How should you pick a Brand name for your niche Business or Product and will it give you the image you deserve? Follow our 10 step plan and you’ll have a name to bring your niche business and products to life that you can be proud of!
Avoiding Problems Up Front
The key problem faced by most businesses is that they pick a name for their products or business based on names they like from other products or simply choose names from their family, hobbies or pets.
The main problem with such a casual approach is that it often results in a brand name that works purely by accident so it’s always best to follow a proven series of logical steps that ensure your new name works across legal, design, accounting and customer requirements.
Here are the first 5 of our Top 10 Tips to get you creating a name worthy of your business – quickly, cheaply and easily.
Step 1 – Matching your market
When it comes to the naming style and character you select for your name there are three classic options to choose between:
1) Traditional Direct
This is the most common approach and will result in you having a Brand name that directly describes your product or service and your name. For example,
Rudy’s Baseball or Greenspan Financial. As this is the oldest and most traditional approach this style of naming normally works best for more traditional companies or products that operate in more cautious markets.
2) Quirky & Modern
A more recent and very popular Brand naming style is to use a name that is more quirky or different to suit the modern social media world. For example, Surf Shark Shack or Mandy’s Maples or CandyDan. These sort of names are very popular with designers and young PR staff and normally work best for younger, more trendy businesses and products or those which are trying to stand out from the crowd in a social media savvy world.
3) Abstract & Different
For those looking to have a name that is unique the abstract approach works well. This involves creating a brand new word or mashing together existing words to make up a new one. Each name means very little but stands out simply
because it’s very different. For example, Andromedix, Frinski or Dalberry are all names I made up when writing this article.
Step 2 – Honesty is best
As humans we like what we know and a lot of people make the mistake of choosing a Brand name that make their business sound bigger,
better or more professional than it actually is. Thanks to the growth of Social Media in the early ‘noughties’ customers aren’t taken in by such stunts any more and over inflating a business will do more harm than good.
So if you’re a small business try and avoid using the words like these
in your company or product name:
You should also avoid using words that suggest you have connections to
government, famous brands, charities or even royalty as this will only leave you facing a court case and a whole heap of legal fees.
However, there are plenty of smart and honest ways to make your micro business and product range look bigger than it really is without trying to deceive your customers and we’ll be sharing some of the best tricks and techniques in other articles.
Keep an eye out for more articles on branding as they are published.
Step 3 – What does that look like?
When you come up with a name you like you need to think how it will look in
all forms of design. You might only think ‘logo’ but what about a name and logo
that works as a banner, page header, business card, presentation stand or
You might think web only but do also bear in mind the print world for when you want to promote your business and products in other ways. Having a
name and logo that only works online may limit your growth in the future.
Step 4 – Stick or twist
Whatever type of name or logo design you end up with, the golden rule is that
it must be memorable, simple and easy to stick in the mind of customers. If you
have a gray, unexciting, non decriptive name you’ll find it that much harder to
be seen and heard.
So draw up a short list and see which names stand out and which fade into the background. ONLY pick the names that give you a chance to stand out from the competition otherwise you’re going to be putting obstacles in your path that really don’t need to be there.
Step 5 – It means what?
If you do go down the route of choosing a name that is unusual and open to interpretation you’d better check it doesn’t fall foul of the ‘translation curse’. If you come up with your perfect name you need to be sure that in another language it doesn’t mean something rude or offensive. Why? Well there’s a famous example of a company that chose a Japanese sounding name for it’s range of TV products only to find out that the name used was that of an infamous war criminal (ouch!).
I always find that the quickest and easiest way to check out your intended
name is to use a free online translation tool to see what your name means in major languages.
At Dr Nitch we use www.google.com/language_tools?hl=us
One final thought – be careful that when your chosen name is put together in a domain name with no spaces your innocent domain name doesn’t look rude. Famous examples of this mistake include ‘Pen Island’ and ‘Antiques Experts’.
In part two of this article I’ll cover more proven top techniques for choosing a Brand name for your niche business and products.