“What’s in a name? That which we call a rose by any other name would smell as sweet.”
(Romeo & Juliet)
Shakespeare might be right when it comes to naming flowers but that’s not the case when it comes to your corporate identity. Naming your business properly is a crucial step in brand strategy, as your business brand is what will henceforth be used to identify the service or product you provide. So here are some pointers you should consider.
Imagine if you name your pet store Glen Waverly Pets. When you want to expand, say to Dandenong or anywhere else in Melbourne, it doesn’t work. So keep it as generic as possible for future growth and relocation possibilities.
Whether it is your business logo design or your business name, any notable brand design company would emphasise this- complicated designs and names make it harder for people to remember, so try to keep it down to 2, but no more than 3 syllables.
The best way to find out if there would be a pronunciation problem would be to test it out. Ask friends of different backgrounds, ethnicity and age to say it out loud. The more diverse your test crowd, the better, as they would be able to tell you if it sounds suspiciously like a negative word in a foreign language.
If you can have a custom logo design, you most certainly can have a custom brand name. A made up brand name differentiates you from the crowd and has the added benefit of making it easier to register since it is highly unlikely the name has already been taken.
Like Greek or Latin if you can’t make up a word. The advantage of this is that sometimes they are represented by symbols you can integrate into your corporate logo design. It also makes for a more interesting name. Consider soap and Savon, which is also soap, but in French.
If the brand name you come up with is not available, then it’s back to the drawing board. So visit the Business Name Registration website (https://connectonline.asic.gov.au/) to check, before committing to anything.
Again, check that the brand name and the professional logo design that you have just come up with do not infringe on any registered trademark rights in your industry classification.(http://pericles.ipaustralia.gov.au/atmoss/falcon.application_start)
Get one that represents your product or service and keep it close to your brand name as possible to allow for branding continuity.
You wouldn’t call yourself Techies if you sell furniture. And neither would you call yourself Bubbles if you are an IT company, would you? Make your brand name relevant.
Coming up with a business brand is only the beginning of building up your company name. So unless you want to look to Shakespeare for help, you might want to consider instead, a brand design company who will guide you through this important and necessary first step.
Bless Designs is a Melbourne based brand design and communication strategy agency that provides integrated logo design and signage design for all your business needs.