How to choose a Company Name
Introduction
We have helped many new companies with branding development, which has included naming the company. We have also worked with new companies who have made some costly mistakes when choosing a new company name.
Here we cover some useful information and tips to help you if you are naming your new business.
Contents
Start with the domain registration
Social media account names
What do you want to communicate and to whom
Spelling & pronunciation
Future proof your name
Research the competition
Application – where will the name be used?
Be consistent
Is a suitable domain available?
What is a domain name?
A Domain is your unique web site address and the unique part of your email address - the bit after the @ symbol.
Our domain is isoblue.com we also own isoblue.co.uk
So why start with the domain?
Don’t invest hours thinking of the perfect name only to find the domain is not available. Domain names are much more difficult to secure than a limited company name, so start with the limiting factor – the domain name!
Even if you don’t have or need a website day one, it’s very likely you will in time, so secure the domain now, don’t wait until you need a website as it may not be available.
The ‘Top Level Domain Strategy’ (TLD).
Do you need the .com or is the .co.uk more useful if your UK location is important? If both are available Consider less obvious options; .design .shop .tech
Choosing this is as important as the rest of the naming process.
Be aware of what is already registered and who owns similar domain names. For example if you decide on a .co.uk domain but the owner of the .com uses the same name and is a direct competitor this will cause confusion for potential customers and potentially hinder your marketing efforts.
Think about what you want your name to communicate and to whom
Do you want to be obvious or obscure but memorable?
Do you want to be on-trend or traditional?
Think about how you want (or need) to be perceived, your name is a major part of your brand and must represent you appropriately within your market.
These are some of the top domain registrar companies used in the UK. All have a free search facility, registration fees vary.
https://www.names.co.uk/ Isoblue’s recommendation
https://www.squarespace.com/domain-name-search - if you intend to have a Squarespace website then you can also secure your domain with Squarespace
Are social media account names available?
Apply the same thought process to securing your social media accounts. If social media is going to form your primary sales and marketing route then these could be more important than the domain name.
Check out similar names, be aware of what accounts people may find, when searching for you. As many social media accounts are personal accounts, make sure your account name is not too similar to an inappropriate personal account!
Registration is free, so secure your accounts as soon as possible.
Think about spelling and pronunciation
As more and more businesses rely on the web and social media for selling and marketing, having a name that can be found online is so important. We’re not talking about your Google ranking here but making sure the spelling doesn’t hinder the chances of you being found in a direct search.
Verbally ask opinions, ask people to repeat your name and write it down, if common misspellings or mispronunciations occurs you may need to have a rethink.
Think about the future
It’s very difficult to change a company name once you are established, it’s costly, time consuming and could be damaging! So think about your vision for the future and make sure your name will be appropriate should you move location or expand your offering into other products or services.
Research and then research some more
Knowing your competition is vital at this stage. Compile a list of your competitors names, then stay right away from them. You don’t want to be confused or mistaken for one of your established competitors (unless your aim to to literally take them head-on, but that approach is not what we’re covering here).
Differentiation is good in a name, even if your offering isn’t unique. You want to create your own identity so your marketing efforts are promoting your business not your competitors.
Think About where and how your name will be applied
You may decide to have a logo designed or create a simple typographical version of your name but think of where and how it will be used – a website, social media, business cards, packaging, vehicle livery, signage…
A short name is usually going to work better and give you more flexibility, so if you have a long name decide now if you want to abbreviate or shorten!
Which leads us to….
Conclusion - Be Consistent
Once you’ve decided on your name, be consistent.
In the early stages of launching you are building brand awareness so consistency is key. Will you shorten the name, for example – xxxx Limited or xxxx Ltd or just xxxx
Assuming you have a logo or wordmark, be consistent with it’s usage. Have brand rules of how and where to use your name/logo/wordmark. This will help with brand recognition and help build trusted relationships with your clients and customers.
What is the difference between a Brand and a Logo? (opens a new isoblue blog post).
Legal use of the name for invoicing etc is different to how you market yourself day to day.
How we can help
In addition to our website services, we help many new and established businesses with Branding Development - naming including searches and registration, logo design, colour schemes, typography selections, graphics and images.
Sue (here at Isoblue) is a time served graphic designer and has a background of traditional design, having designed many company logos and corporate identities over the years.
Get in touch - it cost nothing to talk!
Other resources
You may find these other isoblue posts of interest: