When building a business there is little more important than selecting an
appropriate company or product name. Names can be distinctive, unique or
descriptive.
The problem with descriptive names is that they are very difficult to
legally protect. For example you could call your software "word processing
software" or "text editor" but neither are distinguishing or unique. A
competitor could enter the market and use the same name funneling your
traffic and benefiting from your product reputation. Distinctive names can
be trademarked and protected. As a result many developers combine
distinctive and descriptive by adding a company or brand name: "Brand Text
Editor" or "Brand Word Processing Software".
Tips for finding a name that is just right.
Brainstorm - Spend time making a list of words. The words might be generic
or descriptive. If the words are descriptive use words that elicit a
positive image or response. Some words automatically convey a specific
feeling. Use words that elicit emotions that you wish to relate to your
product or service.
Examples:
Lion = Power, Strength
Eagle = Sharp, Clear
Cheetah = Fast
Safe = Trust
Oak = Solid
Use a Thesaurus
Use a thesaurus to locate synonyms of words on your brainstorm list.
Jumble
Merge the words and mix the order of the words and see if any combinations
are appealing, unusual, distinctive or unique.
Selecting a Name
When company names appear in a list they are often alphabetized. As a
result businesses will often select a name that uses an "A" to appear at the
top of the list.
Search Engine Search
Search the major search engines including: Google, Yahoo, MSN using the
chosen product or company name. How much competition is there? Will using
the name for your product or company cause unnecessary product confusion. If
a savvy company in another niche has strong search engine ranking for the
name you want, consider selecting something different. Keep in mind you will
be competing with the existing search results for search engine placement
for your brand.
Domain Search
Conduct a domain search to determine the availability of domains that
resemble your choices.
Name Selection Tips
a. Memorable
Names and domains should be memorable and not excessively long.
b. Easy to Read
Domain names should be easy to read in print, remember the letter "l" and
the number "1" can appear very similar in some typographical fonts. If you
are using either character in your domain make sure it is clear and will not
cause confusion.
c. Easy to Say
Company names, domain names and product names should be easy to say and
easily understood. Test the names by saying them outloud, and make sure
other can clearly understand what you are saying.
d. Easily Spelled or Not Easily Misspelled
Domain names should be easy to spell. If your heart is set on a domain with
tricky spelling, purchase the domains of common misspellings and protect
your traffic.
e. Hyphen Controversy
If you are registering a multi-phrase domain name you may be unsure whether
to purchase the domain with hyphens. The best way to handle this is to
purchase the domain both ways with and without hyphens and use a redirect.
f. .com Is King
Avoid purchasing domains with obscure endings. The .anything domains can
cause confusion, stick with the standard domains for your primary website.
g. Be Careful
Be careful how the word is read! Multi word domains can be interpreted a
number of different ways.
Examples:
therapistfinder.com
The Rapist Finder
Therapist Finder
molestationnursery.com
Mole Station Nursery
Molestation Nursery
speedofart.com
Speedo Fart
Speed of Art
h. Foreign Appeal
What does the selected name mean in other languages? This is particularly
important if you are selling in a global marketplace. Big companies have
been known to make serious oversights in this area. Chevy Nova required a
rename when Chevrolet realized that Nova meant "no go" in the Spanish market
(not a great name for a car!).
i. Not Too Narrow, Not Too Broad
Many companies fall into the trap of creating a company name that is too
narrowly focused. Your company name should leave room for expansion or
change as your business grows. While descriptive names are common they are
better suited to product names than company names. Select a company name
that allows you to expand your product line should you choose to.
j. Test It
Once you have narrowed down the list of company or product names ask others
what they think about your selection. You might find that certain names have
negative connotations, or do not elicit the reaction you were expecting.
k. Controversial Names
Names can suggest product usage or quality by using certain kinds of words.
Avoid using terms that generate negative connotations. Avoid controversial
terms.
Example:
Demon Software - negative connotations alienating Christians, why reduce
your market?
Liberal Software - while politics might be important in your personal life,
do you really want to reduce your selling market by alienating
conservatives?
Regards Gerald Crawford
Webcraft.ws Stellenbosch
PO BOX 12216 Die Boord 7613 Stellenbosch South Africa
Telephone: +27-021-8833027 (office)
Cell: +27-0720390184 (mobile)
SMS: 0796343545
Skype: webcraft.guru
Fax: 0865657300
After Hours: 0881242372
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
Yahoo: webcraftguru@yahoo.co.za
Blog: http://webcraftws.blogspot.com/
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