Hello, My Name is Awesome

“What’s in a name? Everything.” A great business name not only attracts customers but also builds trust and emotional connection.

1. The Power of a “Sticky” Name

The name of a business serves as its first impression, and it needs to capture attention, build curiosity, and connect emotionally with potential customers. Sticky names, like Facebook or Amazon, are simple yet evocative, leaving a lasting mark.

A great name should be suggestive, sparking associations that align with the brand. For instance, Amazon suggests vastness and variety, fitting for a retailer offering everything from A to Z. Striking the right emotional chords, such as excitement or curiosity, can amplify appeal. On the other hand, names that confuse or bore, like XOBNI—an anagram for "inbox"—can isolate and alienate potential users.

To create a sticky name, use the SMILE framework:

• Suggestive of your brand’s promise.
• Meaningful to customers, avoiding personal or irrelevant references.
• Imaginary to invoke strong imagery, such as Timberland’s association with the outdoors.
• Legs to inspire creativity and playful associations like Ben & Jerry’s whimsical flavor names.
• Emotion-driven to establish a personal connection.

Examples

• Amazon implies diversity and a massive inventory, like the Amazon River.
• Obsession, the fragrance, directly taps into emotions and desire.
• Timberland evokes an outdoorsy lifestyle, invoking clear mental imagery.

2. Avoid the Seven Deadly Naming Sins

Choosing the wrong name can mislead, frustrate, or repel potential customers. Common mistakes, known as the Seven Deadly Sins of Naming, often spell disaster.

These pitfalls include spelling changes that make names unintuitive (e.g., Häagen-Dazs), restrictive terms like "Canadian Tire" for a company offering much more than tires, and confusing insider jargon, such as naming a business after cycling terminology unfamiliar to non-cyclists. Other offenses include being overly generic, such as naming an app “cloud,” or using backward spelling, like XOBNI, which customers may find puzzling. Hard-to-pronounce names and irritating suffixes can also alienate.

What you name your brand must resonate, not confuse. By sidestepping these traps, you ensure clarity and approachability.

Examples

• Häagen-Dazs faces challenges with spelling that make digital and voice search difficult.
• Canadian Tire’s name limits customer understanding of its diverse product range.
• XOBNI, being “inbox” spelled backward, left users scratching their heads.

3. SMILE: The Acronym for Success

Crafting the perfect name involves adhering to SMILE principles, which make names engaging, memorable, and meaningful. This method ensures that potential customers understand and connect with the name instantly.

Suggestiveness allows a name to hint at the brand purpose—Amazon’s sheer vastness of offerings or Obsession’s emotional allure. Imagery builds strong associations, like Timberland’s link to nature and adventure. Fun, creative names with “legs,” such as quirky ice cream flavor names by Ben & Jerry’s, open room for endless wordplay. Above all, the name must touch emotions.

Applying the SMILE acronym not only enhances recall but also cultivates a positive public perception of the brand.

Examples

• Amazon carries a suggestive promise of diversity and scale.
• Timberland vividly evokes visuals of forests and trails.
• Ben & Jerry’s “Chunky Monkey” triggers smiles through humor and creativity.

4. The Peril of Changing Spelling

Creative spellings might seem stylish but can often harm a brand. Häagen-Dazs or Flickr, for instance, introduced complications when customers could not spell or search for them easily, leading to confusion.

Correct spelling ensures that a brand is easy to find online and through tools like Siri or Google. Misspellings can make social media mentions inaccurate or even prevent users from locating a business. Accessibility—ensuring people can effortlessly remember and type your name—is key in today’s digital age.

To counter issues, many brands secure common misspellings of their name and redirect users. While creative spellings may look edgy, clarity always outweighs cleverness.

Examples

• Flickr also purchased Flicker.com, anticipating spelling errors.
• Häagen-Dazs struggles with pronunciation and searchability due to its spelling.
• The voice recognition feature of Siri often misinterprets jargon-filled or misspelled brand names.

5. Creative Briefs: The Key to Better Names

Defining brand identity helps avoid futile naming efforts. A creative brief—a clear statement outlining target customers, industry, and brand message—streamlines the naming process.

Acting as a guide, it highlights relevant themes while discouraging irrelevant or confusing ideas. This method bypasses endless brainstorming sessions dominated by groupthink. Drafting a creative brief allows marketers to focus on clarity of purpose and independent note-taking before group discussions.

Working alone first prevents extroverts from dominating conversations and ensures every voice contributes great ideas.

Examples

• A creative brief for a hiking apparel company might focus on the outdoors, nature, and adventure.
• Defining keywords like “sustainability” and “eco-friendly” would help avoid a disconnected name.
• A solo brainstorming session enabled Google to choose its quirky yet effective name.

6. Naming Tests: Validate Before Launch

Before committing to any name, test it on various groups such as colleagues, advisors, and potential customers. Early validation ensures that names evoke the desired emotions and align with brand goals without unintended connotations.

Testing doesn't mean diluting creativity. Select trusted insiders to offer constructive feedback. Even names that initially sound unusual—like Google—might prove to be fresh and unique. Trust your instincts but validate assumptions for buy-in.

Examples

• Wendy’s tested how their name resonated emotionally to connect with diners fond of homemade meals.
• Amazon carried out market tests to avoid restrictive or limiting name ideas.
• Backward and confusing names like XOBNI failed during practical user trials.

7. Domains Hold Digital Power

Owning an appropriate online domain serves as a brand’s primary gateway to potential customers. Startups like Facebook initially struggled when their ideal domain was unavailable.

If the domain you want is taken, explore tweaks. Adding words, choosing alternate extensions (.biz, .net), or making low offers to current domain holders are practical alternatives. Secure common domain misspellings to redirect users, especially for names prone to misspelling.

Avoid pitfalls such as blending words awkwardly, as this can lead to confusing or undesirable interpretations.

Examples

• Dropbox initially used GetDropbox.com to adapt to an unavailable primary domain.
• PenIsland failed to consider that penisland.com might be misconstrued.
• TherapistFinder became infamous for its accidental domain breakdown, looking like "the rapist finder."

8. Unintended Meanings: A Final Check

Double-check every potential name for unintentional meanings, especially when written in lowercase or combined into a domain name. Language quirks often turn playful names into embarrassing mishaps.

Strategic capitalization and spacing prevent such situations. Always review how your name appears visually or sounds phonetically, ensuring no accidental interpretations arise. Embarrassing domain names can destroy credibility.

Examples

• PenIsland’s domain name reading as "penisland" caused confusion.
• TherapistFinder’s unintentional "the rapist finder" breakdown turned problematic.
• Even highly creative branding efforts backfire when awkward phrasing is overlooked.

9. Trust Yourself and Be Bold

The best names sometimes seem odd at first but stand out over time. Creativity and confidence often mark success in branding. Bold choices, like Google or Apple, felt unconventional initially but became iconic.

Avoid safe, watered-down names designed to please everyone. Innovation often comes from taking risks, so trust your instincts and embrace uniqueness. A memorable brand name sets the stage for a strong market presence.

Examples

• Apple’s unconventional name was startling but became a global staple.
• Google was quirky enough to stand apart and remain unforgettable.
• Bold names spark curiosity, sticking in customers’ minds over flat, generic alternatives.

Takeaways

1. Use the SMILE framework when brainstorming your business name: make it Suggestive, Meaningful, Imaginary, full of Legs, and driven by Emotion.
2. Test possible names on trusted groups and always check for unintended meanings that might confuse or repel customers.
3. Plan ahead to secure an appropriate domain early, considering alternatives and common misspellings.