Insights from 20,000+ Naming and Branding Projects

9 Steps to Creating an Awesome Business Name: Part 3 – Finding Your Personality


Over the next few weeks, we’ll be sharing a series of posts outlining nine steps that will help you create the perfect name for your company, product, service, e-book, or app. This article is Part 3 of the series, focusing on finding your personality. Read Parts 1 and Part 2 here.

Choosing a name is a long-term commitment. As you continue your journey, you can change many things: your business plan, the design of your app, your logo or brand colors, the products you offer – the list goes on. However, for the most part, your name stays with you. A name change can be very costly, both to your brand and to your bottom line. Choosing a name is a crucial decision that can make or break your great idea or new business.

If you’ve gotten this far, you’ve already made solid progress toward finding a name that you love. To ensure you end up with the right sort of name ideas on your shortlist, spend some time developing your brand’s personality. The four tips listed below will help you to hone what makes your brand unique and find the perfect, evocative name for your company.

Look at Emotions

An emotional name is any name that brings up an emotional response for the customer, whether it’s happiness, excitement, or nostalgia. The emotions your customers feel when they hear your name will frame their perception of your company. Your name may make your business seem hip and modern, serious and professional, or fun and quirky.

When choosing an name, ensure that it evokes positive emotions in your customers – you don’t want your target audience to feel sad or distraught every time they hear your company’s name!

Squadhelp winning name ViralBolt, created for a social media campaign platform, is a powerful example of a name that brings up an emotional response in clients. The excitement conveyed through the name is a perfect, evocative representation of the thrill of creating a social campaign.

Create Your Company’s Story

Take a stab at writing your business’ story to help with your naming process. Your story should include your goals and mission, benefits provided to your customer, and what differentiates your product from competitors. In its essence, your company story should outline the core of what drives your business in a short paragraph. This story, in turn, should help guide your naming process.

While perfecting your company story is an ongoing challenge, we recommend starting on it early and honing it often.Your story may evolve as your company matures or your focus shifts, so it’s important to revisit and update your story regularly.

Highlight Your Customer Benefits

Looking at the benefits your customer will get from your product or service is an essential step in creating the perfect, evocative name. Create a list of short statements about why your ideal persona (from Step 2) will buy from you. These statements can be anything from “My product is higher quality than that of the competition” to “Customers are attracted to my minimalist product design”. Try to write down at least 100 statements, if you can.

Once you have your list of benefits, review the list and narrow it down to the core benefits. Some you’ll cross off the list right away, others will make you exclaim, “Wow! Why didn’t I think of that sooner?” Keep these benefits at the top of mind when crafting your name.

RentSimply, a name developed by the Squadhelp community, captures a specific benefit. RentSimply stand in solid contrast with other benefit driven options like RentCheaply and RentQuickly. Allowing your major benefits to speak through your name is a great way to stand out from the crowd.

Find Your Business Name Model

When choosing your name, set aside some time to do name research online. Your goal here is to make a list of names that you love – your list could include names that are particularly evocative, sound appealing, use puns or clever wordplay, or anything else you want to emulate in your name. You may also consider making a list of names that you dislike.

While you never want to copy a name for legal reasons, use the lists of names that you love and hate as inspiration for crafting your name. If you find that your list of preferred names contains lots of companies that combined two words for their name, consider modeling your name using the same structure, which is called a Compound Name.

What’s Next?

By writing down your company story, the benefits your customers will receive from your products, and your name models, as well as outlining the emotions you want your name to convey, you’re well on your way to finding the perfect name for your company or product. The things that differentiate your business or products from competition are essential to keep in mind when crafting your name.

Now that you’ve found your company’s personality, it’s time to move on to creating a naming brief document.

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Squadhelp Naming Experts
Insights from 20,000+ Naming and Branding Projects

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