The company name is an integral image element of any business. Many entrepreneurs, when registering a company, do not pay due attention to this issue: they have more important things to do, and coming up with a name is not a problem. As a result, almost every city has its own “Aphrodites” and “Window Worlds”, and sometimes several companies with overlapping “original” names. Meanwhile, the name is a face, part of the brand, which should be associated by customers with a specific manufacturer, service, or store. It is advisable, even at the stage of developing a business idea, to think about what to name the company so that it is successful.

How to choose a name for a company

Uniqueness is an important, but not the only criterion for a company name. Marketers have developed a whole set of rules for naming - the process of creating names for companies and their products:

1. “Brevity is the sister of talent” is also useful in the case of the company name: it should be concise for easy memorization and recognition by potential and current clients. A word of one or two syllables is preferable to a long compound name.
2. When choosing a name, think about your clients - whether they will be comfortable using the phrase you have imagined. It should be easy to pronounce, there should be no doubt about the emphasis, it should fit well on the ear, and have an unambiguous spelling. If you decide to use a non-existent word, don’t overdo it: test it for adequacy of perception.
3. Avoid ambiguous expressions and words that cause negative associations. An example of not the most successful use is the word “escort” in the name of a taxi service.
4. Look into tomorrow: if there is a possibility of business development to an international level, the name should be “user friendly” for foreign clients and partners. How to name a company so that it sounds good in different languages ​​- take a word with an international root. Don't forget to check its significance in the countries of your future market. A good option is made-up words and abbreviations.
5. Try to distance your name from the names of competing companies, avoid resemblance to well-known brands.
6. It will be great if the name of the company has at least some relation to the profile of its activities or is neutral in nature.

How you can and cannot name a company

Before you start pouring out ideas on how to name an LLC, do not forget that in addition to the “creative” component in the name of commercial organizations there are legal nuances.

1. If you intentionally or unknowingly "borrow" someone else's properly registered name, you risk getting into big trouble. Large well-known companies have all brand elements patented as trademarks, and this on your part is a violation of copyright.
2. A name that is suspiciously similar to that of a competing company can also land you in court. The concepts of identity and degree of confusion, which civil law operates in this case, do not have a clear interpretation. Therefore, the question of originality or borrowing of your “invention” is decided at the discretion of the judge.
3. “Mere mortals” are not allowed to name their companies using the word “Russia”, mentioning federal subjects and authorities, official names of foreign states, international and public organizations and derivatives from their names.
4. The name of the company should not be offensive, obscene, or violate legal and moral standards.
5. The name of the LLC should not be misleading regarding the scope of its activities.

Apart from the indicated “forbidden” techniques, the rest of the imagination in creating names is not limited to anything. In naming, there are many ways to create unique names, the most common of which are:

1. “Mercedes”, “Ford”, “Heinz” are the most famous examples of names that show how a company can be called using proper names. The names of company founders, their family members, and lovers are immortalized in the history of many famous brands. You can do the same, but remember about uniqueness: it will work out great if you have an unusual name or your surname can be used in an original way in the name.
2. Mention of the field of activity. Compose the name of the company from words that characterize the goods and services that you offer (“furniture”, “auto”, “construction”). Marketers recommend avoiding words in compound names with which naming is oversaturated: “super”, “ultra”, “plus”, “express” and others.
3. Acronyms, hybrids, abbreviations. You can take several words and make an abbreviation out of them, cut and “glue” parts of words, cut off the ending, etc.
4. Transcription from other languages. From foreign words written in Cyrillic and adapted to the Russian “ear”, bright and memorable names are obtained.
5. Pure creativity. Just make up your own word. A name that does not make sense and does not even remotely hint at the field of activity has a right to exist if it sounds good and attracts attention.

Naming: professional approach

It is important for an entrepreneur not so much to find a “beautiful” name as to figure out what to name the company so that it generates income. A well-chosen name is a full-fledged marketing tool: it helps positioning and recognition of the company in the market, promoting the goods and services offered.

In order for the name to be not just a “sign”, but to become a brand that works for you, you need to do a lot of work, which in marketing is called naming. The process of creating a trademark or company motto begins long before the actual search for suitable words.

Naming includes several stages:

1. Analysis of the company: field of activity, development concept, etc. It is necessary to understand what the features and advantages of the company in question are. What goods and services will it produce, what are their price categories, quality, and benefits for the buyer.
2. Target audience analysis. The problem of what to name a store, say, women's clothing, involves completely different implementation options, if it is a youth brand or a boutique for ladies of an “elegant” age - the difference is fundamental. Therefore, you need to find out who the company’s potential clients are: their age, gender, social status, income level. What are the characteristics of the purchasing behavior of this consumer segment? The image being formed must be purposefully designed for a specific audience, its values, colloquial vocabulary, etc.
3. Market research of similar companies. It is important to identify the main competitors, evaluate their names, and study consumer reactions to popular brands. Note the pros and cons of “brethren” in the niche, analyze advertising channels and promotion methods.
4. Formulating naming requirements. Based on the previous analysis, a list of wishes for the future name is compiled: what idea it should reflect, preferred and prohibited words, number of words/letters and other details.
5. Generation of ideas. This is the most creative part of naming – options that meet the stated requirements are presented “on the fly.” The greater the number of proposed names, the greater the choice, the main thing is that the riot of imagination does not go beyond the outlined parameters.
6. Selection of your favorite options. Each of them is analyzed for compliance with the main criteria of the “correct” name: brevity, readability, euphony, variability of spelling, meaning, etc. As a result, several options remain that are subject to further examination.
7. Testing the name on real people representing the target consumer group. Do they like the proposed option, is it easy to remember, what associations does it evoke, does it increase trust in the company - that is, the opinion of what is the best name for the company is sought directly from the company’s potential clients.
8. Legal examination of titles: whether they comply with current legislation and whether they violate copyright.

Where to order naming

Serious businesses are sensitive to their image, and large companies entrust the development of their corporate identity to professional naming agencies. The service is not cheap: ordinary entrepreneurs who do not have “space” budgets cannot afford it. Most people have to cope on their own. But it turns out that coming up with an original, “catchy” name for a company on your own is not so easy. There is a problem: where to get ideas for inspiration? Where can you “spot” interesting thoughts?

An excellent solution is to brainstorm and choose the most successful option from the mass of creative ideas. And if professional copywriters act as idea generators, don’t even doubt that the result will satisfy you 100%. Can't think of a suitable name for your company? Don’t know what to name your online store, choose a domain for your website, or write a slogan? You can order naming online on the TurboText copywriting exchange! For a nominal fee you will receive hundreds of original titles, “tailored” to your requirements. All you have to do is decide on the winner and get a unique brand at your disposal.

So, to order naming on TT, you first need to register on the site. Then you select the “Naming” tab and click “Create Order”.

Now you need to choose what exactly you need - a domain name, title or slogan.

Don't forget to check the boxes wherever necessary.

Ready! Now all that remains is to consider the proposed options to choose the best one.

Real examples of choosing an original company name.

Before you start choosing the name of your future or existing business (a name change is required), we bring to your attention an informative selection of materials on how the “great” ones chose or changed the names of their companies.

Those great ones who, through their work, through their life in business, have proven that you need to look up to them and take the best from their experience.

Take a closer look at their decisions and stories. Perhaps these examples will inspire you to such successful creativity that will make your choice correct, final and will live with your business for many years.

Creative company names. History of 3M.

Back in 1902, five entrepreneurs from Minnesota decided to found a company and began to decide what to call their new brainchild. The first and simplest thing that came to their mind was the Minnesota Mining and Manufacturing Company.

But the founders of the company wanted to stand out in the market not only with their innovative products, but also with their name. Then they replaced the boring and long Minnesota Mining and Manufacturing Company but simple and original - 3M (Three initial letters of the words included in the original name).

Today, the name 3M represents an innovative business all over the world. Abbreviations and abbreviations are an ideal means of expressing long and complex names in a company name.

How to choose a name for a company. The history of Apple or the battle of perceptions.

When Steve Jobs set out to create a computer company, almost no one knew anything about computers at the time.

Therefore, when it came to choosing a name for his new business, Steve realized that the company name should be simple, catchy, friendly and would attract the attention of many people with its unusual meaning.

Steve chose the name "Apple". Subsequently, company co-founder Steve Wozniak recalled that Jobs was inspired by his stay in an apple orchard in Oregon.

The unexpected decision played a big role in promoting Apple products not only due to innovative products, but also due to the unusual and such a “tasty” name.

Sounding company names. BAPE: "Monkey bathing in warm water."

The name of the company for the production of fashionable youth clothing Bape has become a real sales engine.

The fact is that the founder of the company, music producer DJ Tomoaki “Nigo” Nagao, knew very well how to attract the attention of part of the youth to whom the brand’s business was aimed and therefore came up with an unusual and sonorous name.

In 1993, Japanese sayings were fashionable among young people. One of these sayings inspired DJ Tomoaki's name: "Monkey Bathing." Derived from the old Japanese proverb "A monkey bathing in warm water."

This name suited the audience perfectly, which was initially defined as selfish and self-confident. Therefore, when choosing a company name, first of all, think about who this name will serve and who will be interested.

An example of a successful company name. Kodak: The power of the letter “K”.

George Eastman, the founder of the world famous company Kodak, loved the letter “K” since childhood. In 1892, Eastman decided to create a new company offering the market a completely new, innovative product.

Eastman understood that for such a product it was necessary to choose an unusual, modern but simple name. He decided that the name would begin and end with the letter “K.”

Moreover, he absolutely correctly thought that the name should be memorable, not mean anything and should not be distorted. After much experimentation with words and names, the name “Kodak” was chosen.

This name, like the company, existed for more than 100 years and became known to all mankind. The name has become firmly entrenched in people's consciousness as a symbol in the world of photography and pop culture.

The best name for a company. Nike Inc instead of Blue Ribbon Sports.

In 1971, Bill Bowerman and Phillip Knight, founders and owners of Blue Ribbon Sports, were preparing to release a new line of football boots featuring Carolyn Davidson's signature swoosh design, and they needed a new and very memorable name.

This name was supposed to excite the minds of sports fans, and as the owners thought, this could be done by drawing parallels with Greek mythology. Nike is the winged Greek goddess of Victory.

Everyone liked this name and attracted much more consumer attention than the boring Blue Ribbon Sports. As a result, it was decided to officially change the name of the entire business in 1978 to Nike Inc.

Beautiful name – Samsonite. "It's never too late to change."

Shwayder Trung Manufacturing Company, founded in 1910 by Jesse Shvyndar, produced fine leather suitcases and briefcases that emphasized durability and strength.

However, the company was later named after the biblical Samson, whom God gifted with supernatural powers to defeat his enemies, fight lions, and defeat entire armies.

In 1941, Shwayder first began using the “Samsonite” brand name in a separate product line, and completely changed its company name in 1966. The large suitcases that the company produced were associated with heaviness, and those who moved such heaviness were, in turn, associated with the biblical hero.

A very beautiful and successful solution.

Watch the video: “The History of Scotch® Adhesive Tape from 3M.”

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The most interesting names. Virgin: Successful challenge in the market.

Virgin (Virgo, madonna, virgin). When 20-year-old entrepreneur Richard Branson was preparing to create his own company and tell his first clients about it, he thought for a long time about what to name it correctly.

Chance helped. According to Richard Branson's biography, one of his employees said: “We are completely virgins in this market, and in business in general. Name the company "Virgin".

Richard liked this proposal so much that he immediately agreed, and the company with such an unusual name was registered in 1970. And since then the company has become one of the most famous companies in the world, and the Virgin brand has become one of the most recognizable.

Just beautiful words for the title. Haagen-Dazs: Look it up in the dictionary.

One example of how business owners used meaningless words in their name is the name of the company Haagen-Dazs.

Look in any dictionary - this name means nothing. However, in 1961, the owners of a new ice cream company, Reuben and Rose Mattus, chose this name for their business and in less than ten years made these meaningless words the most recognizable among many people and consumers.

The fact is that ice cream was originally sold in a store of the same name in the Bronx, where people of different nationalities lived and many simply did not understand the meaning of words written in English. The meaningless name played an excellent service to the entire business.

Interesting company names. Google: Great mistakes.

Google is a company name that initially had grammatical errors. “Googol” is exactly what the name of the world famous company should have sounded like.

Googol (from the English googol) is a number in the decimal number system, represented by a unit followed by 100 zeros. When such a name was chosen, it was thought that it was supposed to symbolize the titanic amount of information on the Internet, which the company sought to systematize with the help of its new search engine.

But, unfortunately for the owners of the new business, the domain name: Googol.com was already taken. It was then that it was decided to use the distorted Google.com. Now in all the dictionaries of the world there are two concepts: Googol and Google.

What the company name should be is the first difficult decision for a beginning businessman. The Secret has collected tips that will help you choose the right name for your startup and turn it into a successful corporation.

Don't get carried away with the conceptual

“You don't need a big idea for your name. You need a name for your big idea,” says Archer Malmo chief creative officer Gary Backaus. If you have to constantly explain to people what your name means, it's a bad name. For example, can you guess what the company “Throw the Boar” does? If you are thinking about an online service for ordering services, then the founders of the company are on the same page with you.

It’s better not to hide behind pretentious and complex names. When Richard Branson and his team were coming up with a name for their company, one of his employees suggested: “How about Virgin? We are new to the business."

For companies that provide services to individuals or produce consumer goods, names based on the founder's last name are good - they inspire more trust, since the quality of the product is guaranteed by a specific person (for example, Tinkoff, Korkunov, Dymov).

Think about the letters

“Don't forget about alliteration. Lululemon, TED Talks, Coca-Cola, and even Kim Kardashian are all brands (and people) who have understood the power of alliteration and staked out a place in our memories,” advises MyCorporation CEO Deborah Sweeney. Kodak founder George Eastman went further - he believed so much in the success and effectiveness of the consonant K that he certainly wanted to use it in the name several times. In 1892, he tested several options and chose the one that had been around for more than a hundred years.

The shorter the word, the better it is remembered. When people drive past your store, they only have a few seconds to catch their eye on the word on the sign.

When choosing from several options, give preference to those that begin with the first letters of the alphabet: in some list, readers will see your name before your competitors. Names that are easy to turn into a verb are effective: think of Google and “google it.”

Avoid using abbreviations - they are difficult to understand and do not make sense. “Yes, IBM and 3M are fine with acronyms, but these are multi-billion dollar companies that have been around for decades. Until you make billions, choose a more interesting name,” advises Maverick Startup author Yanick Silver.

Test on your target audience

When out of a hundred options (which is how many branding and naming agencies sometimes offer a client) there are no more than ten left, it’s time to start testing. It’s better not to ask friends and acquaintances - they probably already know something about your product, they need fresh impressions. Focus on your target audience.

Don't ask if survey participants like the title. “People tend to instinctively reject everything new and unusual. When respondents are asked directly what names they like, they choose the most descriptive or similar to existing ones,” explains naming guru and head of the agency Operative Words Anthony Shore. It is better to say that the brand exists and present it in a real context: for example, on product packaging or a website with its image. You need to ask people to describe their associations to understand whether the name matches the idea of ​​​​the product.

You can check whether a future brand is easy to remember: offer survey participants several options, and a week later ask which one they remember.

Check who is already using your brand

No matter how original the idea may seem, someone has probably already come up with it before you. Look for the invented name on the Internet, in Rospatent, on the website of the Federal Tax Service or using specialized services (for example Znakoved).

Remember that there are names that are not subject to registration as a trademark: for example, surnames and pseudonyms of famous people, generally accepted terms (FAS, Research Institute, Central Bank), common words (bread, milk, notebook). The full list is contained in the Civil Code of the Russian Federation (Part 4, Chapter 76, Article 1483).

Protect yourself from competitors

To save yourself from subsequent disputes over a name similar to yours, it is better to immediately register several related trademarks for yourself. Thus, the manufacturer of dumplings “Sam Samych” registered the mark “San Sanych”. “Fantasy and foreign names in this sense are much more successful - IKEA, Zewa. If your product is called “Jolly Mushrooms,” everyone can easily register “Good Mushrooms,” but “Good Zewa” is less likely,” explains the director of Z&G. Branding Vladimir Zholobov.

Remember to enter new markets

Before you start promoting your brand in a new market, register it in another country. Don't forget to check the name - competitors may have already taken it away. “Many of our clients come with complaints that they encounter Chinese products with their own labeling, which are sold all over the world, except Russia,” says Vladimir Zholobov.

Sometimes, in order for a company to enter a new market, it is better to come up with a different name, and we are talking not only about other countries, but also other regions. For example, when the Orenburg company Cheryomushki, which produces plastic windows and suspended ceilings, decided to enter the federal market, it needed a more European brand. Agency Z&G. Branding developed the name Behagen (German: “to please, to please”), since German products are associated with reliability. The company entered the Samara market, six months later Muscovites offered it to work as a franchise, and then completely bought the brand.

When it comes to entering the international market, it is worth checking whether your name sounds strange or indecent in another language. Thus, the Japanese drink Calpis is sold in the USA and some English-speaking countries under the Calpico brand, because the original name sounds too similar to the phrase cow piss (English: “cow urine”).

It's never too late to change your name

If you understand that your name is not very sexy, do not wait - the problem will not be solved magically. Founded in 1902, the Minnesota Mining and Manufacturing Company had been deciding on a name change for almost a century: it wanted to position itself as an innovative company, but its name suggested something outdated and boring. In 2002, the company finally found a simple solution and became 3M (maker of Post-it and Scotch).