3 things to do before finalizing a name
Naming your new business is just as hard (or maybe harder) as naming your first born child. There are so many things to consider and unlike kids it's hard to just change it into a cute nickname if it's not great to begin with. Here are 3 things to do when you are brainstorming a name for your business before you finalize anything:
1- Online Search.
Domain Name - Search to ensure that the domain(website) name is available and what websites exist that might be similar. Type the name of the business in a search engine and see what comes up. Also think about things like if someone forgets to type the 's' at the end what kind of website might they end up on. Maybe there is another company who has the same domain but in another country... consider if that matters - consider if what they do is very similar to what your business does and if it would cause confusion or if people landed on the wrong website they would know right away.
Social Handles - Also consider what social handles are already taken and if that is important to you.
Acronyms - People like to shorten names and so with your name ideas if they are shortened to an acronym does that acronym mean something. Try searching something like Urban Dictionary to find out if the possible name you are thinking of means something unintended.
2- Do a provincial and federal corporate/tradename search for variations of your business name ideas and start looking at what other businesses are called in your region (even somewhat) and ask yourself is that a concern for you or your business. For some people even having another business with a similar name within the same country is a big deal especially if that business is in a related field if they plan to sell their product or services in multiple provinces, for others a business with a similar name in the same province but a different city might be ok. It really depends on the industry and market you are in. This is just a first step you will still have to pay for a NUANS search before registering but this type of research can help you narrow down your list of brainstormed name ideas. I like searching the resources on the Government of Canada website as an initial step after brainstorming all the possible names that might work.
3- Talk to people. Say the name out loud and ask trusted people what they think of each name on your list. Ask them to be honest but not critical. Ask them to tell you what the first thing they think of is when they hear the name. Does it describe what you are intending for your business? Sometimes simple is better than creative if a creative name doesn’t really tell people what we are. And at the same time this can be part of creating a brand - for example ‘Apple’ or ‘Google’ doesn’t really depict the business they operate but they have built a name and a reputation. On the other hand simplifying calling your business X Location Shoe Repair might be the best option for people understanding what you offer and where you are.
We know that your business is your baby and sharing it with others can be scary (because no one wants to hear their baby is ugly) - but if you ask the right people they will be honest, but kind and they will help you think through the right things to consider before finalizing any choices.
