Insights from 18,000+ Naming and Branding Projects

10 Simple Tips for Developing an Awesome Business Name


When getting your business off the ground, you’re likely overwhelmed with articles offering advice on how to choose the perfect name for your company, product, service, or app. With all the often-conflicting opinions on what makes a great name, you may be at a loss as to where to begin with creating your perfect name.

Fortunately, Squadhelp is here to make the process a little bit easier. After helping over 10,000 companies find the perfect name for their business, we’ve created ten simple tips to help guide your naming journey. Here are the top ten things to consider when creating your awesome name:

  1. Remember your target audience

Your target market should be at the top of your mind when brainstorming names. Don’t get caught up with creating a name that will resonate with everyone. Ideally, you want a name that your target audience will love to use – tailor your name to fit your target market’s personality and desires. Designing your name to speak directly to your target market likely will have a positive impact on the success of your company.

  1. Use your target audience as a resource

Even if you design your name with your target audience in mind, you still need to make sure it appeals to your preferred market. Once you’ve narrowed your potential name down to a few options, run an online poll or put together a focus group of your target demographic to help you understand which name connects with them the most.

  1. Avoid obscure names

A brand that is witty can be very appealing to the right audience. However, when it comes to a name, don’t go for an obscure name that only a handful of your target audience will be able to recall quickly. While a small number of your customers may appreciate an obscure name that only they understand, the rest will be confused and move on. A challenging name means that you may be losing a potential sale from a referral.

  1. Keep it interesting

Today’s average consumer is constantly bombarded by companies and products vying for their attention and business. Often, you only have a few seconds to catch a customer’s attention before they move on. Choosing a dull name puts you at a disadvantage from the first second, as people are going to be drawn instead to an interesting name that resonates with them.

  1. Put your name in context

A name’s potential impact can be determined by placing it in context. Before you started the naming process, you likely defined the purpose, benefits, and objectives of your company or product. View your name through the filter of this information to judge its power.  A great question to ask yourself is “Do I want this brand to fit in or stand out?”

  1. Recruit brainstorming help

You don’t have to work alone to find the perfect name. Brainstorming with others increases your chances of finding a great name that will resonate with customers. Working with others will get the creative juices flowing and may mean you find the perfect name sooner. Having to explain your goals, brand, and mission to others has the additional benefit of helping you solidify the foundations of your project.

  1. Weigh linguistic implications

There are many stories of international companies who discover their names translate to something offensive in another language. Even car giants like Chevy have erred in this department – their Nova car means “doesn’t go” in Spanish. You can see why your brand or product name must be checked for linguistic conflicts.

  1. Look at legality

When developing a great name, always look at legal implications during the naming process.  Choosing a name that is already trademarked will not only negate your aim of being unique but may also cause legal trouble down the road. It’s recommended to hire a professional to help you navigate trademark and other legal issues.  

  1. Embrace simplicity

You want your customers to be able to remember your name in the moment to refer it to their family and friends. A brand name that is hard to pronounce or is long and complicated likely won’t be at the top of consumers’ minds when it comes time for the referral. Creating brand awareness and recognition is hard – make it easier with a simple name.

  1. Review URL availability

URL availability is one of the biggest naming roadblocks business owners face while developing a great name. Before settling on a name, make sure that an appropriate URL is available for you to use to promote your great product.

Applying these tips to your naming process

Hopefully, these tips will transform your naming journey from a daunting uphill battle to a relaxed, even fun, process. Keeping your target market in mind, consulting legal advisors, putting an emphasis on simplicity, and weighing your name in context will guide you to the perfect, evocative, and memorable name.

Insights from 18,000+ Naming and Branding Projects

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