Just before you are about to fall asleep, you think of a catchy name for your next venture. You go to choose a domain name, like yourcompanyname.com, and you find that it’s already registered. You shut your laptop, go back to bed and wake up in the morning thinking “what now?”
You ’ve got inspiration, investors, and a prototype—you’re well on your way to taking the world by storm with your new product. Now you need just one more thing: a trademark for your groundbreaking creation. Something that’s memorable, evocative, and, perhaps most importantly, legal.
Early this week, we published a fascinating story behind Warby Parker’s brand name. After months of generating names (2000+) and gathering feedback, the four Founders – Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider – finally agreed on Warby Parker, primarily because no one could associate anything with it, allowing them to control and build their own reputation from day one. [Read more…]
I’ll just come out and say it, there are a lot of unknowns when starting a company. Early stage founders are forced to enter unfamiliar territories, make gut instincts and wear multiple hats in order to keep this ship sailing in the right direction. One of these early obstacles is coming up with memorable brand name. And while choosing a business name may come easy for some, for most, it can be a lingering headache.
There’s no magic formula for choosing a brand name. To make matters worse, even when you discover what you think is the perfect name, you’ll continuously second guess yourself. Most understand the basics of forming a memorable brand name: keep it simple, short, unique, flexible and easy to pronounce. But then it starts to get a little grey. Should it be suggestive or descriptive? Empty vessel or compound? Acronym or misspelled? Or perhaps a real word like Apple or Amazon?