7 steps to a good company name
Note: This post comes from the Whitespace archive and was originally posted by Scrivs on March 28th, 2006. Links referred to herein may have been moved or modified.
When I came up with 9rules back in 2003, the only other company that I was aware of that used a number to start off their company name was 37signals. I am sure there were more, but at that time on the web they were the only ones I could think of and therefore I didn’t see any issues with using a number for my company. If I were to start all over today I would think twice about using a number simply because there are so many sites and companies out there that employ this naming scheme.
So what are the criteria for coming up with a good company name? Well the list is short and sweet, but that doesn’t make the process any easier. So many names have been taken up that now you are either starting to see some recycled goodies or names that come from words that don’t even exist.
In his book The Brand Gap, Marty Neumeier has come up with a wonderful list of seven characteristics that you should consider while coming up with your company name. Here they are along with my own thoughts.
- Distinct. Is it unique and does it help you stand out from the crowded field that you are more than likely entering?
- Short and sweet (aka brevity). Can people get it out without having to take a breath in between words? The longer the name, the more likely people will come up with an abbreviation that probably won’t make sense to the person they are talking to. Does anyone even care what IBM, GE, or GM even stand for anymore?
- Is it appropriate? This one is a bit more flexible because unique names are rarely ever appropriate. Yahoo and Google don’t signify what the companies really do, but Bob’s Plumbing should be a plumbing business and not a pizza delivery service.
- Easy. Can you say the name easily? Can you spell it easily? It’s hard enough getting people to talk about your company so don’t make it even less enticing by calling yourself Xzving.
- Popular. Are people going to like the name? I like saying Yahoo and Google. They are fun names and that already leads to a favorable impression.
- Extendability. Can the name be used for multiple purposes. This is the beauty behind 9rules. You can come up with your own set of 9rules if you wish or simply 9 types of anything.
- Protectability. You probably don’t want to go with a name like Apple today because it’s nice to be able to trademark your name. It’s also nice if the name is actually available on the web to use.
So if you can’t afford to buy a 3-4 letter domain like everyone else seems to be doing, I suggest you follow these guidelines when thinking of the next great thing you are creating. Don’t let a bad name put you back 10 paces before the race even begins. A lesson that Pajamas Media definitely learned with their original name of Open Source Media.
UPDATE: Great. Today Jon Udell linked us up in his entry about 9cays. Of all the numbers they chose…
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Could you talk a little bit about your rationale for pulling articles out of the archive and re-posting them? I don’t get it. I mean, I know you bought the archives too, but this feels to me like a sure-fire way to scare off the long-time readers of Whitespace (who read all these articles when they were new).
By Josh B. on May 30, 2007 8:45 pm
We are pretty proud of our name, “nclud”.
I really enjoyed your list; especially since I used it as more of a check list of sorts and I think we hit all seven points right on the head.
We have a short write-up for how we came up with our name, somewhat similar to the points you mention above.
The creative behind naming creativity
By Martin Ringlein on May 30, 2007 8:50 pm
@Josh – I had a lot of people asked for the archives to be reinstated, but as they are in a different format the only way of doing so is to repost them.
By Lee on May 31, 2007 3:49 am
Another good reason is that these archives simply aren’t accessible anywhere unless they get reposted since they were on the old Whitespace server.
By Scrivs on May 31, 2007 4:07 am
Well I benefited from the repost, it’s an excellent article. I think my name qualifies. Just a pity I couldn’t get the .com
By Armen .: Online Advice on June 4, 2007 8:42 am
Whatever it takes to bring the archives back, I’m all for it.
You might create a category, or special nomenclature to denote it though as a gesture of appeasement toward the easily angry.
Seriously though, it would decrease confusion a bit to name the posts to indicate they are from the archives.
E.g. 9Rules Archives: 7 steps to a good company name
By anon on June 18, 2007 6:32 pm
Hi,Sir, I am looking for a good name for my coming company. It is an import and export company in major product of furniture based in China. Any idea? I will appreciate very much if any suggestion. Thanks in advance. Regards, Steven
By steven li on June 23, 2009 12:06 am
I am starting my own line of lady’s wear in the industrial field. I love my company name but not sure it it’s offensive to men AND woman…”Lady Breadwinner”. The idea is from seeing more and more ladies in our industry and knowing they have a part in bringing home just about 1/2 the household income. What do you think? Thank you.
By Davina on July 21, 2009 5:44 am
HI!i want to register a National NGO .please help me NAME IT.thanks in advance.
By NGO NAME on August 1, 2009 11:06 pm
hi!sir my name is majid and i going to making an NGO and i want to get a beautiful name please…………
By National organization on September 27, 2009 11:46 pm
Need a good company name.
Regards
By DC on October 24, 2009 6:27 pm
Hi,Sir, I am looking for a good name for my coming company. It is an import and export company in major product of furniture based in China. Any idea? I will appreciate very much if any suggestion. Thanks in advance. Regards, Anquing
By a good name for my coming company on October 27, 2009 8:40 am
Sir,
I am looking for a good name for my new NGO company.I will appreciate very much if any suggestion.
By Want to open a new NGO company in india on January 21, 2010 4:23 pm
I am looking for a good name for my new IT Network company.I will appreciate very much if any suggestion.
By Manisha on February 10, 2010 10:44 pm
I spend 2 weeks trying to come up with a good company name. Then someone recommended http://www.squadhelp.com. Boy that was a life saver!! I started a domain name contest for $35 and within 3 days I had received 200+ suggestions. Awesome service!
Jim
By Jim on February 13, 2010 9:04 am
pls i want to start export business in which i need to register my company and i dont know what to name the company pls could you help in generating one?
By gabriel olukorede obaniyi on July 21, 2010 5:08 pm
sir… i need a short and good name for my ngo which is works for many miorities
By praveen on July 22, 2010 2:19 pm
I agree with most of the article, although not the part about the name being appropriate. It already explains but most of the modern company names are unique and often unappropriate according to the traditional guidlines. However it is a good thing to show some daring in a company names, but you should be careful because this could either break of make your company name.
By Bob S. on September 23, 2010 4:53 am
Hello sir,
I am going to start a new business and it is something related with the floor safety and the products name is slip guard. Now I want to put a beautiful name for my franchisee office.
Please help by submitting some good names.
Thanking you.
Regards,
Sunil
By Sunil on October 12, 2010 1:55 am
Hi,Sir, I am looking for a good name for my coming company. It is an packing metarial company in major product of “TAPE, CARTOON,BAGS”. Any idea? I will appreciate very much if any suggestion. Thanks in advance.
Regards,
Vikas kumar
By VIKAS KUMAR on May 21, 2011 3:48 pm
Respected sir,
i want to open NGO , i want to help not only poor people and children but also want to focus on middle class and old age situation also . so i am looking for short, good and reasonable name for it . i really appreciate your help .
Thanking you
kacy
By kacy on May 27, 2011 12:53 pm