3 pillars to pick the best name for your company

We are talking about naming. i.e. giving things identities. Whether it's naming a product, a company, or a domain, it's crucial because it affects first impressions, brand recognition, and emotional connections. Effective names are often memorable, unique, and convey a sense of what the named entity is about. It’s a big part of creating a lasting impact.

Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. He wrote an interesting book that helps those who have decided to use a brand for their company and website. You can buy the book on Amazon, The Complete Guide to Creating a Name for Your Company, Product, or Service.

He identifies three pillars on which to base the naming process.

• Be strategic
• Be creative
• Be technical

First, make a brief that include a description of what’s being named, ideas you’re hoping to convey via the name, a description of your target audience, and the names of your competitors. This will help guide you as you consider your various options. And ask you if the name is meaningful, is adaptable, is distinctive.

Second, the creative is not easy to define, but we can say that the most effective names are often unexpected, catchy, or buzzworthy. Ask you if the name is memorable, sounds good, looks good.

Third, be sure that your ideas are technically viable, legally available, and that they avoid linguistic, spelling, or pronunciation challenges.


If you want to know more about brand naming listen the Rob's podcast on How Brand are Built.