choosing a business name

[raymond.devski]

I am trying to be a bit scientific when choosing a business name and created a survey like this to test different names. I aimed to make it short (only 7 real questions) while testing the main criteria I have for picking a name.

Before I launch it, do you think I should change anything and am I measuring the right things? I think it's better not to tell you my criteria upfront but see if they are self-evident:

oh, it looks like i cannot post links so just add /s/8FDPGSC to surveymonkey dot com

 

[NickGrogan]

Don't rely on sound to do a survey. I clicked it, but no sound so couldn't answer anything.

 

[raymond.devski]

I see, I will investigate why as it has worked for other people who have tried. Thanks.

 

[Nuno]

I get the sound but can't be arsed to listen to 7 names. Why not just write them down?
(People in offices won't listen, will they?)

 

[raymond.devski]

there are only three names, different questions after that (i should have put in just one or two for this test) - but the question is not about the names, but the general questions and their suitability in assessing the names ..

 

[Nuno]

Well sorry I found it not worth following through then. Does this say anything about the survey design?

 

[ethical PR]

If you are serious about researching this properly, you need to either set up some focus groups or surveys to reach your target customers.

Your name and any corporate identity you are developing is simply an expression of your brand - so it's the brand that they really need to buy into.

 

[Excel Expert]

None of those names mean a thing on their own and would need strong branding to get over what they are about.

They sound like they are trying to associate with something but it is not clear what. At a guess something to do with apps but I would only get that by seeing all 3 names together and looking for common elements.

 

[NickGrogan]

The business name isn't that important.

Is Tesco the number one supermarket because of the name?
Is DHL number one in logistics because of the name?
Do I use Google because of the name?
Is Apple a good name for a phone company?

as @ethical PR said it's the brand people buy into. And the brand is not the name or logo.

 

[Urban Publications]

I think a list would of been easier, it felt like I was doing a language exam

The business name isn't that important.

Is Tesco the number one supermarket because of the name?
Is DHL number one in logistics because of the name?
Do I use Google because of the name?
Is Apple a good name for a phone company?

I wouldn't agree that its not important, and doesn't the name and logo fall into brand identity the list given above all have a story/reason behind their brand name

Tesco: Mr Cohen bought some tea from Mr T E Stockwell and combined the names
DHL: The first letters of the founders surnames
Google, wasn't intended to be called Google...it was supposed to be called googol, their first cheque for 100k was written to Google Inc so they had to open a bank account to cash it, the name stuck
Apple: Steve Jobs returned from a trip from Apple Orchard and used that

If a brand name wasn't important then why do the likes of Apple have it as an intangible asset on their balance sheet

Tesco, DHL. Google maybe the best of their game and I agree it wasnt JUST the name that make them No1 but it certainly is a big part, they have promoted/marketed their "brand" well so they are "names" you can trust and recognise

 

[Excel Expert]

If a brand name wasn't important then why do the likes of Apple have it as an intangible asset on their balance sheet

A company name becomes an asset over time as the brand is established. It is the brand it is attached to, that gives it value. If Apple didn't have everything else the Apple name would be desirable but it would be relatively worthless compared to its current value.

Company names need to either be a part of a branding project or basically tell you what the company does. Lets take your average small accountancy as an example. They could call them selves self something fancy like Banana (sticking with the fruit theme), but no one is going to know that Banana is an accountancy business if there is not a load of branding to go around it. They have to invest time, money and effort to get their target audience to associate the word "Banana" with their accountancy company (an uphill struggle for a start up). If they decide their brand name should be "We do accounts" they don't have that up hill struggle.

With the likes of Apple, Google, DHL and just about every large brand you can think of, they basically just named their companies after any piece of inspiration. They did not spend loads of time and money researching it, they just picked it and ran with it. The success of their businesses then turned those ordinary words or initials in to brands with value. Their names did not make the companies successful.

 

[amac]

I am trying to be a bit scientific when choosing a business name and created a survey like this to test different names. I aimed to make it short (only 7 real questions) while testing the main criteria I have for picking a name.

Before I launch it, do you think I should change anything and am I measuring the right things? I think it's better not to tell you my criteria upfront but see if they are self-evident:

oh, it looks like i cannot post links so just add /s/8FDPGSC to surveymonkey dot com

If you can afford it, you might want to hire some help i.e like this guy. Naming is a debatable space; you see a monopoly like Google created on the back of a misspelt obscure math term whilst others go through process to huge degrees. A good resource on naming/branding is the BrandNew blog, will give you a feel for the considerations you need to think about with the identity/name regardless of whether you pay lots or very little.

 

[NickGrogan]

I wouldn't agree that its not important, and doesn't the name and logo fall into brand identity the list given above all have a story/reason behind their brand name

Tesco: Mr Cohen bought some tea from Mr T E Stockwell and combined the names
DHL: The first letters of the founders surnames
Google, wasn't intended to be called Google...it was supposed to be called googol, their first cheque for 100k was written to Google Inc so they had to open a bank account to cash it, the name stuck
Apple: Steve Jobs returned from a trip from Apple Orchard and used that

If a brand name wasn't important then why do the likes of Apple have it as an intangible asset on their balance sheet

Tesco, DHL. Google maybe the best of their game and I agree it wasnt JUST the name that make them No1 but it certainly is a big part, they have promoted/marketed their "brand" well so they are "names" you can trust and recognise

You seem to be agreeing and disagreeing with me. The names of all those companies are essentially random, and most people don't know the story, therefore the name doesn't matter.

But you also claim the name is a big part of it - I'm not sure how.

On that basis, I would strongly recommend investing in or working with The East India Company

At their peak the original East India Company was responsible for a huge percentage of global trade, and worth far more than the likes of Apple (inflation adjusted). As this new company has the same name, I expect great things from them.

 

[BumblesWebDesign]

A method I came up with not so long ago can yield some good results, this is it:

1. Use English to Latin translation to translate singular words (or even phrases) which relate to what you're offering aka design, technology, shoes, whatever - or more usefully a more descriptive term which you think defines your style of business such as accommodating or ruthless!

2. Do this until you discover a Latin word or phrase which looks brand-esque ie. catchy, memorable and like it could be a brand name you haven't heard of it.

3. Match it against an English word aka XLATINdesign.com to finish the title.

Alternatively you could just use the Latin word itself if the domain is not taken and it is unique enough within itself. I find that this is a good method as you can discover some very unique sounding words which others are not using to come up with some original and modern sounding brand names (ironically Latin words often look like late 00s big brand online company names) and if deciphered - your brand name will have a meaning behind it.

 

[Daxo]

I find it amusing how so many start ups become so totally fixated on aspects of their business that won't make them any money at all. Logos and business names seem to be the among the aspects that these startup owners spend days/weeks/months agonising over.

Just find a reasonably dscriptive name that indicates the nature of your business. If you choose an obscure word/name like "Habduzak" then be sure that you have millions of pounds available to fund a marketing campaign that will associate the name "Habduzak" with whatever industry you work in.

I wish you luck. And I do hope your going to the same great lengths when it comes to aspects of your business that will actually make you money, such as market research, developing a robust marketing strategy, sales funnel development, geting your supplies/products/services for as competitive a price as possible etc

 

[DavidJohn]

I have a really great name for a business. I'm just trying to figure out what we're going to sell.

 

[storage]

if your business is going to be online choosing a name that has keywords in it will help your google ranking