The best brandable business names have many facets which can make them successful. Here are some of their key features:
- Generally, they’re short. It makes them more memorable and ‘sticky’. Think ‘Google’, ‘Kodak’, ‘Accenture’ or ‘Lenovo’.
- They’re also easy to read and clearly pronounceable. There’s room for creativity, but a brandable name’s pronunciation should be clear to all readers. How can a business grow through word-of-mouth if customers can’t even pronounce it?
- Ideally, a brandable name will provide a clue either to the business type, its services, its products or its personality. So a cutting-edge tech business name should sound and look exciting and techy, whilst a music-focused company name might be more playful and informal.
Brandable domains v keyword domains
There is more to creating a brandable business name than simply putting together some industry keywords. It might be important for your business to show up when people Google ‘super cheap widgets’, but ‘supercheapwidgets.com’ is no basis for building a brand. Names like these are neither distinctive nor engaging. They’re blah names and not brandable at all.
Brandable names must be different, but not too different
Although brandable names don’t have to spell out a meaning or explain anything – and don’t have to be rational – they do have to be credible. Awkward, silly or just plain bizarre isn’t very often a good idea. These names are largely awful, not awesome. ‘Novanym’, for example, is an invented word, but it is rooted in Greek and Latin word elements relating to ‘new’ and ‘name’.