What’s in a Name? Naming Your Company

Karen Milde, CEO and Co-Founder, Reframe Marketing Inc.

When naming your company there are a number of things to consider. A name too common and it will be disregarded without a second thought, too original and abstract and the function of the company may be missed. This can be an overwhelming task, as a name is capable of making or breaking a company. Here are a few tips and tricks to get you started.

Firstly, what do you want the name to say about the company? It needs to be memorable and descriptive, encapsulating your vision and drive. This name has to separate your company from the competition, and be big enough to grow into. This means avoiding common words, taken names, abbreviations, or including geographical names. These can be hindrances in growing and differentiating your company by making it less than memorable, or attached to a certain area. You can be certain to not do these things by checking the trademark on a name before settling on it, or simply searching for a certain name online. If no results come up, you’ve got a winner.

With all of these stipulations, finding the correct wording can be tricky. However there are a number of tools available to help you with this step. Be sure to come up with a list of initial keywords that you would like your name to incorporate. From there, use synonyms to create the perfect combination. Outside help can be vital during this process as it can give a fresh perspective on your objective thoughts. It is important to focus on words that are not too general, and will be easy to market within your budget.

Though this process may seem daunting, by following these steps you will find a name that perfectly suits the mission and potential size of your company.

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