One of the most common questions I get asked by startups or new companies is ‘what should I choose as my brand name’. For most entrepreneurs, it’s like naming a baby with far reaching consequences and a thousand unforeseen implications.
- Here’s what I tell them: First figure out your niche. That means who your ideal client is and what area you’re an expert in. Don’t guess this, learn how to research this strategically.
- Then figure out the words that your ideal client is googling to search for you online. Find out what words they use to describe the pain that they’re in.
- Then use those words in your brand name. The best brand names are simple and short English words that represent something about what you do, such as Staples or ToysRus.
- For example, when a marketing consultant client niched in helping small food manufacturers get and stay listed in grocery stores, we picked the name ‘Food Distribution Guy’. When a financial planner client niched in Divorcing Women, her brand name became Divorcing Woman. One of the most successful brand names and url for a business I know is called Stenographers.com. Sounds simple doesn’t it?
So you see, it all starts with figuring out your niche, and what words your ideal clients are using. It’s not really ever about what you think is cute or relevant or sexy, it’s always about them.
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