When we first started out, we found it embarrassing to share our business' name. Can you believe it? Hindsight is a beautiful thing and we now realise that its seemingly random nature is great for making it memorable. As well as being sweet, it's sticky too. For a business name to be successful, it needs to stick in your audience's mind. If your customers can't remember what you're called, how do you expect them to call you?
Naming your business is one of the most important branding decisions you'll make and also one of the first. So, it's no surprise it's so difficult! Here are our top tips:
Think Carefully About Using Your Name
When you create an eponymous brand, think about the future. In 10 years time, the opportunity to sell your business may arise. If you sell your business and move onto pastures new, would you like to be associated with your old business? Your old business may make a controversial decision or move away from your original values. If it's under your name, it could tarnish you too!
It's a similar situation when the boot is on the other foot. It may make it more difficult to sell your business if there is a dispute connected to you or your name. It can make sense to keep your personal and work life separate... unless your business is all about you!
It Does What it Says on the Tin
Is your name going to be an accurate description of your service? This is great for straight-talking, no-nonsense brands who thrive off clear communication and giving the customer exactly what they need. A few examples of brands who have succeeded with this are: Slimfast or General Motors. Just by reading the name, you've already made an assumption about what they do.
However, there are a few issues with this: a descriptive brand name may become irrelevant as the company diversifies its offerings as it grows. They're also difficult to trademark as they often use generic words which we all need to use. Finally, they're not the most exciting! If you're not excited about your business, how do you expect others to be?
Invent Your Own
We may be bias as this is exactly what we did! We needed a name that was completely unique. Why? We could still alter our business strategy, it was simple finding our domain and social handles, and it was easier to trademark. The cherry on the top of this cake is the memorability factor! Abstract names are distinctive and therefore, simple to remember.
Although, there can be problems! A random name with no meaning may draw a blank in your customer's mind. They won't have a clue about who you are, what you do or how you do it. Invented names can sometimes be difficult to pronounce too, so try not to pick anything too obscure.
Don't be Shy About It
So many people don't say their name enough! Ok, we understand, it may feel a bit strange to repetitively shout about your business, but if you don't - no one else will. Remember, there is a separation between you and your business, so you don't need to feel self-conscious. Be confident about your service and your audience will too.
When pitching about your business, don't forget to include its name. Say it three times (not all at once). It's all about keeping your brand on the tip of their tongue. By enforcing memorability, your audience will always know who to recommend.
So why did we blush when we first spoke about Buttercrumble? Whenever we told people our brand's name, we'd receive giggles or a smile. We worried that people weren't taking us seriously when they laughed. It left us feeling bashful!
Follow your Heart
In a way, we were silly to feel bashful. When we started to enquire more about audience's thoughts, we discovered that they loved the name because of it's sweet and friendly connotations. It made perfect sense. At Buttercrumble, we want to offer more than just graphic design and illustration. We're fostering a meaningful brand which is making people smile and our name did just that.
So our most IMPORTANT tip would be: consider what connotations your name is delivering to your audience. Is it expressing friendliness, professionalism or a sense of adventure? Use the right words in order to connect the best type of emotions with your brand.
We hope you enjoyed these top tips for naming your brand. If you'd like to keep up to date with more Buttercrumble news and resources, then please do sign up to our newsletter below...