10 Tips for Naming Your Company, Product, or Service

How can Darwin help you name your company, product, or service? Why is etymology a scam? Learn the secrets of naming from a professional namer with a PhD in linguistics. Meet the naming challenge with tools and confidence.

Written Jul 11, 2008, read 9140 times since then.

Fortunately, there’s no magic to naming. Why fortunately? Because that means anyone can do it. It doesn’t mean it’s easy to do a good job, though. These tips from The Name Inspector might help.

1. Quantity and diversity yield quality

Naming is a matter of satisfying many competing constraints. Ideally a name is relevant, positive, memorable, reasonably short, not too generic, not too similar to a competing name, associated with an available domain name, and distinctive enough to bring your web page to the top of search engine results. The odds are against having a name just pop into your head that satisfies all these constraints. That means the most effective way to come up with a name is to think of lots of different ideas, carefully screen and choose, and repeat. A good metaphor for the naming process is evolution through variation and natural selection.

2. Selection is as important as creation

In all evolutionary processes, selection is more important than the initial causes of variation. So it is with naming. It doesn’t matter how you come up with your ideas for names, as long as you have some great ones to choose from. (Fortunately, the process that leads to variation in name ideas is not random, like genetic mutation. There are things you can do to increase your chances of having good ideas.) It’s important to realize that evaluating your name ideas and choosing the one that really works is as important to the naming process–and takes as much work–as coming up with name ideas in the first place.

3. Try different types of name

One good way to increase your chances of having great name ideas is to create different types of name. You might start with The Name Inspector’s classification of names and try to think of something in each category. This will make you consider possibilities you otherwise might overlook, and will help you learn what kind of name is right for your company, product, or service.

4. Use collective intelligence

Another good way to diversify your pool of name ideas is to have lots of people contribute. They can help both by suggesting names and by critically evaluating others’ name ideas. Other people will notice gems that you ignored, and duds that you’re attached to for your own idiosyncratic reasons.

5. Use linguistic resources

What goes for names also goes for the raw linguistic material that you use to create names. It’s unlikely that just the right word is going to pop into your head to serve as the basis for a blend, a compound, or some other type of put-together name. It helps to have lots of relevant words presented to you quickly so that you can select from among them. A thesaurus helps a lot. You might use a fancy online tool like the Visual Thesaurus, but a good old copy of Roget’s does very nicely.

6. Do exercises to explore connections to relevant concepts

Creative professionals, especially namers, love making mind maps and doing other exercises to break their habits of thought and explore connections among ideas. You should do this, too. Start with a clear understanding of what your company/product/service does and how it benefits people. Then think of things that are indirectly associated with these ideas. Include some things that are visually distinctive (logo material). Also try to think of things that can represent a function or benefit metaphorically. Good metaphors make abstract ideas tangible and obscure ideas clear–consider the way the flake metaphor in the name PageFlakes helps people understand what an Ajax homepage is like. Finally, some simple free association never hurts.

7. Pictures are important, even when you’re just thinking of words

Often what makes a name good is the fact that it gives people a mental image that helps them understand how something works or what benefits it provides. Ideas are more interesting and easier to remember when they’re associated with sensory, especially visual, experience. That means when you’re coming up with name ideas, sometimes it’s best to start with a visual image and then think of the language that goes with it. With a visual dictionary you can look at pictures of complex objects and physical settings that have all their individual parts labeled.

8. To avoid embarrassment in other languages, ask the experts

If you’re selling on a global scale and are concerned about what your name might mean in other languages, there’s simply no way to get around asking native speakers. Nothing else will work. One native speaker’s opinion is worth more than any amount of research you might do using dictionaries or online resources. If this is an issue and you can’t afford to hire a naming firm to screen the name for you, try to identify the main languages you’re concerned about (start with the ones with the most speakers in your market) and find speakers yourself. Try friends of friends. Try online social networks. Try a university with international students.

9. Forget etymology

Maybe it’s shocking for a linguist to say this, but the etymologies of words or word parts that you use in your name don’t matter. What do matter are the associations people make. Sometimes there’s an overlap between the two, though. For example, many people recognize that -lumin- relates to light, and it in fact comes from the Latin word for light. However, most people don’t make the association to light because of their knowledge of Latin or etymology. They make it because they know words like luminous and illuminate and recognize the word part. In general, etymological meaning connections only come through when they’re also part of the living language.

10. Know when to let go

Because naming is about satisfying constraints, it’s important to know when to let go of a favorite idea that won’t work. Suppose you really want to use the word meme in your name, but you want to have a distinctive name and three competitors already have names built around that word. Forget meme and move on.

Learn more about the author, Christopher Johnson.

Posted by Dominic Canterbury, Seattle, Washington | Jul 14, 2008

I couldn't agree with you more, Christopher. Nicely done!
Posted by Christopher Johnson, Seattle, Washington | Jul 15, 2008

Thanks Dominic!
Posted by Karrie Kohlhaas, Seattle, Washington | Jul 15, 2008

I like your encouragement, Christopher, to explore different types of names. Danny Bronski and I have had many conversations about how even very smart and creative people tend to come up with the same names/logos/taglines.

We all tend to land on the same themes and names because we (well, depending on whose reading!) have a similar cultural mind: experiences, associations, histories, etc. and that makes it especially difficult to come up with a unique name. Your suggestion to use exercises to break free of your thought tendencies is key. This can be grueling and fun.

I tell clients to enter the name game for the long haul instead of trying to get through it quickly. You need some time to exhaust the boring, obvious, generic and descriptive names.

Wanted to let you know that at the time I read this, the link for #3 (which is really good stuff) does not take readers to your name classification page. AND in a related biznik snafu, Kare Anderson borrows and attempts to attribute this classification system to you, but instead refers to “Stephen Johnson, The Naming Inspector”. I thought it was curious that—for a guy all about naming—your given name and title name were both mis-attributed! Funny to me, maybe not to you!

Would be great to see a video by you on the different sounds in names (using your linguistics insights) and how that affects perception of a business or product. So often this happens at the subconscious level but I like to teach this when people are naming so that they can be consciously putting the right associations out there. You'd be the perfect person to create a video about this!

ThoughtShot Business Consulting
Posted by Christopher Johnson, Seattle, Washington | Jul 15, 2008

Hi Karrie,

Thanks for the encouragement, and for the heads up about the link. I don't know why it isn't working--the HTML looks right from my end.

As for Kare Anderson--I know, isn't that bizarre? She did the same thing on her blog, and I left a comment to correct her. I'm doing the same thing on her Biznik article.

That's a great idea about the video, by the way.
Posted by Chad Upton, Plainview, Texas | Jul 17, 2008

Example of a poorly named business near me: Just Nails Plus
Posted by Christopher Johnson, Seattle, Washington | Jul 17, 2008

Chad, that's a hilarious example. Thanks.
Posted by Daniel Jaeger, Seattle, Washington | Jul 17, 2008

"reasonably short", "associated with an available domain name" - ay, there's the rub. Meaningful domain names are becoming increasingly harder to find. I'm wondering if anybody else had the experience that the first ten good (and not just the first ten) names they came up with weren't available as a domain anymore?
Posted by Daniel Jaeger, Seattle, Washington | Jul 17, 2008

Chad - I find your comment interesting. Assuming the business is a nail salon, the name at least says what the business is - that's not so bad.

Another consideration would be how the name is perceived by the businesses target audience; still assuming it is a nail salon, I'm wondering how much time (and money) you sped at nail salons? ;)
Posted by Alana Jelinek, Santa Rosa, California | Jul 17, 2008

Thanks for a really great article, Christopher. As a marketer and identity designer, names are very relevant to my world.

I've been struggling with a new name for my business for a while, moving from Alana Jelinek Design to a name that says something about my values. I've been trying on FARM graphic design for size for a while, but I'm not sure it's working. Over the weekend, I was at a brainstorming session with some colleagues and described us as "Greenheads". Everyone had a YEAH to that word, so I'm thinking I'm going to run with it.

One of the focuses of my practice is "green, sustainable", I'm a greenMBA candidate as well and feel that a name with Green in it would be a good thing.

What do you think? Greenhead Graphic Design & Marketing.

Thanks!

Alana
Posted by Jefferson Coulter, Seattle, Washington | Jul 17, 2008
Its a great idea, once you think of a name, is to ensure that--
1. You can get the domain name that matches the business or product name,
2. No one has a trademark on an identical or very similar name for an identical or very similar business or product, and
3. No one is using the name for an identical or similar business of product.
A lot of companies will have an attorney do a trademark clearance review (or registerability opinion), but a low-cost alternative would be to check the trademark registry at the USPTO.gov, the trade names database at Washington's Department of Licensing, and do some web searches on similar names and products.

Also, the secretary of state has promised to make Washington State registered trademarks available to search online in the very near future. (Currently, you have to pay the trademark department at the Secretary of State's office to perform a check for you or hire someone who has access to their database.)
Posted by Alana Jelinek, Santa Rosa, California | Jul 17, 2008

That's great info Jefferson. I have a client who is starting a new company and new product and wants to register its name. Will check that trademark registry.

Thanks for your post!

Alana
Posted by Chad Upton, Plainview, Texas | Jul 17, 2008

@Daniel I agree that it tells you what the place does, but the name is non-sequitur. It's not really "just" if it's "plus". "Nails Plus" would be a more sensible name, and you could make it larger in the allotted space on the pylon sign -- then people could see the name from further away.
Posted by Prabodh Jain, Chennai, Tamil Nadu India | Jul 18, 2008

Chad & Daniel: "Just Nails Plus" or even "Nails Plus" are descriptive names and, therefore, are not ideal names. Such names have low trademarkability. Ford, Marlboro and Apple are examples of great brand names that are non-descriptive. Having said that, I believe that a name doesn't bring value to the business - it's always the business that infuses meaning into the name. Starbucks would be an example.
Posted by Kathrin Hardie, Vancouver, British Columbia Canada | Jul 18, 2008

Thoughtful post, Christopher, with sentiments close to my heart.

As you point out, there are pitfalls to international brand naming and it really is worth the investment to hire a multi-national team to ensure the Nova never happens again. You might initially run the name by a native speaker, but you'll need more discriminate local market approval (in a corporate world) and legal sign-off, to ensure it hasn't been registered elsewhere in the world for "potential" use.

However, sometimes even the best of teams can't win. As an exercise, we once attempted to renaim the International Space Station with 20 different nationalities in a room. Needless to say it is still called the ISS ;-)
Posted by Marcia Christ, Mill Creek, Washington | Jul 18, 2008

Thanks, Chris, for your great article. I wished I would have read this before naming my company. Although people never seem to forget the "Marcia Marcia Marcia" part and they NEVER forget my name!
Posted by David Berkey, Edmonds, Washington | Jul 19, 2008

As one who comes from the visual side and having lived in a foreign country, I appreciate a name that has good visual appeal and generic enough to not offend internationally, such as major company names previously mentioned. And, although I'm not a huge fan of "alphabet soup" names, sometimes it's best when other languages might rearranged the word order or substitute part of the name with other words, such as the ISS Katherine mentioned. I know the spanish language would.

Anyway, great article.
Posted by Xenit H, Tempe, Arizona | Jul 19, 2008

I was one of those individuals that wanted to use the word Meme in my name. Fortunately too many people had similar names (What good is a meme if it isn't spreading?).

I decided on:

Catalyst Connections

Alternative Promo Solutions

Though most would think it is too long, many also say it flows well and is unique. My struggle was that I wanted to attract the "oddballs" such as environmentalists, rogues, and unique individuals without sounding slapstick or dark. I also wanted to encompass a name that is strong and professional at the same time, as my work is far from slapstick or freaky.

As a side-note to Alana Jelinek, I hope you will appreciate this constructive criticism; stay away from the word GREEN like the black plague. Being a genuine environmentalist (Veg. for over 5 years, conscious consumer activist for longer, current GREENPEACE lead volunteer, former employee of Sierra Club and PERGs) I shutter every time I see the word "Green". As a matter of fact, many people I know feel the same way. Look into the term "Greenwashing", and stay away from the negative connotation that goes along with it. From a strictly profit-focused viewpoint perhaps it would be ok (As "green" draws would/wannabe environmentalist in), but if you are really trying to work within a niche market and wish to be employed by others that truly share your values, be more authentic and unique.

My suggestion is to nix the word Green and consider other words with more authentic roots (pun intended)

Such as: Conservation Sustainable Renewable Conscious Balanced Harmonious

I am a sucker for the word Paradigm. I like playing with it.

I usually get paid for this, but I hope this free tip helped. What do others think?
Posted by Alana Jelinek, Santa Rosa, California | Jul 19, 2008
Thanks John. I've decided to stick with FARM after getting an email from a greenMBA cohort-mate that really resonated for me, as do your comments.

While all the other colleagues I sent my querry out to as a "focus group" said, Yeah, go for greenhead, here's what Nancy Roberts said (and I'm going to invite her to join Biznik, LOVE this group!):

Personally, I would stay with Farm because:
1. the logo is great: strong, humorous and bright without being too cute
2. I fear for the future of green-ness...if that moniker falls out of favor or there's some kind of "greenwashing" scandal, you'd be tarred with that brush.
3. You may sometimes want to go for work that is not overtly "green"...why narrow your scope needlessly
4. FARM has a nice sense of solidity and heritage. Growing ideas, farm fresh innovation, cultivating creativity...the tag line opportunities are endless.
5. I think your experience is an asset, and the greenhead looks very young, hip, dot commish to me...not that you're not hip, but you know what I mean, It kinda says start-up fly by night, whereas Farm says, "I have roots here"
In my private weekend life, I'm an organic farmer, Fig Leaf Farm, battling gophers in the most organic ways I can, supporter of all things organic, try to steer my clients to the greenest possible ways to print or eliminate print from their jobs, be eco-efficient and do as little harm as possible. Currently looking for alternative packaging materials... recycled stuff, shipping pouches that become useful items like fanny packs later, things like that.

We are at the tipping point where we must be WILDLY creative to protect our little planet here.

Please, don't get me started. I'll write 200 blogopages on what we need to do yesterday.

Anyone seen the Solar Bikini's?
Posted by Leta Laborde, DC, Carlsbad, California | Aug 23, 2008

Hey thanks Chris- timely article for me as I am racking my brain for a new biz name... Tonight I am convinced every word in my well worn thesarus is over used and every interesting domain name swooped up long long ago,,. oh well, tomorrow is another day!
Posted by Kare Anderson, Sausalito, California | Mar 30, 2009

Very practical post (I rated it highly) + a bit more here What Makes Us Like Your Company Name - or Not? http://blogs.openforum.com/2009/03/27/what-makes-us-like-your-company-name-or-not/
Posted by Jack Duncan, Lakeland, Florida | Jun 24, 2010

Good points, Chris. Two things that many small business have difficulty practicing are exercises and careful selection, yet they can be crucial to the process. As a marketing professional, I find that too many people try to short-circuit the process and that just doesn't work out very well. Since the brand is the basis for sales, a good foundation means more stability and greater profits down the road.

I would add that testing the name is important, as well, Not just asking friends what they think ("That's great, Blanche!" they gush.) but asking prospective customers which business they would choose - NailsPlus, Naileriffic or GetNailedToday!
Posted by Marcus Grehag, Stockholm Sweden | Oct 19, 2010

According to point 8 (avoid embarrassment in other languages) I definitely agree. You must verify your name to avoid inappropriate words in it, in different languages. If you ask experts (consultants) or use cheaper naming services is up to you as long as you do it!