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Business Name Branding



Choosing the right business name is super important. The message your business name conveys is a key take away for a potential client. If nothing else, it's the one thing that we want them to remember. Your business name should set the tone for establishing your brand identity. There are three points of importance when it comes to choosing your business name - authenticity, availability and brandability.


Brandability

Using keywords that resonate with you and your target audience helps to establish your company's brand identity and gives your audience a bit of insight into your brand’s story (think back to your 'why' - the reason you started this business in the first place). It also helps to keep your mission and vision statements in mind. Are these things that resonate with your target audience? If your answer is yes (and I should be), then start doing a little research on social media profiles.




Availability

Your business name - the words you choose - are a key element of your brand. As such, you want to ensure you have the rights to it and that it is available for use across all (if not most) of your marketing mediums before you run out and start printing business cards and designing logos.

Did you know that the word 'entrepreneur' is trademarked? 

And the company that holds the trademark has already successfully sued companies for using the word.


Authenticity


Because it all starts with you. You are the voice of your business and your tone, values and strengths will be the core elements that determine how your business is perceived by your target market. Consider words that you would like your audience to use when describing your brand. Also consider words that people usually use to describe you as well as keywords that are related to your field or industry.


Choosing the 'perfect' name for your business is a personal choice that should be vetted through your professional lens. It can be overwhelming but it doesn't have to be. Thinking through these key elements are a great place to start.



I've created a Quick Guide to Choosing Your Business name that will walk you through the key elements outlined here. The guide includes a braindump page for keywords and phrases related to your industry and brand, links to check availability, checklists and more in-depth questions related to brandability. You can grab your guide here.