A name sits at the very core of our identity. It can reflect culture, heritage and other societal nuances. Gordon Allport, a Founder of Personality Psychology, said “the most important anchorage to our self-identity throughout life remains our own name”. But does this still ring true when it comes to business? Absolutely. According to the Marketing Society a name ‘identifies, communicates, protects and legalises a brand’. So what should we consider when choosing a name for our business or contemplating a change of name? Our team look at their own areas of expertise and highlight key considerations that every business owner needs to take into account:
Consideration #1 – Legals: Trademark, IP and domains.
Beccy Tombs, Marketing Consultant
First things first. Is your name available from a legal standpoint? Are there companies using the name or a similar name? Do your research looking at registered companies on Companies House and further afield if you’re looking to operate internationally. Are you at risk of breaching an existing Trademark or Intellectual Property by choosing your preferred name? Legal representation can be very costly and drawn out to argue your case against a plaintiff.
Are the domain names available and how much will it cost to secure them? We would always recommend securing the most widely used domains where possible, including .com, .co.uk, .co, .org. Also look at the social media platforms relevant to your business. Is there a business using a similar name? Which profile name are you able to secure on each of your chosen platforms.
Consideration #2 – Scalability: Where do you see your business in 5-10 years’ time?
Sue Land, Founder
When I started the business, I didn’t think about what might happen in the future, I decided on a name based on where I was at the time, setting up a company as a freelance marketing manager. I chose my surname at the time because the business was just me. I was Sue Kemp, so I named it Kemp Marketing Limited because the name was available as a company name and the domain name was easily available and inexpensive. I already had my first client and was under pressure to set it up quickly, so I didn’t give it too much thought. As the business started to grow, the name became an issue and we needed to change it. Firstly, because I went through a divorce and changed my name back to my maiden name, but most importantly because it no longer reflected what we offered as a business. With 8 of us in the team, it made sense to come up with a name that was no longer representative of one marketing consultant, but a whole team.
Using your own name is a good idea, when you are getting started, particularly if you are already known in the industry you are serving. But be mindful that this does become your brand and if you start to build a team around you, and you would like customers to engage with and appreciate other members of the team, you may have to rename the business with a more suitable title.
On a more personal note, as simple as it sounds, I would always advise business owners to choose a name that is easy for most people in their target market to say and remember. If you are considering serving customers outside the UK, it’s also critical to do your research to understand how your chosen name translates into other languages both officially and as slang.
Consideration #3 – Digital Search: How will your audience find you online?
Lisa McShane, Digital Consultant
Business names are essential in terms of Search Engine Optimisation (SEO) because they directly influence how easily potential customers can find your business online.
Including relevant keywords in your business name can enhance your SEO, especially for local businesses. For example, a tree cutting service business owner came to us and wanted to know what to call his business to attract the most clients. Our keyword research showed that the most popular search term in the industry was tree surgeon, so the business was named with the word tree surgeon in the title.
There are also other local SEO benefits. For local businesses, having the location in the business name can improve visibility in local search results e.g. Carshalton Boilers might perform better in searches for Boiler Services in Carshalton.
In short, a well-chosen business name plays a strategic role not only in SEO but also in enhancing brand visibility, helping with keyword targeting, and contributing to a strong online presence.
Consideration #4 – Graphic Design
Laura Alder, Graphic Designer
A company’s name plays a vital role in shaping the design of a logo and brand identity. It affects layout, typography, colour scheme; all while portraying its core brand values and appealing to its target audience.
The name and branding go hand-in-hand, working harmoniously which will influence design choices for Graphic Designers. Even with the most attractive brand in place, if the name and design don’t work in unison, it can fail to convey a cohesive message.
The name is the starting block for brand design conceptualisation. For example, a very hard sounding name leads a designer to work with a bold colour scheme, harder sharper shapes and fonts, whereas a softer friendly name may persuade a designer to select a gentle or brighter palette and smooth round graphic shapes. The industry sector, brand values and competitor analysis all play a big part but the name is the crucial union of all these factors.
Logo design:
Name Length: When creating a logo, shorter names often allow for more flexible solutions to be designed and icons can be integrated more easily. Very long names can create word placement issues for visual balance and lend themselves better to be abbreviated into acronyms to simplify the logo. If you are not a well-known brand, acronyms are not easily translated by your prospect audience and need to be carefully considered in wider marketing communications.
Image: A name can evoke a specific image, aligning it with a shape or symbol that may form the logo icon. Sometimes a name can create an emotion or feeling and clever typography or iconography could help compliment the name or emphasis it’s qualities.
Typography: The font choice is also influenced by the name, softer syllables work well with a rounder shaped fonts, whereas hard consonants pair with bold more angular fonts.
The complexity of a name also has a part to play. A complex name would often pair better with a simple icon or stand alone as typography.
Consideration #5 – Email Marketing
Steph Lowndes, Marketing Executive
When it comes to a business name and your email strategy, the two are often two peas in a pod. Ideally your business name should match who the email comes from; the 'sender' address as it's more formally known. Your sender address should also match your domain which you will need to verify in order to avoid recipients junk mailboxes. Depending on your business, you may send emails for a variety of different reasons, and so your business name and branding will need to be consistent, for example, on an order confirmation email. Emails in the form of newsletters can often deviate slightly from your business name, taking on their own identity but retaining ownership of your branding. For example, WeTransfer recently launched an image only based newsletter called WePresent.
Consideration #6 – Global reach: National or International audience?
Beccy Tombs, Marketing Consultant
Are you planning to reach a global audience? How does your name translate into different languages? Also, how is it pronounced? Are there cultural sensitivities you should be aware of? Avoid Google Translate and take the time to ask a native speaker in each of the key territories you will be targeting to avoid any embarrassing interpretations. Even the most successful global brands have fallen foul here – Chinese consumers were left a little apprehensive when KFC’s ‘finger licking good’ motto entered the market translated as ‘eat your fingers off’!
In Summary
There are many considerations a business owner should take into account when choosing or changing the company name. Overriding all of these considerations is finding a name you love – you will be using it on daily basis! If you have a team, take a vote on your shortlisted options to ensure they are also invested and onboard with the name. Naming your company is the ultimate brand message and should encompass who you are, your values and what you stand for.
Are you thinking about naming a start-up or changing an existing company name? Get in touch with our team to see how we can help.
Click here to see how our team helped with the name change for our client, from Intermeats to Circle Foods.