How to Create the Right Business Name

How to Create the Best Business Name
Creating the perfect business name takes research, planning, thought– created to withstand time and serve a wide range of purposes. A few pointers to consider:

 

Search it. Are the words unique enough that searching online for your company will be easy for potential customers?

Say it. Try pretending you are answering the telephone. How would you say the company name? Do you get tongue-tied? Is it a name you are proud to say aloud? Is it a name your customers would pass along?

Ask around. Ask a few unknowing people what they think of when they hear the business name. This could bring out associations you haven’t considered.

Keep it short. Simply put, shorter names function better. Most successful companies are 2 syllables: Apple, Google, Nike. Your company name does not have to describe all aspects of your business. Too many descriptive words can be difficult to remember.

Be Flexible. It’s important to choose a name that won’t “box you in.” If you want to expand services or add products, choose a name that will allow your company to grow, change and develop.

Take risks. Inventing an entirely new word can make your name stick, becoming instantly memorable for your customer base.

Trust your gut. Asking around for opinions and associations is important, but ultimately, your name can be as original and unique as you’d like it to be. To be sure the creators of GoDaddy heard resistance on such a name, but much of what your company becomes depends on branding and marketing.

 

Choosing the right name can determine business success. Have fun with it and above all else, choose a name you’ll be proud to market and work hard to build and develop.

The Key to a Successful Logo Design

Simple is best. Yes, I said it! And mean it. Do I cringe while writing this because I make a living by creating logos? Not a chance. I want to share what I’ve learned after developing thousands of logos for companies around the world. A business needs a recognizable mark- which may mean a chosen typography style and/or color palette and iconic image.

But what solidifies your brand is how you style everything else and what design elements you choose to style with your logo. The act of creating a visual cohesiveness that you use throughout solidifies your brand.

Think of your top 3 favorite brands- maybe a boutique retailer, hotel or magazine. What do their logos look like? In most cases, I’d bet they are clean logotypes (a logo built from typography only).

W magazine's logo, a typeset serif W

*above: W magazine’s logo, a typeset serif W

Building your brand requires a lot of work and consistency beyond creating a logo, so consider staying away from too much color, lots of detail, and things that are difficult to reprint. Versatility is key.

However, if you want a detailed and colorful logo, consider having a secondary, more simple version of the logo that works well at various sizes and can be printed easily.

Consider building visual unity through:

▸ a brand color palette
▸ mood board
▸ signature images and photographs
▸ custom artwork
▸ business collateral

 

Simplicity and consistency help achieve professionalism and trust- a way to visually say “I’m good at what I do.”.