Picking an Effective Business Name

How to Choose the Right Company Name

Learning how to pick a business name can be both a fun and frustrating process. Widespread growth of Internet firms has spawned the use of non-sensical names.  However, most companies continue to utilize monikers that in some way relate to the products or services offered.

How to Pick a Business Name

Our company is called Disability Associates, Inc.  Accordingly, we offer representation, training, software, and support for Social Security disability representation.  All be it generic, our company name contains the word disability.  This term directly relates to the products and services we offer.  

Using Product Related Terms

Utilizing words related to a product or service in a company name is common. The most significant advantage of using a product designation is seen in Search Engine Optimization (SEO). When an individual inputs a word phrase into Google search, that term drives customers to your website. Hence, the outcome of a web search depends on the terms optimized and the quality of the optimization. 

Approaches to Naming

There are several different approaches to naming a company. For example:

1. Use all or part of your name.
2. Directly reference your product or service.
3. Cultural or Unique Naming Convention. 
4. Use generic terms as a business name.

Using Your Name

In choosing a company name, it is common practice for an owner to name their name. This approach to naming a business is most effective for those attempting to associate themselves with a particular product or service. This technique is called personalization or name branding.  

The personalization approach can be highly effective.  This is especially true when used with generic products or services.  For instance, Scott’s tax preparation or legal services. If the owner is a celebrity or is otherwise well known, this naming approach may be highly desirable.

Directly Referencing a Product or Service

Most people online search directly for the product or service they need. Direct referencing a product or service in a business name is the most common approach to branding. The advantage of this naming technique is that it effortlessly identifies the product offered.  Also, this technique makes search engine optimization easier.  

Furthermore, referencing a product in a business name can be easily combined with an owner’s name. This combination naming technique will simultaneously identify the product and promote a particular brand name.

Unique Naming Convention

With the incredible growth of the Internet, more online businesses have adopted unique monikers like Snap or Yahoo. These unusual names are memorable and more accessible to branding. Traditional owner-name or product-related naming conventions get buried in an Internet fog.  Thus, Internet marketing makes the branding of unique names easier. Moreover, unique business names are proving to be the right approach for Internet-based businesses.  

Generic Terms in as Business Name

Our disability firm is thirty-five years old. When we began our service, the Internet was little more than a misunderstood rumor. At the time, using the generic term disability referred directly to our products and services. However, if I were to brand my firm today, I would not pick these generic monikers. 

In the old days, generic business titles were far less critical. With the growth of Internet marketing, generic terms have proven to be difficult and expensive to optimize. Our best advice for naming a company today would be to pick a unique phrase that is easy to spell.