What’s in a name?

Probably one of the most important things you need to do when starting a new business is coming up with the name. There are two major things you must take into account when choosing your business name:

1. Whatever name you choose, the corresponding domain name MUST be available.

If it’s not, choose another name.

I have lost count of the number of people I have come across who have registered a business name, created a logo, printed stationery and then decided “hey, I need a website” or “I want a professional email address”. And that’s when they have found out that the logical domain name to match their business name is not available. The result being that they have to use a .net.au domain or even worse, hyphenate (www.my-business.com.au). Neither of these options is desirable. Today’s consumer is heavily programmed to remember .com or .com.au, and they definitely do not remember hyphens!

2. The name you choose must be memorable.

It’s logical to want to have a business name that states what you do ie something like “Perth Web Design” or “Perth Graphic Design”. But what if everyone has the same idea and all of a sudden there’s ten variants of this name running around in the Perth design market. How is anyone going to remember your name?

Need some inspiration?

When Kirstyn came to us looking to create an identity for her York lunch delivery service, she was working with the business name “The Lunch Lady”. Totally logical name and one we could certainly work with. But between getting our quote and starting the design process, Kirstyn had a moment of inspiration. When it was time to start design there was a new name … “Gobble Guts”. YES! LOVE IT! This new name gave us the chance to create a totally fun and engaging identity, totally in line with the service Kirstyn provides.

The Gobble Guts logo

So when it’s time to come up with the business name for your new venture - GET CREATIVE! Your name doesn’t need to tell people what you’re about - that’s the job of your marketing material.