The inventing of a good company name is unfortunately a rather undervalued branch of sport. We demand a lot from a good company name. The name must be nice, must cover the load of your company, must be sympathetic without being too funny, must not be too long but also not too short, and must of course also be distinctive and unique. That is not easy! With the step-by-step plan below we help you on your way to finding that perfect name for your new company.
Step 1: Brainstorming
Nice, such a container concept as 'brainstorming', but what do we mean by this in this context? First of all it is good to realize that many entrepreneurs wait until a late moment to come up with a company name. This is already awkward for practical reasons. You business cards, website, e-mail addresses and other means of communication are all dependent on your company name. So start thinking about your company name in time.
So that starts with a brainstorming session. In addition, you put all kinds of words and concepts on paper that have to do with what your new company will do. These can be objects, but also abstract concepts or verbs. For example, terms such as 'freedom' or 'relaxation' are relevant for a travel agency.
Write down as many words as possible, but avoid too long or complicated words. Also avoid boring professional jargon. In many cases you want to focus primarily on what your company delivers instead of what your company delivers. For example, it's not about you accounting office works a lot with spreadsheets; it's about relieving your clients. Search for words related to this.
Double check, together with your possible business partner (s), whether you have included the most important objectives and characteristics of your company and / or industry. If that is the case, you are ready for the next step.
Step 2: Form a company name based on criteria
You probably already have a global idea of the type of company name you are looking for. For example, do you want an English name or a Dutch name? Do you want to include your own (first or last) name? Should it become an abbreviation or should it be written out completely?
The answers to all these types of questions together form the criteria for your new company name. You can make your list of criteria as specific and comprehensive as you want. Note: the use of many criteria leads to a shorter list of possible names.
Armed with the brainstorming list and the criteria list, you can now come up with potential names. Make many combinations that you think are 'in the mouth', but make sure you always meet your own criteria. Also, don't make it too difficult, because the best company names are short but powerful.
Step 3: Test possible company names with your target group
A very important final step that is all too often skipped: the target group test. From that large list of possible company names, you distil a shortlist with your favorite choices. You also pay attention to which names are already taken (check this at the Chamber of Commerce) and whether the corresponding ones domain names still be free. You can delete occupied names and domains from the shortlist.
Instead of making the final decision yourself, you could also ask a select group (acquaintances, friends or experts who belong to the target group of your company) to give feedback. Ultimately, it is your future customers who determine whether your company name is contagious and inviting. By conducting the target group test, you have certainly done everything yourself to choose a perfect company name.
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