Hey guys. The CEO of a branding consultancy was recently on Shopify's TGIM podcast with some business naming advice. I summarized it below.
Pick which kind of name you want. Jonathan has divided the world of brands into several categories.
- Apogamous - named after their founder
- Descriptive - ex. American Airlines
- Acronyms - ex. BP or GE
- Real words - ex. Slack
- Composite names - ex. Facebook and Ray Ban
- Invented (suggestive names) - ex. Kleenex and Pinterest
- Associative names - ex. Amazon, Red Bull, Sirius
- Purely abstract names - ex. Rolex and Kodak.
Most names these days are invented purely because they're the most original, they're the most unique, and they're less likely to be subject for trademark infringement.
Consider what you want your name to say.
Is it about trusted, is it about performance, is it about leadership, clarity? What are those core things that you want the name to say, because names can really say one of two things. Facebook talks about a book of faces. Ray Ban talks about banning the rays. It doesn't really talk about the star component of sunglasses.
Strike a perfect balance between originality and legalities.
Take Sirius for example. Sirius is the brightest star in the galaxy or the night sky and therefore that name reflects back to what that company is, which is radio channels where you can hear the brightest stars of music and entertainment.
He also talked about really bad name, legal limitations and some other stuff. He was on episode 5 i believe: http://ift.tt/1SZtZDa
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