Before You Register That Business Name, Ask These 7 Questions
Naming · 3 min read
Many business names are born in a hurry. The PACRA form needs a name, the bank needs a name, so someone combines the founders' initials, adds "Enterprises", and the business is officially born. Ten years later, nobody can pronounce it and the owner wishes they had thought a little longer.
A name is the first piece of your story people hear. It is worth an afternoon of serious thought.
1. Does it say something, or leave room to grow?
Some names describe exactly what you do. Others suggest a feeling or an idea. Descriptive names are easy to understand but can trap you if the business grows into new areas. Suggestive names take more explaining at first but grow with you. Decide which risk you prefer.
2. Can people say it, spell it and remember it?
Say it out loud over a bad phone line. Ask someone to spell it after hearing it once. If it fails either test, your customers will struggle to refer you.
3. Is it available?
Check business registration, social media handles and the website domain before you fall in love. A great name that you can't own online becomes a daily headache.
4. Does it carry a meaning you are proud of?
Names in local languages can carry beautiful meaning, but check every meaning, in every language your customers speak. You don't want a name that means something unfortunate across the border.
5. Will it still fit in ten years?
"Chilenje Hair Salon" is a fine name until you open in Kabwe. Think about where the business could go, not only where it is today.
6. Does it stand apart from competitors?
If every company in your industry is called "Something Solutions", yours shouldn't be. Look at the names around you and go somewhere they aren't.
7. Can it carry a story?
The best names open a door. 1Cup Foundation, the social impact initiative OSC named and branded for Chic Cup, points to a single menstrual cup, and beyond it to a girl staying in school or a woman feeling secure at work. One small word carries a whole mission. DriveWello's founders had no name at all when they started; the name and brand were built to make car care feel easy and trustworthy from day one.
Your shortlist
Write down ten names. Test the top three with real customers, not only friends and family. Then choose the one that is easy to say, possible to own and big enough for the business you are building.
Questions
What makes a good business name?
It is easy to say, spell and remember, available to register and own online, meaningful to your customers and big enough for where the business is going.
Should I check social media handles before registering a name?
Yes. Check business registration, social media handles and website domains before you commit.
Can I use a local language name?
Yes, local language names can carry powerful meaning. Check the meaning in every language your customers speak.