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How To Come Up With A Strong Brand Or Company Name

When you’re choosing a brand name for your company you can’t just pull one out of a hat. There’s a huge amount to think about – and not just making sure it’s not a name that’s already in use! After all, if chosen wisely your brand name can be one of the most powerful marketing tools you have. It’s more than just a word: it signifies everything you stand for as a company. If you’re setting up a business and you’re at the stage of thinking of a name, here are some attributes you should be aiming for: 


Longevity: Don’t choose a word because it is currently popular or because it relates to the ‘next big thing’ on the market. Yes, this may bring in a flurry of sales for a while as you tap into a current trend, but it won’t last for long. If you want to build a brand with a strong reputation then your name has to be something that will stand the test of time. Go for something that will generally appeal to your core customer base, not just for the next few months until another big trend comes along.


Keep It Simple: Don’t go for a name that’s difficult to pronounce or spell simply because you think it’s clever. Remember that you want your brand name to be repeated as often as possible so it has to be something people can say easily! Even if you invent a word (and many brands do, very successfully) it has to mimic normal language. Also, don’t go for random combinations of upper and lower case unless there’s a very good reason. Remember that your brand name is a signal of your intentions, so you don’t want to give the impression that your intention is to confuse or go above people’s heads.


Be Unique: It is not just for copyrighting purposes that your brand name has to be different to everything else on the market. Differentiation is absolutely vital if you are going to create a powerful, memorable brand. Something unique will give the impression that your products and services are truly different. Don’t be afraid to go for a made-up word rather than using an existing word from the dictionary (after all, these are easier to copyright). The important thing is that it speaks to your target audience and is easy to repeat.


Make It Flexible: If you make your brand name too specific this can be very restrictive. For example, if you start off producing one kind of product but later on wish to branch out into related areas then you will run into difficulties if your company name relates directly to your initial activities. Go for something a little more generic that allows you to expand and grow. Otherwise you may have to re-name your company and this will mean throwing away all the work you have done to build a credible brand.