It may seem like the first thing you should think of when planning to start a business, but the truth is that it is not that easy. And the right idea does not always come first. To choose the right name, easy to remember and beautiful to pronounce, you need to embark on a brand naming strategy process.

Although the choice of business name is not linked to the brand name, it is important to define a name that can lay the foundations for what the future work will be. At this point, it is appropriate to get to work on brand, passing through what will be its identity. In order to obtain a pleasant result that sounds good and is on point, there is a need for an all-round definition of the product, its objectives and its history.

Here are some tips for working on your brand name and figuring out if you need to rename it.

The brand name? Shorter is better

Il Your brand name defines you. Through it, people remember you, and reflect in their mind a precise image of what you project. What does it mean? That the name is enough to open a thousand tasks in their brain, all aimed at reproducing fragments and notions of your brand identity.

It is therefore logical to think that such an important piece of information must necessarily be decisive in the process of brand awareness. Who are you? Your brand name tells you that.

First we need to discuss the lunghezza: you don't need to spell out everything you do, but a name that works is short and says a lot about you. Think for example of the portal for the search for Italian psychological support: Good one. Short name that explains everything, with even a funny allusion to a classic joke made on the subject. Also Yellow Pages similar reasoning follows, with the small difference that the yellow pages were once actually a product that arrived at your door. It can therefore be said that the brand has built itself in the decades of contact with the public.

The two examples we have given are opposites respectively, but they identify a single brand with precision in your mind. The name will also be the nickname on social networks: are you ready for such a leap in public? Or still call you Trimmings by Giovannetti SNC?

The name that has a story

Of course, someone will argue that your proper name has a story, yes. And that's perfectly fine, as long as your goal is to geolocate yourself and do business in a limited area. When you do local seo and you use a surname that, in the area, is already synonymous with your business, working is easier. By transitive property, the same is true on the internet. An indicative and “synonymous” name of what you do gives you the necessary initial momentum.

Un short name without a story to tell is insipid, and does not awaken connections or memories. Choose a story not necessarily known to everyone, but in any case that makes sense and can be told.

The friendly rule: target + benefits

Are you in doubt about how to build the story of your brand? You could opt for the instead target + benefit rule.

Many companies choose their brand name through this approach, deciding to give a name that is also a promise of benefit. Think for example of Financial Contents, a name not particularly appealing but explains very clearly what the goal is of the brand. From here you can range, of course, coming to build a large amount of denominations through which it will be necessary to skim to get the right one.

Do you want to tell us the story of your brand name? What are the attention-grabbing elements in it? What would you change, now, in hindsight?