How do you generate business name ideas?

We're often asked "how can I come up with a business name?" so I thought I'd write a short post with some tips...

Back in the days before the internet and the subsequent explosion of micro businesses, pulling together a list of potential names for your new business venture was relatively simple. You’d gather together the main decision makers and those ‘creative types’ in the company, sit them in the boardroom with coffee, croissants and a large Nobo board and off you go! All suggestions are welcome and no names are bad. Surely after a couple of hours of thrashing about and a few laughs you will have your list of 10 or so possible names? Then float them to your family and friends overnight, make sure they don’t sound too rude and check it doesn’t look too much like one of your competitors.

Hey-presto, your new brand is born!

Today it’s not quite so simple. Markets are awash with companies launching new businesses, and they’re all looking for the same thing - names that are different, memorable and easy to pronounce. Names that can travel across multiple languages without offending, that are short and that have a URL/domain that you can buy – cheaply! Crucially, they want names that are available, trademark registrable in all the markets they operate in or into which they might expand and that will appeal to their audience. That’s quite an ‘ask’ for a brainstorm in the boardroom.

What is required is ‘a process’. A system that can both generate and validate a large number of names in a fast and cost efficient way.

Time spent at the start agreeing what you want or need is well spent. A linguistic analysis of your competitors to map where you want to be and how you want to be seen helps focus everyone and leads to agreement on name/word types as well as your key brand naming criteria. Then test those variables by producing some examples to ensure that those are the styles that you want.

Name generation needs to be a mix of software and brainware. Computer programmes that can produce hundreds of names/words alongside human namers that can craft and blend.

With a longlist of options compiled, the validation process can begin. Linguistically checking with native, in-country, speakers against agreed grading parameters. Checking for any gross negative meanings via an automated, 120-language database. Searching in all the national and international trademark registries for availability. Running checks on the internet for brands which while not registered may be operating in your market. Then add the search for URL/domain availability to ensure that your desired .com address can be secured.

Once these steps are taken, you will arrive at a shortlist of names that you can be confident enough in to make your selection for the new brand.

Or, of course, you can go back to the old method and take your chances. You choose.