What’s in a Name?

By Gail Richards - Jul 15 , 2008

Think picking out a name for baby is tough? Try naming a business, a product or service—or your own “publishing umbrella.”

Whether or not you decide to self-publish or publish traditionally, it makes sense to put a name on your work that goes beyond, but encompasses any other books you may write. Pigeon-holing yourself in the midst of excitement over your first book, may leave you at a loss as your concept and product lines grow and develop.

Here are some guidelines and questions to help you develop solid ideas you’ll be able to live with long after the business cards and letterhead have been printed.

Getting Started
Start a list of “business names” you particularly like and those you really can’t stand. Jot down why you like or dislike them.

* Clever? Descriptive? Hard Hitting?
* Silly? Cutesy? Ambiguous? Hard to pronounce?

Ask clients and associates whose insights you value:

* What are the strongest benefits to doing business with you?
* What qualities come to mind when they think of you/your business?

Ask yourself if the feedback reflects the image you want to display. If not, define your ideal image by creating a list of words that either describes or embodies the image you seek.

If this is a NAME CHANGE
If you need to change your business name, you have a head start on the process since you have a baseline in the form of an existing name that either worked or didn’t for specific reasons.

* What are the negatives of the current name?
* What are the positives of the current name?
* Is it hard to pronounce?
* Could it be more descriptive?
* Is it too much like the competition?
* Is it confusing to relay verbally? (ie: contains a homonym like grate/great or piece/peace/peas)

Brainstorming a NEW NAME
Whether or not you are changing an existing name or starting from scratch, consider these avenues in your brainstorming:

CONNOTATION

1. Industry-specific terms that have a clear-cut meaning or reference in your industry.

For a clothing store, the name often indicates the type of merchandise: Dress Barn, 5-7-9, Famous Footwear, Motherhood & Maternity, Second Hand Rose

2. Conceptual—words that describe positive or desirable qualities for the types of products or services in your industry.

For a clothing store: The Chic Petit, Beautiful Beginnings, The Rage

SYMBOLISM

1. Personal—reference to something important or special to you; this avenue may ironically give you the most flexibility because it may not be related to your subject matter and thus, anything can fall underneath it.

• Mulbery Street Publishing, Two Sisters Gallery, Catch 22-Errand Running
• If, for example, your hobby is gardening—Lavender Car Wash
• Expect to do a lot of explaining if you go this route. This isn’t necessarily a bad thing, as it gives you the opportunity to tell people more about your business.

2. Pop culture––slang terminology or drawn from pop culture or media

• soccer mom, boy band, phat, “Just do It”, “I’ll Be Back”, Idiots Guide to…
• Will the terminology you choose go out of style?

3. Industry—an icon from your industry—person, place or thing

• Edison Light Fixtures, Bell Cel Phones, Hollywood Karaoke
• Conceptual—things that symbolize the image you want people to have of your product

Eagle, Cheetah, and Fox could be used to define bravery, speed and cleverness, respectively.

WORD PLAY

1. Puns – “Tan Your Hide”– tanning salon

2. Anagrams – SNIAGRAB = BARGAINS spelled backwards

3. Acronyms – DAV–Daughters of American Veterans

4. Play on Words – Waggin’ Trails Dog Grooming (Wagon Trails)

LOCALE

1. Area attractions, landmarks, environment

Pikes Peak Dental, Front Range Solutions, Red Rock Nursery

2. Specific physical area

32 Bleu Nightclub, Back Alley Brewing

Refining Your List of Names

Once you have determined the direction that feels right, take another look at the ideas, concepts, and actual names you have identified:

• Ask yourself how you could express each in a different way. Use a thesaurus to find synonyms or more exotic word choices. Explore shades of meaning.
• Mix and match the terms and words you come up with to create names.
• On a clean sheet of paper, write all of the ideas you’ve generated that seem worthy of pursuing further.
  • Cross off the list any that could be easily confused with another well-known business. (Well known to your audience, as well as the general public)
  • Cross off the list any that appear plain vanilla or generic compared to the rest on the page.
  • Read the list out loud. Cross off the list any that don’t roll easily off your tongue or could cause confusion when spoken or written.
  • Imagine introducing yourself in front of a large group. Cross off the list any names that you can’t picture yourself using in this scenario.
  • Of the remaining names, which feels most solid, energizing and right for you? Pick three.
• Write each of the three “finalists” on an index card and post them somewhere you will occasionally view them during the day.
  • You guessed it: eliminate one each day for two days.
  • Register your new business name with the state, and set up your new bank account because it’s time to get down to business!

©2007 Gail Richards