I love every aspect of creating brand names — conjuring the one or two words that will work wonders for a company, product or service for years on end. It’s fascinating, important work. But as many naming newbies come to find, it can also be surprisingly complicated. If you’re on the hunt for a new name, here are a few things to keep in mind to help make the process feel smart, sane and successful.
1. Stay open to the possibilities. Everyone longs for love at first sight and it’s natural to say, “I’ll know it when I see it.” But like most business decisions, choosing a brand name is rarely so simple. I liken it to shopping for a home. A great realtor will clarify your criteria, learn your tastes, and show you a lot of smart options. Ideally, you’ll end up with a few fantastic finalists. But they’ll each have their own vibe: the classic brick bungalow, the charming craftsman and the groovy mid-century. How can you know which will be the best choice?
It may help to get a glimpse of your favorite names in action by exploring brand manifestos, taglines or sample ads. You may even want to invest in research. But ultimately, only you can know what’s right for your company and the decision will ALWAYS be a leap of faith — an exercise in trusting your brain and gut, simultaneously.
In my experience, great ideas can be shockingly easy to dismiss. According to the Nike Museum, Phil Knight was underwhelmed when he saw the “swoosh” icon designed for his shoes but suggested hopefully, “Maybe it will grow on me.”
2. Pre-screening will save you time and money. Before you get attached to any name candidates, do some legwork. Pre-screening will help you filter out names early on that are a no-go for legal or other reasons. Just know it’s not always cut and dried. For example:
• You may need to research multiple trademark classes even if you’re only filing in one. Say you’re developing software to be used by marketers. You’d file for a trademark in the class that covers software but you’d also need to research trademarked names in the class that covers marketing and advertising agencies.
• Keep an eye out for trademarked names that feel similar. Homonyms (i.e. words that sound alike but are spelled differently) and iterations (such as conjugations or truncated words) can be major concerns. For example, you wouldn’t be able to trademark a clothing line named Rolf Loren or a rideshare service named Ube.
• Google the heck out of your name candidates, research URLs options and, yes, check Urban Dictionary. You could discover a Canadian company in your industry already using your ideal name. You could come across a distasteful slang reference. Or, heaven forbid, a porn site. (I’ve lost name ideas to all three.)
3. Trademarking is slooooow. Trademarking your name will be essential — to protect you from potential legal troubles and safeguard the brand you’re working so hard to build. But there’s just no rushing the federal government. It will likely take a minimum of six months for your trademark application to be approved, even with zero complications along the way.
I’ve yet to meet a client with a half year to spare in their schedule. So what are you to do? Work with a savvy IP attorney. They will dive deep into trademark research to hunt down, investigate and consider every conceivable concern with your top name candidate(s). They will be able to advise you on the smartest, surest course of action.
The world needs more great names — sticky, soulful names that bring brands to life and connect with people on multiple levels. I hope these pointers will help you land yours more easily. Godspeed!