Coming up with a brand name: 12 tips for a good name

Introduction

A strong brand name is more than just a word-it's the foundation of your brand identity and determines how customers perceive you. But how exactly do you choose that one unique name that sticks, is easy to remember and makes it immediately clear what your brand stands for? In this article you will discover step-by-step how to come up with a powerful brand name that not only fits your company, but is also instantly recognizable and distinctive. Say goodbye to dubious names and welcome to a brand name that really impresses!

Nomen est omen - the name is an omen

Tip 1: Make the name distinctive and unique

A good brand name is distinctive and unique. Try to come up with a name that stands out among all the other names already out there. A clever way to achieve this is by combining words that don't normally go together. Unique brand names also stand out, allowing you to stand out from the rest.

Tip #2: Don't tell exactly what you do

A brand name that describes what you do or how you do it is a weak brand name. An example is "the best mortgage broker. Such a descriptive name is far too general, not distinctive and cannot be registered. Moreover, if your activities change, a descriptive name no longer fits in with them. Therefore, rather choose a catchy word that already exists, but does not say much about what you do. A very successful example is Amazon. This brand name doesn't say what the company does, but it sticks. A fantasy word is also a good solution. This way you can protect your brand well and your name is guaranteed to be distinctive.

Tip 3: Keep the name short and sweet

A short and powerful name is easier to remember than a long name. Therefore, choose a name that consists of no more than two or three words. Moreover, shorter names are also easier to spell and type.

Tip 4: Test the name

Before you definitively choose a name, it is wise to test it. For example, ask friends and family what they think of the name. Or have the name tested by a group of potential customers. This way you will get valuable feedback and you can adjust the name if necessary.

Tip 5: Think about the future

A strong brand name must also be future-proof. This means that the name should still be relevant as your business grows and expands. Therefore, don't choose an overly specific name that only fits current products or services. A good recent example of this in My Jewellery, which wasn't just going to sell jewellery after all, tsja.

Tip 6: Avoid legal problems

Make sure the brand name you come up with does not infringe on existing trademarks and trade names. In addition, avoid making your brand name too similar to other brands to avoid customer confusion.

Tip 7: Come up with an easy brand name - in terms of spelling and pronunciation

You hear it more often in commercials these days: a quick explanation of the spelling of a brand name. If it's necessary, then your company is probably not easy to find (online) and the name is more likely not to stick with your target audience. Make sure the spelling of your brand name cannot cause confusion and that the name is easy to pronounce.

Tip 8: Make sure your brand name is easy to remember

Obviously, you want your brand name to stick. Therefore, try to come up with a brand name that is easy to remember and that means something. For example, an abbreviation is often abstract and means nothing to many people. Try to come up with a concrete, easy-to-remember brand name that appeals to your target audience. You can choose fantasy names, as well as names that evoke a certain association with your brand. A good example is Nike, named after the Greek goddess of victory.

Tip 9: Think international from the get-go

Many beginning entrepreneurs make the mistake of choosing a brand name that is fine in Dutch but not in other languages. When these entrepreneurs then cross the border, the brand name turns out to be difficult for foreigners to pronounce or difficult to spell. Even worse is when your brand name turns out to have a different, undesirable meaning in another language. You don't want to end up in a list of brand name blunders. Of course, you can't check a brand name in all languages, but at least check that it doesn't cause problems in English, German, French and Spanish.

Capture international domain names

Many beginning companies capture the .nl domain name of the brand name as soon as possible. It is better to also check immediately whether .com, .be, .de, .fr and other country extensions are free. If they are free, it's better to capture them right away. The costs are not that high. If you want to go international some time later and the international domain names turn out to be registered by someone else, you will have to buy them at an often high price, if you can get them at all.

Tip 10: Don't use your own name

It's an obvious solution: incorporating your own name into your brand name. Yet it's not a convenient choice. You don't know if you want to keep your name attached to your company forever. It can also be awkward in the event of an acquisition or major growth of your company. Moreover, your company will automatically come across as small and less ambitious if you choose your own name. You can, of course, incorporate your name into your brand name in some way. Andrélon is a good example: this brand name is an amalgamation of the names of founders André and Lonneke de Jong.

Tip 11: Check if your brand name already exists

Have you finally come up with the name you're going to conquer the world with? Then check immediately whether your name already exists, to avoid problems with competitors. This can easily be done through the trade register of the Chamber of Commerce. In addition, check with the Benelux Office for Intellectual Property. You can also engage a trademark agency, which will check for existing trademarks that are too similar to your name. No problems detected? Then register your name with the Chamber of Commerce and register it as a trademark. Very important, because you cannot protect a trademark that is not registered.

Tip 12: Engage a brand expert

Coming up with a good brand name is not easy and not a job you can just do on your own. It is therefore worthwhile to hire a branding expert or branding agency to help you. Sometimes you can't see the forest for the trees, or you can no longer look at your own company or target group objectively. With the help of a creative expert, it's easier to come up with good, surprising ideas that you wouldn't have come up with on your own.