How to Choose a Business Name That Actually Sells

What is the single biggest obstacle to scaling your brand? It’s not your product, and it’s probably not your budget. It’s your Brand Name. 

When we say Swiggy Instamart, what actually comes into our mind. This brand sells the moment you see the name. It tells you in two syllables, what actually you get: an instant access to a market or a store, with fast delivery. 

Your business name isn't just a label, it’s your low cost high performing employee that will work for you 24/7. The right brand name would open doors and won’t allow you to waste your first five minutes when you meet prospective investors and business partners in explaining what your brand promises.

Before you choose your business name, understand your brand and get to know your target audience alongside defining your future. Think about what will be the first thing that would come into the mind of people when they look at the name. A name that won’t prove to be an obstacle in the future expansion of the business. 

Let’s break down 4 simple checks to name your selling machine:

Principle 1: Clarity with Cleverness

In the current chaotic online world, if a customer has to google about your product 

then boom, you have lost your sale. A good name is generally remembered and distinguished among competitors and help customers interpret your product idea.

Let’s take another example of Snapchat. Just by hearing the name a layman can tell that people might use this platform to text (chat) and share images or videos (snaps) with each other. 

Thus, a name which is easy to say and spell while being unique and distinctive is highly preferred. It’s not always necessary to be descriptive in the naming approach. The only thing needed is Clarity with Cleverness.

GrrowEzy Insight: Cleverness is great for a personal journal; clarity is crucial for a business bank account.

Principle 2: The 'Scalable' Check

Choose a name that won’t limit you if your business grows or expands to new products or sectors in the future. Your name should not put a ceiling on your growth. Many entrepreneurs limit themselves with overly specific names. 

Let’s take the same example of Snapchat. Suppose it was named Ten-Second Photos. This name limits it to a single feature of images. If the company tries to introduce videos or stories, the name would instantly feel outdated and inaccurate.

Thus, make a check that if you introduce your brand in 2 different product sectors and 2 different geographical regions in future, will your brand name still make sense!

GrrowEzy Insight: If your business takes off, you'll regret a name that forces you to whisper an apology every time you launch a new product.

Principle 3: The Availability

Before getting attached to a name, check if the domain name is available alongside social media handles. Do a little research to ensure the name isn't already trademarked or booked. 

Write down keywords related to your business values and what makes you different. Then combine and play with these keywords. 

Imagine spending days and hours in finalising a name only to see a person already making profits out of that name. That would hurt!

GrrowEzy Insight: Feature-focused names are for engineers. Benefit-focused names are for customers.

Principle 4: The "Phone Test" 

Word-of-mouth is still the most powerful form of marketing. Memorable names are easily shared, repeated and referred. Call a friend and tell them your business name over a noisy speakerphone. Can they recall it after 10 minutes. That would decide your destiny!

Say the name out loud to check for awkward sounds. Get feedback from family and friends. Anything with unnecessary apostrophes or punctuation marks, random capitalisation should be discouraged. 

GrrowEzy Insight: Never let a clever spelling cost you a customer referral.

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Name game has 6 different naming categories in it. Those are:

Category 1: Descriptive

Example: ‘American Airlines’. 

They work by telling you exactly what the company does, but these names can be a mouthful and are much harder to own and protect.

Category 2: Acronymic 

Example: ‘Kentucky Fried Chicken".

These names are more strategic. They shift the focus from a descriptive product to a distinct entity. It is very helpful in eliminating the principle 2 discussed above by removing restrictions on the brand’s growth in any sector.

Category 3: Suggestive

Example: ‘Uber’.

These names are ripped right out of dictionary and suggest attributes or benefits. It

works bulkily for a company with big broad bold ambitions. 

Category 4: Composite

Example: ‘Facebook’.

They are created by glueing two words together. These names have a kind of one two punch and can be really memorable because of this attribute. 

Category 5: Associative

Example: ‘Red Bull’.

They work by reflecting imagery and meaning back to the brand. Red Bull associates to a drink with bull-like qualities such as power and confidence. 

Category 6: Abstract

Example: ‘Rolex’.

These names have no intrinsic meaning but instead rely on the power of phonetics to create really powerful brand names. 

Also most importantly never forget to check if the name that is decided does not mean anything negative or absurd in any other language or country. 

A few words about Alphabet, the parent company of Google and now one of the world’s most valuable companies. 

Is Alphabet a great name? You bet.

First of all, the name is a great idea. An alphabet is a set of letters that form the basis of all language and communication.

Second, the name provides a playful link back to the companies underneath. 

Third, the name encourages investors. Buy this stock and you’re making an alpha bet.

If you need help creating a strong, sellable name for your brand, GrrowEzy can guide you through the entire process from idea to launch.

For more information, refer https://www.grrowezy.com/