If you are picking a company name the old fashion way you are in trouble. You know what I am talking about — brainstorm names where customers can quickly figure out what you do. Oh yeah, and you better pick a name that starts with an “A” in it so you can get first spot in any list of competitors. Not. That old school approach to choosing a company name does not work any more. Here’s the new way:
1. Third Grade Vocabulary
How To Choose Your Company Name: The first consideration about your company name must be the ease of finding it on the web. Even if you have the coolest company name in the world, if it is hard to spell, people won’t find you on the web or will give up trying. And if they can’t find you on the web, you are losing money. That’s NOT the way to get ahead in business. The Right Way: Pick short, simple, and easy to spell names. Now, I know what you are thinking, “all the short domain names are all already taken.” But alas, they are not. Try an adjective and a noun combination and you open infinite possibilities. Like Red Hat or Blue Cross or… you get the idea.
2. Unexpectedly Visual
How To Choose Your Company Name: When you hear Monster, you think — wait for it — job searches. And what picture comes to mind? A cute monster, right? That is the power of being unexpectedly visual — you tie a common picture in with an unexpected association, and people remember. How about Proctor & Gamble? What picture comes to mind? Nothing really. Maybe a couple of old guys that smell funky, but that’s about it. The Right Way: Pick a company name that can invoke a picture in your customer’s mind. Then make sure the connection is not obvious, but with a story that makes sense. Once they make the connection, the picture will stay with them for life and you will never be forgotten.
3. Think Globally
How To Choose Your Company Name: When American car manufacturer Chevy introduced the Nova, US consumers bought it in droves. But when the same car was introduced to Spanish speaking countries in South America, the car didn’t sell at all. Once Chevy realized “no va” in Spanish means, “it won’t go”, they quickly renamed the car to Caribe and, sure enough, sales took off. The Right Way: Realize that the moment you open your doors for business, you are in an international market. Spend a little time researching how your company name will play out in different languages before you commit.
4. Taken
How To Choose Your Company Name: So you pass the first three qualifiers and you love your name. It sounds so great, you are amazed that no one else has thought of it. Think again. Just because you can’t find the name out there on the web, doesn’t mean someone else hasn’t already grabbed it. The Right Way: A simple trademark search will identify if the name is already legally owned by someone else. And that is way better than the alternative method of finding out – a cease and desist letter.
5. Make It A Verb
How To Choose Your Company Name: There is a good chance you found my blog post by “googling” or “tweeting.” They are two examples of businesses that have made their company name into verbs. There is no sweeter music to an entrepreneur’s ears than having your company name become the activity itself. The Right Way: If your company name ends in a noun (e.g. Toilet Paper Entrepreneur) it becomes much more difficult to become a verb, but it is still possible – especially through acronyms. For example, many of our community are “TPEing” their way to riches.
6. Sharable Story
How To Choose Your Company Name: We all love stories, and we will take them any way we can get them (they don’t just need to be in books). And when the story is good enough, we will share it with others. An amazing example is the story behind Hedgehog Leatherworks – they were originally planning on the name Wolverine Leatherworks, and had their logo desgined. They should have checked with a trademark search first, because they got the old cease and desist. Without enough funds they simply named the company Hedgehog Leatherworks, but left the logo, wolverine and all, just as it was. The Right Way: That story is so raw and scrappy, that people continue to share it for them. Plus you can read the story for yourself on their site.
37 Responses to “How To Choose Your Company Name, The New Way”
Chris Pund Says:
March 31st, 2009
Mike – all great tips, love the one about being unexpectedly visual. Now, more than ever, its important to check the social networks and domain registries to see if you company name is available. Getting the domain name, facebook account, twitter account, youtube account, etc are things to consider when thinking about a company name, especially as a small entrepreneur looking to brand your business on the internet.
Chase Barfield Says:
March 31st, 2009
Mike – It’s funny that you had the Chevy story in there. There was a similar situation with Colgate (Cuelga te means hang yourself). I heard that story while doing business in Mexico. It just goes to show you that in our hyperconnected world that you must think simple, visual, and global. I agree, the same old same old just won’t pass muster any more.
Taryn Crowder Says:
March 31st, 2009
The “Think Globally” tip is great and not something all entrepreneurs think about when starting their own business. Most of the time, the business plan starts out small, so you’re not “thinking globally”, but this can definitely backfire on you in the end. Great tips!
tina wick Says:
March 31st, 2009
Great tips! I wish you’d have been around 20 years ago. ( or were you!)
Lee Reizian Holmes Says:
March 31st, 2009
Mike,
Thanks for offering such great tips. I chose Art By Chocolate because it describes what we do and allows us to expand on our product lines in the future. Besides, I think the name inspires curiousity and interest. I had originally wanted “Chocolate by Design” but someone had the name and now I’m glad it all worked out the way it was supposed to!
Amy Kauffman Says:
March 31st, 2009
Mike– great post, once again. Love how you just keep it simple, the way it should be. (And the Chevy story brought me back to my old ADV 301 class!)
Myself and other entrepreneurs I know have gone through similar thought processes when you have a great, unique idea but– what will you name it?? Our company name, BlueBird, came to me when I wasn’t even brainstorming about names. It has a family story behind it, AKA a shareable story #6, and it stuck!
That’s another tip i think, I would say make sure that the name is not only original but fits you and your company’s personality and culture… it’s the first thing many people will see and associate with you, make the first impression you want.
Cheers
Eric G Says:
March 31st, 2009
Nice ideas. I used a non-conventional method to come up with my name.
Dog Spelled Forward started out as an inside joke (Some people use Thank doG in e-mail messages…I really hate it.) but turned out to be pretty memorable and a lot of people comment on how memorable it is. I like how it tends to convey the idea of dogs coming first and being well understood in my training business.
Nancy McConnell Says:
March 31st, 2009
Hi Mike, this is a great lesson, thank you so much!!!!
Carrie Says:
March 31st, 2009
Great advice, thanks! I like the idea of third grade vocabulary.
Dayna Landry Says:
March 31st, 2009
These tips are very helpful. Also good reminder about checking for trademarks.
I chose CityMommy.com because it is easy to remember and I thought it worked well with our concept.
Eugenia Francis Says:
March 31st, 2009
Mike – After publishing my workbook, TEACH YOUR CHILD THE MULTIPLICATION TABLES, FAST, FUN & EASY, I began thinking of a company name. I wanted something like “Hooked on Phonics” that would tell the customer exactly what the product was. I came up with TeaCHildMath. My IP attorneys warned me a “descriptive name” such as mine would be harder to trademark than a made up name such as KODAK. (You can’t name an apple/fruit company “Apple” but you can name a computer company that.) I stuck to my guns. When people see my banner at book fairs, they know exactly what I’m about. I got trademark approval in the US, Mexico, Australia, Korea & the EU. Canada was the only country not to approve because name was deemed too “descriptive.” As to problem with spelling, I also have TeachChildMath so that those customers are directed to my site. Be sure to register alternate spellings of your brand. For a new company like mine, a DESCRIPTIVE name has made ALL the difference. It’s a perfect name!
Tina Tobin Says:
March 31st, 2009
I really like the point about being unexpectedly visual. I still find it amazing that anyone would choose monster in the name for a job search site, but the visual does seem to do the trick. There are many other sites with names that don’t seem related to their product or service, but without a visual no one remembers them and I’ve even seen a few rename such businesses.
Barbara Hranilovich Says:
March 31st, 2009
These are all things I wish I’d thought about before picking a name. I have EASEY and a teeny bit of STORY, but all the dynamic aspects are missing from BARBCO. The car took most options for CADDi. I should have thought it through further. I’m happy for newcomers that they have the sort of guidance you provide. Always fun. Always dead-on.
Katie Danziger Says:
March 31st, 2009
Love your naming suggestions. I was also told to think of a name that is easy, but doesn’t necessarily mean anything, like Crocs and Velcro. I chose “nomie baby,” because when my daughter was little she couldn’t pronounce the word “cozy” it came out as “nomie,” so that came to mean anything cozy, comfy or snuggley in our family. Hope it’s memorable to everyone else!
Angela Watson Says:
March 31st, 2009
Originally, we were named SurvivorPosters because we made posters specifically for breast cancer survivors. Obviously, when we expanded our line to include MomPosters, DadPosters, AlumniPosters, ProfessionPosters, PostersInUniform and PetPosters, we needed a far more encompassing name. Thus YourPersonalPoster was born.
While I am fairly happy with our name (somewhat alliterative and descriptive), I do wish it could be a bit shorter. I also really wish I had thought about the Make It A Verb tip in the article above. Goes to show, there’s always something you just didn’t think of at the time, right?
Mike Michalowicz Says:
March 31st, 2009
@Chase – That is hysterical! Man, is the world global or what?
- Mike
Mike Michalowicz Says:
March 31st, 2009
@Lee – I love the name “Art By Chocolate” – very intriguing.
@Dayna – I think CityMommy is another winner! Good name.
- Mike
Mike Michalowicz Says:
March 31st, 2009
@Barbara – It’s never too late!!!! A lot of business elect to get a DBA. So… if your name is not working for you, keep it, and select a better name as your DBA (Doing Business As).
Andrea Costantine Says:
March 31st, 2009
Great blog post! I agree, it is very difficult to find a name that is easy, sounds catchy, fits your style, and has an available domain (probably the hardest part).
I’ve since given up my business name and started using my real name. It’s hard to spell, so I own the misspellings of it too…. Oh well, I guess you win sometimes and sometimes you loose!
Richard Says:
March 31st, 2009
Just out of curiosity, I thought the word “entrepreneur” was trademarked and couldn’t be used as a company or product name. Has this situation changed?
Richard
David Sandusky Says:
March 31st, 2009
Another worthy read.
I must tell you, I am proud of my company name. Your Brand. People regularly tell me they think of Your Brand when they hear or read the two words together in a statement. It is amazing how often. Specially recently with all the personal brand chatter. I did not expect the personal brand “guru” chatter when we named the company in 2006. The hand in my logo and Your Brand Radio are talked about ’round town too. “Oh yea, the guy with a hand on his biz card/website or whatever. It works. What do you think: http://www.yourbrandplan.com
Am might be to proud, but I think it is cool every time.
Cheryl Hill Says:
March 31st, 2009
More great ideas Mike – Man you are one BRILLIANT Entrepreneur!!! ;0)
I had to giggle at the Chevy Nova story… good one! I agree you need to keep things SIMPLE (kinda like that name)
It is important to find a way to BRAND yourself and your company that will stay in peoples minds.
Thanks again -
Chill
Bryan Pappin Says:
March 31st, 2009
Mike – You’re THE MAN! These are all excellent points to consider when choosing a company name.
@Chris Pund – Yes it’s even more diffucult and very important to grab all those networking accounts now a days ei: facebook, myspace, youtube, twittler, digg, bebo, etc…
To All The Entrepreneurs – BIG UPS!!!
Jeff Swedarsky Says:
March 31st, 2009
Mike
Nice post as usual. It seems my company name only adheres to rule #1. Even the suffix trick doesn’t work so well- ‘I plan to go DCMFTing this weekend’ – doesn’t really cut it.
My goal was to describe the product and location as simply as possible. It had to do with my TPEing the concept into a business; I didn’t quite have the marketing budget to put out a real cool name and tie it to my company’s product, so I just made the product the name.
Lee Reizian Holmes Says:
March 31st, 2009
glad to hear you find Art By Chocolate intriquing–thanks, I guess it’s doing it’s job. By the way, bought the book and I’m really enjoying it! If you’re ever in DC, be sure to look me up. We’re having a great year–chocolate is one of the few acceptable sins left!
@JoshHurlock Says:
April 1st, 2009
Mike,
Thanks for the post. I think the key is to just be simple, yet catchy. Having a sophiscated name will just confuse some people and limit attention. Having a simple, yet catchy name and logo adheres to a larger people base.
Mayumi Says:
April 1st, 2009
Thanks again Mike for letting me share my name. I’ve been getting a few responses that really helped me out.
So, I think Apple Bus Concierge might be the name I’m going with. Because that’s how my daughter pronounces Octopus.. and that’s a great animal to represent the extra hands a concierge could offer.. yay!
Joe Hafner Says:
April 1st, 2009
Mike – love these tips. The story behind my company name, “Ocho!” is a great one to tell, but I hadn’t thought about putting the story online. What a fun idea. And it plays well to point#5, since we “Ocho” one another all the time among my family, friends and clients. It’s even on my business cards – why not online – duh!
Jordanna Stephen Says:
April 2nd, 2009
I love the tips Mike. The tips are simple enough and yet often forgotten. I wish I had this article when coming up with my PR firm’s name and logo. But, I will definitely keep this in mind, should I start another business.
Mike Michalowicz Says:
April 3rd, 2009
@Jordanna – I think, if for no other reason, you MUST start a new company.
@Joe – Tell us when you have the story on line. I want to check it out.
Sarah of Chic Gems Jewelry Says:
April 5th, 2009
I have discovered that my company name, Chic Gems, etc., is catchy and people like it however, so many people mispronounce it. It is pronounce “sheek gems” not “chick gems”.
Be careful to choose an easy to pronounce name so that you don’t have to awkwardly correct someone on the pronunciation.
Sarah of Chic Gems Jewelry Says:
April 5th, 2009
I have discovered that my company name, Chic Gems, etc., is catchy and people like it however, so many people mispronounce it. It is pronounced “sheek gems” not “chick gems”.
Be careful to choose an easy to pronounce name so that you don’t have to awkwardly correct someone on the pronunciation.
Schanz Says:
June 26th, 2009
Excellent article. Being ?real? and passionate are very important. Readers can tell when the writer cares about the subject at hand. Thank you. Femme Russe
Profile Views Says:
November 5th, 2009
Who does your SEO work?
I’d give you a PR10 for sure! – nice work here.
Very Nice
Mike Michalowicz Says:
November 5th, 2009
LOL! Thanks for the compliment, but it is kinda funny, since we really aren’t into SEO… meaning we don’t change stuff around to play into the desire of search engines. Quite frankly that is way to technical for me. So the exposure is all our in house. Just writing, speaking and doing video… and we have an AWESOME TPE community who is spreading the word!
seb Says:
January 13th, 2010
Great post! Another consideration is how short or “twitter friendly” you name is, and can people post updates on twitter without using a url shrinking site like bit.ly
1. Third Grade Vocabulary 
March 31st, 2009
Mike – all great tips, love the one about being unexpectedly visual. Now, more than ever, its important to check the social networks and domain registries to see if you company name is available. Getting the domain name, facebook account, twitter account, youtube account, etc are things to consider when thinking about a company name, especially as a small entrepreneur looking to brand your business on the internet.
March 31st, 2009
Mike – It’s funny that you had the Chevy story in there. There was a similar situation with Colgate (Cuelga te means hang yourself). I heard that story while doing business in Mexico. It just goes to show you that in our hyperconnected world that you must think simple, visual, and global. I agree, the same old same old just won’t pass muster any more.
March 31st, 2009
The “Think Globally” tip is great and not something all entrepreneurs think about when starting their own business. Most of the time, the business plan starts out small, so you’re not “thinking globally”, but this can definitely backfire on you in the end. Great tips!
March 31st, 2009
Great tips! I wish you’d have been around 20 years ago. ( or were you!)
March 31st, 2009
Mike,
Thanks for offering such great tips. I chose Art By Chocolate because it describes what we do and allows us to expand on our product lines in the future. Besides, I think the name inspires curiousity and interest. I had originally wanted “Chocolate by Design” but someone had the name and now I’m glad it all worked out the way it was supposed to!
March 31st, 2009
Mike– great post, once again. Love how you just keep it simple, the way it should be. (And the Chevy story brought me back to my old ADV 301 class!)
Myself and other entrepreneurs I know have gone through similar thought processes when you have a great, unique idea but– what will you name it?? Our company name, BlueBird, came to me when I wasn’t even brainstorming about names. It has a family story behind it, AKA a shareable story #6, and it stuck!
That’s another tip i think, I would say make sure that the name is not only original but fits you and your company’s personality and culture… it’s the first thing many people will see and associate with you, make the first impression you want.
Cheers
March 31st, 2009
Nice ideas. I used a non-conventional method to come up with my name.
Dog Spelled Forward started out as an inside joke (Some people use Thank doG in e-mail messages…I really hate it.) but turned out to be pretty memorable and a lot of people comment on how memorable it is. I like how it tends to convey the idea of dogs coming first and being well understood in my training business.
March 31st, 2009
Hi Mike, this is a great lesson, thank you so much!!!!
March 31st, 2009
Great advice, thanks! I like the idea of third grade vocabulary.
March 31st, 2009
These tips are very helpful. Also good reminder about checking for trademarks.
I chose CityMommy.com because it is easy to remember and I thought it worked well with our concept.
March 31st, 2009
Mike – After publishing my workbook, TEACH YOUR CHILD THE MULTIPLICATION TABLES, FAST, FUN & EASY, I began thinking of a company name. I wanted something like “Hooked on Phonics” that would tell the customer exactly what the product was. I came up with TeaCHildMath. My IP attorneys warned me a “descriptive name” such as mine would be harder to trademark than a made up name such as KODAK. (You can’t name an apple/fruit company “Apple” but you can name a computer company that.) I stuck to my guns. When people see my banner at book fairs, they know exactly what I’m about. I got trademark approval in the US, Mexico, Australia, Korea & the EU. Canada was the only country not to approve because name was deemed too “descriptive.” As to problem with spelling, I also have TeachChildMath so that those customers are directed to my site. Be sure to register alternate spellings of your brand. For a new company like mine, a DESCRIPTIVE name has made ALL the difference. It’s a perfect name!
March 31st, 2009
I really like the point about being unexpectedly visual. I still find it amazing that anyone would choose monster in the name for a job search site, but the visual does seem to do the trick. There are many other sites with names that don’t seem related to their product or service, but without a visual no one remembers them and I’ve even seen a few rename such businesses.
March 31st, 2009
These are all things I wish I’d thought about before picking a name. I have EASEY and a teeny bit of STORY, but all the dynamic aspects are missing from BARBCO. The car took most options for CADDi. I should have thought it through further. I’m happy for newcomers that they have the sort of guidance you provide. Always fun. Always dead-on.
March 31st, 2009
Love your naming suggestions. I was also told to think of a name that is easy, but doesn’t necessarily mean anything, like Crocs and Velcro. I chose “nomie baby,” because when my daughter was little she couldn’t pronounce the word “cozy” it came out as “nomie,” so that came to mean anything cozy, comfy or snuggley in our family. Hope it’s memorable to everyone else!
March 31st, 2009
Originally, we were named SurvivorPosters because we made posters specifically for breast cancer survivors. Obviously, when we expanded our line to include MomPosters, DadPosters, AlumniPosters, ProfessionPosters, PostersInUniform and PetPosters, we needed a far more encompassing name. Thus YourPersonalPoster was born.
While I am fairly happy with our name (somewhat alliterative and descriptive), I do wish it could be a bit shorter. I also really wish I had thought about the Make It A Verb tip in the article above. Goes to show, there’s always something you just didn’t think of at the time, right?
March 31st, 2009
@Chase – That is hysterical! Man, is the world global or what?
- Mike
March 31st, 2009
@Lee – I love the name “Art By Chocolate” – very intriguing.
@Dayna – I think CityMommy is another winner! Good name.
- Mike
March 31st, 2009
@Barbara – It’s never too late!!!! A lot of business elect to get a DBA. So… if your name is not working for you, keep it, and select a better name as your DBA (Doing Business As).
March 31st, 2009
Great blog post! I agree, it is very difficult to find a name that is easy, sounds catchy, fits your style, and has an available domain (probably the hardest part).
I’ve since given up my business name and started using my real name. It’s hard to spell, so I own the misspellings of it too…. Oh well, I guess you win sometimes and sometimes you loose!
March 31st, 2009
Just out of curiosity, I thought the word “entrepreneur” was trademarked and couldn’t be used as a company or product name. Has this situation changed?
Richard
March 31st, 2009
Another worthy read.
I must tell you, I am proud of my company name. Your Brand. People regularly tell me they think of Your Brand when they hear or read the two words together in a statement. It is amazing how often. Specially recently with all the personal brand chatter. I did not expect the personal brand “guru” chatter when we named the company in 2006. The hand in my logo and Your Brand Radio are talked about ’round town too. “Oh yea, the guy with a hand on his biz card/website or whatever. It works. What do you think: http://www.yourbrandplan.com
Am might be to proud, but I think it is cool every time.
March 31st, 2009
More great ideas Mike – Man you are one BRILLIANT Entrepreneur!!! ;0)
I had to giggle at the Chevy Nova story… good one! I agree you need to keep things SIMPLE (kinda like that name)
It is important to find a way to BRAND yourself and your company that will stay in peoples minds.
Thanks again -
Chill
March 31st, 2009
Mike – You’re THE MAN! These are all excellent points to consider when choosing a company name.
@Chris Pund – Yes it’s even more diffucult and very important to grab all those networking accounts now a days ei: facebook, myspace, youtube, twittler, digg, bebo, etc…
To All The Entrepreneurs – BIG UPS!!!
March 31st, 2009
Mike
Nice post as usual. It seems my company name only adheres to rule #1. Even the suffix trick doesn’t work so well- ‘I plan to go DCMFTing this weekend’ – doesn’t really cut it.
My goal was to describe the product and location as simply as possible. It had to do with my TPEing the concept into a business; I didn’t quite have the marketing budget to put out a real cool name and tie it to my company’s product, so I just made the product the name.
March 31st, 2009
glad to hear you find Art By Chocolate intriquing–thanks, I guess it’s doing it’s job. By the way, bought the book and I’m really enjoying it! If you’re ever in DC, be sure to look me up. We’re having a great year–chocolate is one of the few acceptable sins left!
April 1st, 2009
Mike,
Thanks for the post. I think the key is to just be simple, yet catchy. Having a sophiscated name will just confuse some people and limit attention. Having a simple, yet catchy name and logo adheres to a larger people base.
April 1st, 2009
Thanks again Mike for letting me share my name. I’ve been getting a few responses that really helped me out.
So, I think Apple Bus Concierge might be the name I’m going with. Because that’s how my daughter pronounces Octopus.. and that’s a great animal to represent the extra hands a concierge could offer.. yay!
April 1st, 2009
Mike – love these tips. The story behind my company name, “Ocho!” is a great one to tell, but I hadn’t thought about putting the story online. What a fun idea. And it plays well to point#5, since we “Ocho” one another all the time among my family, friends and clients. It’s even on my business cards – why not online – duh!
April 2nd, 2009
I love the tips Mike. The tips are simple enough and yet often forgotten. I wish I had this article when coming up with my PR firm’s name and logo. But, I will definitely keep this in mind, should I start another business.
April 3rd, 2009
@Jordanna – I think, if for no other reason, you MUST start a new company.
@Joe – Tell us when you have the story on line. I want to check it out.
April 5th, 2009
I have discovered that my company name, Chic Gems, etc., is catchy and people like it however, so many people mispronounce it. It is pronounce “sheek gems” not “chick gems”.
Be careful to choose an easy to pronounce name so that you don’t have to awkwardly correct someone on the pronunciation.
April 5th, 2009
I have discovered that my company name, Chic Gems, etc., is catchy and people like it however, so many people mispronounce it. It is pronounced “sheek gems” not “chick gems”.
Be careful to choose an easy to pronounce name so that you don’t have to awkwardly correct someone on the pronunciation.
June 26th, 2009
Excellent article. Being ?real? and passionate are very important. Readers can tell when the writer cares about the subject at hand. Thank you. Femme Russe
November 5th, 2009
Who does your SEO work?
I’d give you a PR10 for sure! – nice work here.
Very Nice
November 5th, 2009
LOL! Thanks for the compliment, but it is kinda funny, since we really aren’t into SEO… meaning we don’t change stuff around to play into the desire of search engines. Quite frankly that is way to technical for me. So the exposure is all our in house. Just writing, speaking and doing video… and we have an AWESOME TPE community who is spreading the word!
January 13th, 2010
Great post! Another consideration is how short or “twitter friendly” you name is, and can people post updates on twitter without using a url shrinking site like bit.ly
January 14th, 2010
@Seb – THANKS for that great tip.