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If SXSW Interactive is any indication, and it usually is, then this is the age of the startup. It also means this is the age of the unfortunately named startup. We've all come across a company's name that's missing all its vowels, has superfluous "Z"s tacked on, or is so many words hacked together that its meaning is completely lost.
Gary Backaus, chief creative officer, and Justin Dobbs, associate creative director at Memphis-based ad agency archer>malmo gave a presentation on Monday at SXSW with five simple rules for naming your startup:
1. You're not naming a startup, you're naming a
brand.
According to Backaus, the biggest mistake you can make naming
your new startup happens at the very beginning. If you have a
name already in mind, while it may be your first instict to see
if the domain name is taken, that's the last thing you should do.
More than likely it won't be available, and that's when the
arbitrary alternate spellings and additional letters start
happening for many entrepreneurs. A much better strategy is to
think about your brand name in the context of the real world, not
among other startups or as a URL. Come at the name from every
possible angle, make lists of adjectives and the human qualities
you want to emulate.
Related: Creating a Blueprint for Your Brand Strategy
2. Make the right first impression.
Your name should create a first impression that’s positive,
intriguing and clear. "Think of your name as your [brick and
mortar] sign," Dobbs encourages. It can either drive traffic to
you or drive it away. Your list of potential names should fit
within your brand positioning, be unique, and be easy to read.
This is where intentional misspellings or extra "Z"s could be a
significant hindrance.
3. Don't create conceptual or technical
hurdles.
Backaus put it simply: "You don’t need a big idea for your name.
You need a name for your big idea." If you have to constantly
explain the meaning or the pronunciation of your name to people,
especially people that you pitch to, that's a major hurdle. In no
way should your name be a disconnect from what you want to
accomplish with your brand.
4. When necessary, be descriptive.
Descriptive doesn't mean boring, especially if your startup is in
a niche or technical field. Another big reason to avoid the early
pitfalls of checking domain name registries is because a company
name you've invented that's unavailable could be paired with a
simple descriptive word to create your final, custom, website
name.
5. If it ain't broke, don't fix it.
Let's say you already have a startup name, but a shift in your
company's focus arises and you feel the name should change. This
is ultimately a judgement call, but if your current company name
is not tied to an individual product, and your overall brand
identity and values have not changed, your current name may be
just fine.
"Naming is hard," Backaus said. It's not an exact science, and there's no perfect how-to guide that will work for every startup. If you spend time at the beginning thinking about the one thing you want your company to do, who your audience will be, and your competitors' names, you're on the right track. When you have your final candidates for a name, just be sure to Google them and check what Google Images comes up with. It's always a possibility someone else came up with your name first and it's tied to vulgar slang or images online.
What have been your experiences with naming your company?
Related: The 3 Coolest Things I've Seen at SXSW Interactive 2013
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