thang:- "Mamimo. Gaboogle."
- "Now, can your badass repeat those two names?"
- "Well, I know Gaboogle was the second one."
- "What in the mutha-#@#$^& was the first one?"
- "Manimal?"
- More referrals with greater recall.
- Positive associations with an easy-to-utter name.
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Step 3: Check Your Company Name
With your hardened-coined-sexy name, type the sucka in Google. If your name doesn't mean/sound/seem/resemble something horrible in another language, and it doesn't infringe on any copyrights/trademarks/blah-blah, you got yourself something good going. (You might want to get a professional here just to be sure.) Congrats-to-yo-badass. Check your name: check. Next step: -
Step 4: Move the Heck On
If some dude came up to you in 1998 and told you he named his company "Google", you'd probably kick him in the ass. Names, folks, are overrated. So, don't get too caught up in the process. Pringles had their name in 5 minutes. We got "Trizle" in much less. The magnificently more important thing: Start rocking the world by building your business. That's where you should place all your time, effort, and dedication. (It'll make you sexier too.)
"Wait. Wait. Wait! What if I already named my name long ago?"
No sweat. You have three sweet options:
-
Stick with what you have.
If you're thriving with your name, as the saying goes: Don't fix something that ain't broken. -
Trick-out your name so it's less generic.
You'd be surprised at the different variations you could pull off. We recommend doing this sucka if you named your company after a product. Here's some inspiration from those high-flyers who modified their names to better reflect what they "don't-just-do":- Minnesota Mining and Manufacturing? 3M.
- Federal Express? FedEx.
- Kentucky Fried Chicken? KFC.
- International Business Machines? IBM.
- Apple Computer? Apple, Inc.
-
Do something new.
Altria used to be Philip Morris. They're still kicking Wall Street butt. Your customers will react positively to your name change -- provided you're providing good services to them. And if you want to lure in prospects who know you through the old name, do the gradual shift in naming-changing: Stick with the old name, and then as you have them as a customer, present the new name. As always when you're deciding on your new name, we recommend the coined-hard-sounding-sexy names.
Good luck!
Coined, hard-sounding, sexy names rock.
Read More Business Tips From Trizle »
63 Comments
on How to Name Your Company
The Trizle Team
2007-01-11 07:26:17 UTC
By the way, if you (yes you!) need any company name consultations, we're happy to help you in any way we can. Just let us know!
Hendy Irawan
2007-01-12 05:32:16 UTC
Wow... a rocking article!
I just wonder which one rocks better, Trizle or Trizoko? ;-)
(or Andrew Trinh?) :-P
The Trizle Team
2007-01-12 06:09:26 UTC
Hi Hendy,
Haha, which one would you prefer?
Thanks for your compliment, man. You rock, as always, Hendy!
Hendy Irawan
2007-01-12 08:28:08 UTC
Trizle, Trizoko, Trinh........... A trinity?
I'm curious that all 4 of the above words (plus 1 bonus below), starts with "tri".......
mutha-Triffic!
Hendy Irawan
2007-01-12 08:30:05 UTC
It may be a coincidence that you didn't happen to put ballooned texts over the semi-grayscale photo illustration....
...or I would have mistaken at first glance that you have recruited Kathy Sierra as one of trizoko's authors. ;-)
Erin Blaskie
2007-01-13 14:50:41 UTC
I totally agree with this naming system... When I started my virtual assistance business, I wasn't sure which direction I was going to go in so I called it "Business Services, ETC." My tagline? "Giving Business Owners Freedom by Managing the BS, etc." I played on the name and came up with something unique but that could also encompass many things - any service related to business.
Yay! It's great to see someone blogging about this because it only solidifies what I thought I knew when I launched my biz (and getting a virtual pat on the back always rocks!)
Around the web | alexking.org
2007-01-14 09:24:17 UTC
[...] How to Name Your Company [...]
Jim Blood
2007-01-15 08:53:37 UTC
From 1987 to 1990 my son and I using "Basic" program as a random generator on our Mac Classic 512k, to create names based on random characters. We were paid based on names submitted to a Dallas ad agency that had a naming division.
Since this generated an endless number of "names", I went through the list culling out those that met a lot of your above criteria. I then submitted the list. The agency would take this output ,test the names, perform due diligence and if the name met all criteria, it would be used. Many of your above steps were done after we came up with the random generated names.
Andrew
2007-01-16 06:07:24 UTC
Hi all. Great entries. I'm running low on time, so I'll try to respond ASAP when I get back to my office. Have a great day, y'all!
Hendy Irawan
2007-01-16 18:58:08 UTC
Mr. Blood,
Wow... Naming division? In an ad agency? That develops a program specifically to create names?
I never thought that there are people who dedicate their lives (and/or businesses) to make names. That's something you don't hear every day. :-) Although, there are literally thousands of books written about (human) babies' names.
:-)
Who Makes You Think (Update # 1) at Disruptive Thoughts
2007-02-05 23:11:25 UTC
[...] Here’s some quality posts from Trizle to give you an idea of their style - pairing good content with an edgy (if not at times tiring) delivery to communicate strong points. “How to Name Your Company” - Coin, Harden, Check, Move on. [...]
Catherine
2007-02-23 12:47:03 UTC
Hi Guys,
I think our company needs a new name. Acquired a website design & development co. with an initial bad rep - and poor finances - mainly due to cheap customers who asked for everything but didn't want to pay anything. So, I got rid of them and now am targeting the not so cheap - Gov Entities - Next step: Name Change -
Can you help ..?
Thx!
Catherine
Holger
2007-03-12 20:34:38 UTC
Looking for some help with a name for my company, any thoughts.....words that describe the company are:
custom on-line assessments, knowledge gaps, confidence, gap analysis, unconscious competence vs conscious competence
Andrew
2007-03-26 06:23:39 UTC
YAY so nice article got my name in just a moment after reading this thing :)))
Music portal and comunity and stuff name = MySound
mohammed jawad.n
2007-04-17 06:38:52 UTC
hi...i and my friends want 2 start manufacturing drag bikes..........so we wanna keep good and rocking names...we hav decided to keep......... velocity or power...................but these r used names................so i want new names...
sanjiv
2007-04-21 22:48:16 UTC
i want a company name in car finance,personal loan and general insurance fields. we are deal in car loans, personal loan and general insurance.
Brian Powell
2007-05-07 07:49:29 UTC
I have to say that this is indeed all the things that go through my head all day as I try to name my company. It's on time! I once heard from a business man "it's not the product you have, it's how you market it". Thats dead true and it starts with the name.
Anonymous
2007-05-08 15:27:12 UTC
I need help naming a real estate investment company that transforms apartment communities, manages relationships, and delivers value.
Rose
2007-05-26 13:44:02 UTC
I need a company name in ISP which is connect the internet with normal people & company also.So plz tell me some name which will be perfect for my business...Thnx
Clint
2007-06-26 12:10:04 UTC
I run a small IT service business - I purchased the company and name 3 years ago. We have not updated the logo or website since. Things are going well to date, but we are in the process of a major company reorganization. We are changing our buiness model from that of a 'reactive service provider' to a proactive managed service provider. We will continue to serve the Small Business Market, with a target of about 20 to 50 users. Part of this project is to change our image. When I hear the name name I think of small time bill joe bob's bait tackle and computer shop! We need a new name - Help!
Great acticle by the way....thx
Daniella
2007-06-29 02:12:31 UTC
I would like to name the canteen into our company. Our company is a pay-tv (tv station) with many tv channels with various themes. Our products filmnet and NOVA. Any ideas?
Dominic
2007-08-05 18:02:51 UTC
Excellent article, informative and exciting read to the very end due in part to its frank tone and funny pats on my badass. I would like a name plz for a company that would basically draw utility routes example telecommunication / electrical cables aerial or underground and its respective infrastructure
Jeffinator
2007-10-09 17:56:47 UTC
I was searching for a name for my company and google pointed me to this page. I totally feel the same way about naming a company. I've been running my computer business as K2 Solutions for the last 5 years, and I'm starting a whole new advertising campaign to really go after clients and have decided I want a new name, but I'm having trouoble with something that sticks. Any ideas anyone, I'd love for anyone to post a name they think rocks! Remember I'm a computer and network sales and service company that supports anything and everything that has to do with supporting a business' network... Any ideas, please!
khalid
2007-10-29 12:08:30 UTC
i want name for my new company selling diferent education/Training courses on the internet also helping others how to make money ... can you help me please!
queen ehirim
2008-04-29 15:50:35 UTC
I NEED A COMPANY;S NAME.FOR A CONTRACT N A COSMETICS COMPANY
Danyle
2008-05-20 21:30:48 UTC
I loved your article about naming your company. I am completely at a lose on the name of my company. I love catchy, fun and very memorable names but can't seem to come up with one. The current name is NOW, Marketing, Advertising & PR but it doesn't really represent the company I want. The original name is the first initial of former business partners so it made sense then. I am working alone now. Currently I work on Creative Marketing Solutions including brand strategies, sales strategies, promotional campaigns, advertising. I really want to move into a niche of developing marketing & fundraising campaigns, strategic alliances and awareness programs for not-for-profits organizations. Can you help me to develop a name? I thought about brandology but it's taken. Thank you
Anot
2008-05-30 07:11:04 UTC
Hi,
I am thinking of opening an afro carribean hair salon in kingston and i would like some ideas on names please.
Andrew
2008-05-30 07:13:15 UTC
Hi guys, make sure you post your requests in our Congregate forums so we can answer your question for you. We'd love to help you name a company.
Please click on "Congregate" in the top-right navigation link, post your details, and we'll answer 'em for you :)
Nokwanda
2008-06-27 09:39:29 UTC
I'm starting an events and communication company, please help with a name.
Ashish R Gadia
2008-07-04 02:07:17 UTC
I'm looking for a catching company name (URL .com available) which has my personal identity (name/surname initials or letters joint to my line of business i.e. environment).
Our line of business is in providing
environmental solutions/products related to natural resource conservation and pollution control.
Thanks in advance for your reply.
wayne gay
2008-07-10 13:27:11 UTC
it will be double glazing and window repairs gutter and facia cleaning and repair.
gautham
2008-07-20 13:47:52 UTC
hiiiiii friends
'm starting new multimedia institution, please help with a name.
Thank u
Clarie
2008-07-22 00:15:43 UTC
i'm starting an agricultural company...
please help with a name...
Thanks a lot....
sach
2008-08-18 01:17:37 UTC
i'm starting an software service center please help with a name...
Thanks a lot....
fiona
2008-08-20 01:26:02 UTC
I LOVE THIS SITE, jokes i think it sucks
Robin
2008-11-06 13:41:08 UTC
We're launching a baby company- right now we have one product- our main item. That item has a name, but we want a funny and catchy- not cheesy or flowery company name. Any suggestions??? Thanks!
Jewel
2008-11-16 03:51:53 UTC
We are trading house and exporter of readymade garments from Bangladesh . We need a nice name .
Jean
2008-12-06 04:58:14 UTC
I am looking for a Universal nale for a Company that can be used in different fields..like
Virgin Airways
Virgin Atlantic
The Company will be focusing in Fashion stores, developer
Anonymous
2008-12-08 08:09:53 UTC
Rohan
2008-12-08 08:11:50 UTC
I want to name my company. We are into recruitment, executive search, headhunting. New generation recruitment.Please suggest me a name.
Sundari
2009-01-21 10:29:39 UTC
opening cleaning services wanted my company name to start the name B R or K
Xenios
2009-01-22 14:16:15 UTC
This article totally looks like it was Barny talking, i was expecting a 'suit up' any moment! Anyways great article whoever wrote it. I am trying to name my company but i cant find a name ( its a virtual tour company) I was interested in something like del.icio.us (something attractive to someone) If you can help me i would be glad.
surya
2009-02-11 11:42:29 UTC
i want to start a export business but i'm confussed to choose the name,could you suggest a name which suits my business.
surya
2009-02-11 11:43:20 UTC
Cristian
2009-02-11 20:19:51 UTC
Before start looking for a name, just make sure you have enough clients that will help creating this name. A company is not just a name. Often the initial name will not be appropriate to the whole business.
Nevertheless, it is a sweet article.
jaison dany
2009-02-27 09:26:49 UTC
I am thinking to start a new archit office in bangalore please help me to put a good name for my compeny
SHIVANGI
2009-03-04 09:35:49 UTC
I WANT TO NAME MY COMPANY STARTING WITH LETTER T , WHICH SHOULD BE VERY MUCH PROFESSIONAL AND EASY TO SPELL
Naina
2009-03-06 12:38:22 UTC
I AM THINKING TO START A COMPUTER SALES & SERVICE SHOP WITH INTERNET BROWSING. PLEASE HE ME TO SELECT GOOD AND EFFECTIVE NAME. PLEASE PROVIDE NAME LIST.
Geoff Mickelson
2009-03-12 18:37:47 UTC
We have a company that has been established for several years,it is named R&G Electric. We have added serveral services thru the years and now we want a name that reflects the additional services that we now do. We have added plumbing, HVAC, grain bins, steel buildings, mason work, electric motor sales and service, and machine shop service. Please help us to determine a good name. geoff@hawkeyemaui.com
lutaaya
2009-04-06 09:18:33 UTC
we are starting acompany to handle events and promotions pliz find us aname
nirav j vaidya
2009-04-07 09:00:50 UTC
I WANT TO START A COMPANY RELATED TO GARMENTS AND OUTSOURCING TECHNOLOGY I WANT A BRAND NAME RELATING NIRVANA
nirav j vaidya
2009-04-07 09:01:12 UTC
victoria suominen
2009-04-13 20:48:39 UTC
Who are you dopes asking other people to name your business? If you aren't imaginative to think of a name, how on earth do you expect to drive sales or service, make a product, and deliver it?` If you want a good business name and you really can't think of one, then hire a marketing consultant. Why should anyone name your business for free?
victoria suominen
2009-04-13 21:05:56 UTC
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Jen
2009-04-25 17:33:37 UTC
I really enjoyed reading your page. Very insightful and entertaining. I like it straight and I got the point. Still hard to find the right name. I am just being really picky.
kolanthan vanaissen
2009-05-04 10:33:17 UTC
i want to name a company
please help me
van.kolan@yahoo.com
ashok
2009-05-11 14:30:36 UTC
hi i am starting an advertising agency i want to name ny company can i get few names plzzzzz
my id ashu3646@yahoo.co.in
Alfred
2009-05-21 10:43:59 UTC
hi i am starting a company i need a Universal
name sutable for multy brands pls help me to get few names my id richard57al@yahoo.co.in
harry
2009-05-25 06:26:01 UTC
hi iam going to start business listing portal please help me 2 find a spark name for that portal. i want awesome name .plz send ur reply at hdhillon65@yahoo.ca thanks
anthony
2009-06-09 17:50:29 UTC
i found a great post about how to name a company/product here: http://onthebutton.wordpress.com/2009/06/09/10-ways-name-your-company-product/ it's written by some naming/branding guru's and well worth a read.
Robin
2009-06-25 17:47:46 UTC
Whats in a name...?
If you are good at what you do...people will remember you.
Just keep it short and simple.
antony
2009-06-30 15:31:54 UTC
hey i am starting a new web development company but I may move on to other softwares too. So could you please help me get a catchy name ?
my email id is antonyouseph_cmrit@yahoo.co.in
macca
2009-07-03 21:18:01 UTC
hi, we have a company name but are looking for a cool consumer brand for a range of products geared for 'Connected Life' - wireless, storage, accessories etc - really struggling, how can you help please?
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