Choosing a business name is no mean feat. It is one of the first major decisions that will need to be made when starting a business and it will have a significant bearing on the identity of the business. But, it’s not an easy one.

Taking the time to do the research and brainstorm ideas, whilst always challenging yourself as to whether you are taking the right path, is time well spent, helping ensure the final verdict is the right one for you and your business.

Below are some tops tips when it comes to naming your business:

  1. Ask yourself; does your chosen name allow you to ‘stand-out’ or ‘fit-in’?

In the initial stages of launching a business, some people may be afraid to make the leap when it comes to choosing an edgy business name, as they are more focused on getting their ‘foot in the door’ and gaining credibility in their sector. But don’t forget your long-term goals. A business name is potentially a powerful branding tool with long-lasting effects.


See also: Identifying your target customer


Standing out from the crowd is no bad thing, as long as your name is meaningful to the target audience.

  1. Are you striking the right tone?

Successful businesses do not just have a good name, they establish and develop a strong brand identity. Your chosen business name is ultimately your point of contact for potential and existing customers and therefore ensuring it communicates the values of the business and sets the right tone is key.


See also: Is your brand up to scratch?


It’s worth noting that most words have a denotation (literal meaning) and a connotation (emotive meaning), which can be positive, negative or neutral. Using a positive connotation within your business name will help evoke what you want people to associate with your business.

  1. Consider what your competitors are up to

It’s always worth taking the time to look at the direction your competitors have taken with their business names. Don’t copy what they have done, differentiate yourself.


See also: How to carry out market research


Remember, you have your own story to tell about your business journey and it’s yours to shout about. Make the most of this by making your name unique yet memorable.

  1. Keep it simple

There is no doubt that your business name should encompass your business values and distinguishing features. But, the key to this is keeping it simple. A strong name should be memorable but at the same time be recognisable and searchable as well as easy to understand and pronounce.

Think of the keywords that communicate what your business offers and ask yourself, does this come across in your business name in a concise, informative way?

  1. Test your name

Although consulting with family and friends on business names can seem like a great idea at the start, there may soon become pitfalls in this process making it tricky to determine a name you are truly happy with.

However, it’s worth testing your chosen business name ideas with your target audience to ensure it’s meaningful to them. Consider carrying out a survey or focus group with a select group of people and take onboard any valuable feedback they provide.

At the end of the day, they are your potential customers and it’s important they understand where you are coming from with your chosen name.

Also, don’t forget to search for your name on the internet to see what results it returns which may have an impact on your business.

  1. Secure your trademark to protect your brand

Once you have chosen your ideal business name, you must check that this is not already trademarked by someone else by searching the Government website.

To protect your brand, whether that’s a product or service, it’s recommended that you apply to register for your own trademark on the Government website.

Farm diversification, diversification ideas, rural business, rural business ideas

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