Whatever you name the ship... And then you probably know the rest yourself.
It is even more difficult with the company name. After all, the name is a significant part of the company brand and it is almost always visible.
It should be said right away that there is no magic formula. Of course, there are various company name generators, but before you turn to them, read the following tips to help you choose a name for your company.
Look for something bright
Often the name does not necessarily have to have a reason. One meaning. For example, what is the connection between an apple and a computer?
Now everyone knows about it, it's the name of the company Apple. But when Steve Jobs chose Apple, it was not at all obvious. But this simple name with a simple logo conquered the whole world.
The name should be easy to pronounce.
If you are starting a company that will only operate in a local market, look for something that will sound good in your language.
But if you eventually enter the international market, it is better to immediately select something that will be easy to read in English.
Keep it short and simple
No need to use whole sentences with complex words. Or look at how your company's abbreviation would sound. Research In Motion sounds complicated, the abbreviation sounds better - RIM. And the name of the company's main brand sounds even better - BlackBerry.
This company was once the number one manufacturer of cell phones. Note that the brand name itself also says nothing about electronics or communications.
Try playing with words, for example, write the name you have chosen backwards and see if it sounds better. Try simply rearranging some of the letters in your name.
Don't allow any double meanings
This often concerns foreign markets, when a word from your language does not sound quite as desired. But from time to time, even in your native language, you can come across names that sound ambiguous.
And the worst thing is when your company has nothing to do with the 18+ industry, and your company name contains vulgar ambiguity.
When entering foreign markets, be sure to find native speakers of that language and ask if your company name sounds strange or even offensive in their language.
The name must be trustworthy
Here we are talking about names consisting of several words. For example, the name of the company Aeroflot. It consists of two words and it is immediately clear what they mean.
A more modern example is the brand name Beeline, which is consonant with the English Be Line (to be on the line).
Choose something memorable
Apple, Blackberry, Aeroflot, Beeline, and so on. These are all names that are easy to remember. Compare VimpelCom and Beeline. Of course, the second name is easier to remember, although it is a brand name, not a company name.
Avoid descriptive
The more the company name reflects what the firm will do, the more difficult it will be for you to break through in other areas.
Here you need to understand one simple fact: if you are just starting a business, then it is very likely that you will have to change the type of activity. And then the name can simply hinder this. And starting a new company is often more difficult than reorienting an existing company to a new direction.
As an example, we can recall Blackberry, which was already mentioned in this article. The original name was Research In Motion, meaning research in motion. But the company's main product for a long time was the production of cell phones.
As a result, the company name had to be changed to a trade brand. Who knows, maybe if the company name had been different initially, it might still be a leader in the mobile phone segment.
Do not use your first or last name.
You can find quite a few brands that use the founder's surname. This is especially common in the English-speaking world, but it can also be found in the Russian-speaking world, for example, the well-known Tinkoff brand.
However, this is not the best idea. The reason is simple: the most preferable option is when the company either goes bankrupt or takes off like a rocket. The third option is when the company is neither alive nor dead.
So, if the company will bear your name, then bankrupting it is akin to killing your own child. And if the company is on the rise, then sooner or later, it will have to be sold, which is akin to your own child leaving home.
In both cases, you get too emotionally attached when you put your emotions first, rather than the company's performance.
When a company has a more neutral name, decisions about bankruptcy or selling the company are much easier to make.
Earlier it was reported that Norway joined the new package of EU sanctions against Russia.
Author: Vitaly Kisterny
