What Should the Name of the Business Be?

It is impossible to come up with better words to reflect the essence of naming, that is, coming up with a name for a company or brand.

On the one hand, no one will do it better than someone who knows the features and strengths of their product, service, or company from the inside, that is, buying a naming service somewhere from third parties is a rather controversial exercise.

On the other hand, the need to come up with this very name often confuses entrepreneurs and business owners – some don’t know where to start, others that come to mind seem banal, or some important points that need to be taken into account to create a really good name.

In this article, we will try to highlight the main criteria that a good brand name must meet.

What should be a good name?

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A successful company or brand name must meet several criteria:


The chosen name should be sufficiently different from other company names on the market and, first of all, of course, from the names of direct competitors.

For example, if you work in the logistics services market, then the use of the word Logistics in the name with various letter abbreviations and short words with additions (Cargo Logistics, ABC Logistics, Extra Logistics, etc.) will be poorly recognizable, since 70–80% of logistics companies they use this word in the name, and therefore, in the eyes of many customers, they simply merge.

The same can be said about such “general” words as Supreme, Unity, Inter, Techno, Art, Decor, Elite and others from this series, which are actively used in company names everywhere – from beauty salons to IT services.

A recognizable name, as a rule, is built on some interesting associations with the product, its properties or consumption patterns, the company’s philosophy and other non-obvious associations, and, perhaps, it simply represents some kind of sonorous word that, at first glance, has no connection with the field of activity companies.

For example, Apple is for computers and smartphones, which means at the same time, a) something completely simple and understandable – like an apple; b) some desired forbidden fruit (which is already reflected in the logo with a bitten apple).

Memorability and listening comprehension

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When coming up with a name, it is worth considering whether it is easy to perceive by ear and whether it is convenient for memorization. Will customers remember it instantly? Are there any discrepancies in the spelling of this name? Is it convenient to dictate it over the phone, for example, when you tell an interested client a contact email, or will there be confusion with individual letters every time?

Consider the example of car rental companies. The name of the Renty.ae company immediately gives the client an understanding that the company is engaged in the rental. The website of the company is also easy to dictate and remember.

Correct associations

What is considered the right association – each company decides for itself. For example, it is interesting to consider the field of nutrition in this regard – there are completely different names here from seriously solid ones like the Academy (associations “temple of food”, “collection of intelligent people”), to thematic ones like Johnny’s (home cooking associations), Anderson (fairy tale associations, space suitable for children), etc.

Also, if you are planning to enter the international market, you should pay attention to the associations that the chosen word will cause in other languages – there it may sound simply curious or even indecent. Even the largest companies often find themselves in such situations. For example, Coca-Cola had to change its name in the Chinese market to Keku Kela because negative sound associations with the original Chinese name “bite the wax tadpole” interfered with sales.

Availability of a free domain under the given name

Often this factor is completely ignored at the naming stage, although the availability of a free domain name in the desired zone is one of the most important criteria for a good name. Ideally, your site’s domain should be exactly the same as the company or brand name.

So your site will be easier to find interested customers, and the company itself will look more solid (one name in the domain, on signs, business cards, and promotional materials).

The problem is that a huge number of domains consisting of short, capacious, and “popular” words like Unity, Luxor, Hurricane, Alternative, Boxer, Fixer, Chef, and other similar ones have long been bought out.

Naming influences the perception of consumers about the company. An unsuccessful title can scare off the audience, so you need to take this issue seriously.

Local Relevance and Cultural Sensitivity

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Understanding the local relevance and cultural sensitivity of a business name is paramount. A name that resonates with the local community and is sensitive to cultural norms can foster trust and recognition. In multicultural markets, a name that translates well or doesn’t have unintended negative meanings can make or break consumer connections. This means researching language nuances, local traditions, and even historical references to ensure that the name is not only appealing but also appropriate. It also entails being mindful of how the name might be perceived in different regions or among diverse population groups. By paying attention to these aspects, a business can avoid potential missteps and build a name that truly resonates with its intended audience.

Final Thoughts

The process of naming a business is multifaceted, encompassing considerations that range from memorability and listening comprehension to correct associations, availability of domains, and local relevance with cultural sensitivity. A name is not simply a label; it’s an integral part of the brand’s identity, one that reflects its values, mission, and connection to its target audience.

The right name can serve as a powerful marketing tool, creating an emotional bond with customers and setting the stage for a successful business relationship. In choosing a name, businesses must be vigilant in ensuring that it is memorable yet easy to understand. It must create the right associations, be available in the digital world through a suitable domain, and resonate with the local audience by being culturally sensitive.