As members of both the creative and consulting community, we get to take part in the process of naming businesses and creating identities everyday. It’s always an exciting process, but it’s also a very serious process. There are a lot of things to consider and explore.
When we begin exploring names for a business or creating a brand identity, we start with learning about the business itself. A major component of that is learning about their customer base, what their needs are, how the business meets those needs, and what that relationship looks like. In many ways, the end result is a product of the customers needs.
That’s just one part of the process, but it illustrates the point that there can be a lot of obvious and even ambiguous things that can and will shape a business identity.
So, in the spirit of sharing our knowledge, here are some quick, and maybe not so obvious things, that you might want to consider if you are in the process of naming or creating a brand identity for your business.
- Is there a URL available? Hooray! You have chosen a name that really represents your business, but you go to purchase the domain and realize the URL is already owned. It’s a bummer, but it’s important that this research is done BEFORE you announce your business name… *cough, cough, Facebook* So do yourself a favor and make sure your chosen name is available!
Tip: A really quick and easy way to check on URL availability is just to go to godaddy.com. The search bar is the first thing you’ll see!
- Does it appeal to your target audience? We are firm believers that the focus of any marketing message should be the target audience. Too often, albeit understandably so, business owners see their new business as an extension of themselves. So, they pick out a font they like, colors that they like, and it’s very much focused on representing them, rather than what might resonate more effectively with an audience.
- Is it searchable organically? Think about this from a user point of view. They need your services, they go to their phone, they do a search, but do you show up? Or another question, is it clear that you are the answer to their needs? For instance, if you are in real estate, it might make sense to have the word real estate in your name. That way, search engines will automatically peg you as a real estate resource, and when you show up in the search results, the user will automatically know that you are what they are looking for. Catchy names and identities can be great, but if they don’t clarify who you are and what you do, it can result in missed opportunities.
These are just a few of the things that we consider when naming a business and they really are just the tip of the iceberg. The key is to explore as much as possible and put everything on the table for consideration. In the end, these things may not dictate your final destination, but you’ll rest-assured that you left no stone unturned.
If you’re looking for assistance with your business name or branding identity, the experts at #TeamHookd are always here to help you! Just reach out to Sarah Gordee, our Director of Sales for a free consult: Sarah@hookdpromotions.com