William Shakespeare once wrote “a rose by any other name would smell as sweet”. While he’s technically correct, why didn’t he choose a daffodil, hyacinth, or even chrysanthemum?
The truth is while the content may be the same, names have the power to instantly define, communicate and articulate the ethos of an entity. Whether you’re giving a name to a business, a dog, or that really old pair of ‘lucky socks’ you can’t get rid of, names hold impact.
We’ve been naming businesses for a while now (over 10 years, but who’s counting). In that time we’ve learnt a few important questions to ask when you’ve stumbled across a potential winner. If you’re about to start a business and are struggling with a name, consider the following questions:
Does the name have meaning?
A name is the core of your idea. It’s the essence of your business’s values. So it better mean something good. While it doesn’t have to be literal (in fact we’d strongly argue against that), it’s important to create a name that at least has some tangible connection to your business. Some of the best names only reveal their connection when your audience thinks long enough about it, so don’t hesitate to get abstract. If you’re not sure where to start, try drawing up an old fashioned mindmap and metaphorically vomit as much information as you can onto the page.
Does the name sound good out loud?
For all marketing’s worth, there’s still no better form of promotion than word of mouth. So your business needs to be easy to read and easy to say. Just because you can pronounce it doesn’t mean your audience will. ‘Ghoti’ is pronounced the same as ‘fish’, but that doesn’t mean people know when they read it. The best way to understand if it works out loud is to ask people who have never seen the word before. If they can pronounce it with ease, you’re golden.
Does the name resonate with your audience?
Above all else, it’s important to assess if your name resonates with your target audience. The best way to do this is to get feedback from people you know who fit into this audience. How do they feel about the name and do they feel like it aligns to how they perceive your business?
Author and entrepreneur Tim Ferriss says your target market isn’t always your market. Apple’s ads from the early 2000s featured people in their 20s dancing to songs of the era, but this also attracted people who wanted to feel young again. Consider who might want to emulate your target audience and ask them too.