Building a unique brand | Part 1: the name

POSTED IN Outside the Square | TAGS : branding
27.01.2010

You have to start somewhere, and the name is as good a part as any. It is however one of the hardest things to get right straight up so if you can it’s best to be flexible.

Rule number 1 with branding is be flexible at the beginning. (This rule applies both to both the name theme and graphic design elements).

Back to the name. Make a list. There are so many bodies you need to check with when registering a business that it’s a good idea to check the names you come up with ASIC and ABR (Australian businesses only). I would also do a quick search to see if the url is available because it’s increasingly important to have some kind of online presence.

Now that you have eliminated what you can’t have, you can start to get attached to the ones that you can…

Test the names out on people and see which ones they like. A good trick is to the call them up a few days later and test and see what ones stick. I often also use this method on myself – leave the name for a few days and see what ones you can remember. This can really help you cut down the list. Don’t get bogged down in having the name describe all aspects of your business (we can make a tagline for that). It’s best to be less descriptive and more emotive.