Launching a new brand name involves a lot of screening, both legal and linguistic. Legal screens are obvious: Can you file for a trademark? Can you obtain the right domain name? But linguistic considerations are a bit more complicated than that. In this article I’ll explain what’s possible and what’s necessary for your new brand name.
Over the last couple of months, I have received countless emails from entrepreneurs requesting help on either coming up with a brand name or helping select from a short list of potential names. Although these friction points are on opposite ends of the naming journey, both have their unique challenges, from brand positioning to trademark screening to domain acquisition.
You’re a sophisticated marketer. You know that great names aren’t scribbled on a cocktail napkin at an impromptu brainstorming session after work. You’ve run your list through a preliminary trademark screen and you’re ready to pull the trigger. But have you done a linguistic check?
I can’t believe it, but I launched my naming blog over four years ago. At the time, I was working for a startup in Seattle and was inspired by the entrepreneurial energy. I made the commitment to launch a blog, but there seemed to be a blog for everything, even strange things like, Ryan Gosling’s Disneyland Cats, so I set a few requirements to structure it.
If you’ve struggled to come up with a strong name for your business, you are not alone. Entrepreneurs and small business owners spend more time than they anticipate trying to come up with a strong name for their new venture, or when renaming their existing business.