How to select a brand name? Discover some creative ideas and strategies to find your company a flawless name.

How to select a brand name

 I have recently been through the process of selecting a brand name for my latest tech venture:  GoodJob.dk – A micro job platform aimed for the Danish market.

If you’ve ever tried to name a company, you understand how hectic the process is. Most of the best names are already taken. In fact, some of them were taken as early as ten years ago. If you have intentions of naming your company after a common English name, you must be prepared to spend tens of thousands of dollars to be accredited an online presence. A poor brand name can potentially put your company in big trouble. Fortunately, you can use the creative ideas provided herein to find your company a flawless name. When naming your company, you need to push past the general thinking to unravel the hidden opportunities. The neatest way to get started is to concentrate on the basics (humanistic psychology). Here are the tips to creatively help you get a nice domain name for your company.

1. Accept the power of symbolism and sounds

Certain sounds have been discovered to inspire positive emotions and lead to experiences that can be liked, shared and remembered. Companies like Dasz, Haagen and Limoncello have been using this strategy to reinforce positive, unforgettable experiences through sound. A neuroscientist, Vilanyanur Ramachandran in 2003 published a study explaining the relationship between metaphors and certain parts of the brain. He made a conclusion that sounds can be metaphors for certain images, and that people can experience sounds through tastes and colors.

While selecting your brand name, think about the most commonly used words in our day to day activities. It is essential that you pick words that are associated with specific sensory experiences. For instance, take words associated with; darkness, lightness, weakness, strength, sharpness and dullness. Also try to remember your high school English concepts that include; alliteration, interjection, assonance and consonants.

2. Apply memorization techniques to get concepts that stick

Perfect company names are emotion-driven and are memorable as well. If you are straining to name your company, stop thinking about what you want your company to be or look like, and try to focus on the emotions you are likely to generate within your customers. Start by generating a mind map of the ideas related to your business. Look at all the possible descriptive words, experiences and emotions that you’ve felt in building your brand.

After that, make an outline of visual images relating to your company. Try to go through similar mental experiences you underwent when you were a child in school, as you played memorization games so that you may stretch your imagination further. This type of experiences technically helps your mind unravel ideas you hadn’t considered yet. Doing an exercise of the mind helps you encounter new concepts and linguistics to build upon. Remember your goal is to find a business name that suits as many people as possible, and not a name that only targets or favors a few customers. Come up with a visual image that your target audience can easily remember. It doesn’t matter the relationship you find, or what you decide, always ensure your ideas are face-tested.

3. Be a lexical innovator

If you haven’t come across a word that suits your brand, be creative and invent your own. We receive new words every day – slangs and formal words flow into the market every time. A very good example of this trend is the word Google. It’s a word that arose completely from obscurity, and now it found its way right into the Oxford Dictionary. It is an example of a company that deviated from the normal, and pioneered a totally new concept.

Don’t give a brand name to your company, just because you feel comfortable with the name. Instead, ask your customers and community members to describe your brand from their on authentic perspective. Progress and innovation come as a result of venturing into new areas. Your business name shouldn’t be different from your services or products. Seek advice from other people, so they help you in naming.

              Final Words

Overcome the name-race by taking control of your web presence. Select a name that motivates your target audience to think and feel differently. Seek their advice while inquiring for new areas of opportunity to explore. Be creative and think outside the box by seeking new words, languages and slangs.

When you consider naming from this perspective, you’ll discover you have more than enough options and choose from, and at the end, you will surely get that dot-com name you’re yearning for.

Written by Kenneth Hogrefe