What’s in a name?

Choosing a good name these days can be especially challenging. Everyone wants theircompanyname.com. Unfortunately, much of the time, theircompanyname.com or the url you want is already taken. So what do you do? Just go around with a bad name?Or are you just a person looking for something simple?

You want to create a name that’s memorable, that stands out. And yet fits in. Remember, your name sets the tone for who you are as a company. Think about it as a video game, your avatar or group name, you make a name for your self that stands out and looks as what you want them to think what you are, you can’t be playing around with your friends with a name that’s just bad like “UnrankedSmurfs“, you want to make them think it is a group of experimented and skilled people, not just some beginners, same as your company, you want to make it look like you know what you are doing.

Over the years I’ve developed a formula that helps me when I’m tasked with creating a name for a new company or brand.

First, boil down the essence of the company to two basic concepts. Then, choose single words that describe those two concepts and marry them together.

For example, I had to come up with a name for a women’s apparel company that catered to women in male dominant sports, like motorcycle racing and extreme sports. I boiled it down to femininity and speed, which then became Sonic Butterfly. Of course there were a few names that were shot down before we got to Sonic Butterfly, but ultimately this name was the strongest.


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