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The Art of Branding: 7 Expert Tips for Naming Your Company for Success

Mitch Avatar By: Mitch | Last updated April 14, 2023

branding plan on a whiteboard


The age-old adage “A business without a name is just a bunch of people in search of an identity” could not ring truer than it does when you consider how important branding your company is. It has the potential to create more than recognition, it also gives customers and clients a sense of trust, connection, and understanding about the product or service that you offer. What do Coca-Cola, Nike, and Google – all iconic brands – have in common? They each understand the art and science behind creating an effective brand name. But what are these secrets? Read on as we dig into 7 expert tips for naming your company for success.sending a branded packgage

1. Understand the purpose of your brand and how it fits within the industry

Building a brand is much more than just creating a visually-appealing logo or catchy slogan. It's about understanding the purpose behind your brand and how it fits within the larger industry. Every brand has a unique story to tell, and it's up to you to determine what that story is and how you want to communicate it to your audience. By clearly defining your brand's purpose, you can stand out from competitors and establish a strong reputation in your niche. Whether you're just starting out or looking to rebrand, taking the time to understand the purpose of your brand is crucial for success.

2. Identify the values ​​you want to communicate with your name

Choosing a name is a significant decision as it reflects who you are in the world. When considering a name, it is essential to identify the values ​​you want to communicate to others. Whether it is strength, intelligence, or creativity, your name should embody the qualities that are important to you. 

It should resonate with your personal philosophy, and leave a lasting impression on those around you. Your name is an expression of your identity, and it communicates a message to the world. Namely, the team at NameStormers says that it is important to consult professionals when it comes to name development since it will help you get the opportunities you deserve. The right name can be the difference between success and failure, so this is something that you should definitely consider.

3. List potential names that reflect these values

Choosing a name is a crucial decision when establishing a business, brand, or even a character. It is this name that carries your identity and values to your audience. When thinking of a name that reflects your values, it is crucial to be creative and targeted. Think beyond generic labels and come up with a name that will stand out from the rest. The name should reflect the tone of voice you want to convey, whether it's friendly, professional or quirky. Take your time to come up with a truly unique name that represents you in the most authentic way. Even if it seems crazy at first, explore the possibilities and list out potential names that capture your values.

4. Conduct a trademark search to make sure your chosen name is available

checking trademarks on a computer

When it comes to starting a business or launching a new product or service, choosing the right name is key. Not only does it need to be unique and memorable, but it should also be legally available. Conducting a trademark search is a crucial step in the process to ensure that no one else has already claimed the name you have in mind. Trademark infringement can result in costly legal battles and damage to your brand's reputation, so it's better to be safe than sorry. Whether you're hiring a professional or doing it yourself, taking the time to conduct a thorough trademark search will give you peace of mind and set your business up for success.

5. Test the potential names within your target audience

Picking the ideal identity for your business or product can be a tricky undertaking. Naturally, it's the initial thing that customers will observe and recall. Therefore, testing prospective titles among your target market is essential to identify what works best with them. Doing so gives you invaluable insight which assists in making an educated decision - Is the label momentous? Does it properly reflect what you're offering? Does it click with your crowd? These are all crucial questions to consider, and testing potential names within your target audience is the best way to get the answers you need to make the right choice. 

6. Evaluate feedback on customer and market perception of each potential name

loading a computer for research

One of the most critical aspects of naming a product or company is ensuring that it resonates with your target market. When receiving feedback on different name options, it's crucial to evaluate how your potential customers and the wider market perceive each name. Taking a step back and looking at each name objectively can help you understand how each one could fit within your industry and if it has the potential to create a lasting impression. Although often overlooked, choosing the right name can significantly impact how people view your brand and ultimately affect your success. That's why it's essential to listen to feedback carefully and consider all factors before making the final decision.

7. Make updates as needed after the initial launch

Finally, it's important to remember that names can evolve over time and updates may be necessary. So once you've chosen the perfect name for your business or product, continue to monitor how people perceive it and if any changes need to be made down the line. This will help you stay ahead of trends, keep your brand image fresh, and ensure that you're always representing your values in the best way possible. In case of any drastic changes, make sure to conduct the necessary trademark checks before making any updates. 

Naming your company is no small feat and requires careful consideration. As you consider each potential name, be sure to think about how it aligns with the purpose of your brand and how it conveys the values ​​you want to communicate. While trademarking is an important step in selecting a name, do not forget to seek feedback from customers or audiences in order to determine which name resonates most with them. The best brand names are the ones that resonate deeply with people and can not be overlooked within a crowded industry. By following these seven expert tips for branding your company, you can ensure you select a unique and memorable name that will help set you apart from the competition.