5 Tips for Choosing a Memorable Name for Your Business

Table of Contents

1. Introduction
2. Why a Strong Name is Important
3. Tips for Coming up with a Unique Brand Name
   • 3.1 Mutation of an Existing Word
   • 3.2 Combination of Two Words
   • 3.3 Two-Word Phrases
4. What to Avoid when Creating a Name
   • 4.1 Using Common English Words
   • 4.2 Avoiding Laudatory Words
   • 4.3 Steering Clear of Common Industry Language
5. Conclusion

How to Select a Strong Name for Your Business

Choosing a strong name for your business, product, or service is crucial for building a unique brand identity. As a trademark attorney, my perspective on name selection differs from that of most marketers. My main consideration when suggesting a name is its potential for federal trademark protection. In this article, I will share three tips on how to come up with a strong, unique brand name that can be protected with a trademark registration.

1. Why a Strong Name is Important

A strong name sets your business apart from competitors and helps create a lasting impression on your target audience. It distinguishes your products or services from others in the market and forms a crucial part of your overall brand strategy. Additionally, having a unique name provides legal protection, preventing others from capitalizing on your brand's goodwill and reputation.

2. Tips for Coming up with a Unique Brand Name

3.1 Mutation of an Existing Word

One effective strategy for creating a unique brand name is to consider a mutation of an existing word. By taking a word and giving it a slight twist, you can create a new word that is both distinct and protectable under trademark law. For example, take the case of Zappos. They started with the Spanish word "zapatos," meaning shoes, and transformed it into "Zappos." This mutation resulted in a completely new and unique word. Similarly, Google derived its name from the word "Googol," which has a mathematical connotation. These mutations provide a fresh and captivating element to the brand.

Pros:

• Creates a highly unique and protectable brand name
• Can add a memorable and distinctive twist to an existing word

Cons:

• Must ensure the mutation is significant enough to avoid confusion with the original word or existing trademarks

3.2 Combination of Two Words

Another approach to generating a unique brand name is to combine two words to form a single, new word. This technique has been successfully utilized by companies like WordPress and Instagram. WordPress cleverly combines "word" and "press," highlighting its function as a platform for creating content. Instagram merges "instant" and "telegram" to create a catchy and memorable name. By fusing two words together, these companies have created brand names that are distinctive and instantly recognizable.

Pros:

• Offers an opportunity to create a brand name that perfectly embodies the essence of your business or product
• Provides room for creativity and originality

Cons:

• Requires careful consideration to ensure the combined words do not create any unintended associations or negative connotations

3.3 Two-Word Phrases

Creating a brand name using two-word phrases can also result in a unique and protectable trademark. Examples such as North Face and Under Armour demonstrate how combining two words can create a strong brand impression. These names stand out in the marketplace and capture the attention of potential customers. The key is to select words that, when combined, generate a distinctive commercial impression.

Pros:

• Allows for the creation of a brand name that is both memorable and descriptive
• Can effectively convey the unique selling proposition of the business or product

Cons:

• Requires careful consideration to ensure the chosen phrase is not too generic or commonly used in the industry

4. What to Avoid when Creating a Name

While there are effective strategies for developing a strong brand name, there are also pitfalls to avoid. Here are three things you should steer clear of when naming your business, product, or service.

4.1 Using Common English Words

Choosing a common English word as the name for your business can pose challenges in terms of trademark clearance and differentiation. Common words often have multiple businesses already using them, making it difficult to stand out in the marketplace. It is important to select a word that is unrelated to your industry to avoid confusion and potential trademark infringement. However, there are exceptions, such as Apple for a computer company, where the word has been successfully applied in a different context.

4.2 Avoiding Laudatory Words

Laudatory words, such as "great," "excellent," or "elite," may seem appealing for describing your business, product, or service. However, using these types of words can lead to refusals of trademark registrations due to lack of distinctiveness. Laudatory words are too descriptive and do not provide the necessary uniqueness required for a strong trademark.

4.3 Steering Clear of Common Industry Language

To create a truly unique brand name, it is essential to break away from the common language used within your industry. It is often observed that businesses within the same industry gravitate towards certain words or phrases, resulting in a lack of distinctiveness. To set your brand apart, it is crucial to think outside the box and explore words and phrases that are not commonly associated with your industry.

5. Conclusion

Selecting a strong and unique brand name is crucial for establishing a distinctive identity and protecting your business from potential legal issues. By considering strategies such as word mutation, word combination, and two-word phrases, you can create a brand name that stands out and captures the imagination of your target audience. However, it is equally important to avoid common English words, laudatory phrases, and industry jargon that can hinder trademark protection and brand differentiation. With careful consideration and creativity, you can develop a brand name that not only appeals to your customers but also provides legal protection for your business.