Naming Your Small Business: Find Your Inspiration

A note from of Amanda Rae, 17hats COO: 

Kevin Swisher’s first blog post on naming resonated with our small business audience, so I have asked him to write a follow-up. Kevin runs a company that names things, called Flying Start. He has been associated with 17hats for several years now. Read his first blog on naming here.

Many of us have named something, whether it’s a new puppy, or a bouncing baby boy or girl.

In those cases, many things can inspire a new name. You might name a rescue dog after the color of his coat, or name your newborn daughter after a beloved family member. 

But what about when it comes to business? What if you’re looking to name a new company, service, or product? 

In my previous blog post for 17hats, I outlined some common dos and don’ts for business-related names. This piece picks up where that post left off, and tries to shed light on two questions:

Where can you find inspiration for a new name?

What can help to make that name memorable?

Let’s tackle those in order.

What’s in a name? Finding inspiration.

Depending on what you’re naming, you might consider a riff on your own name. See my original post for cautions and considerations if you’re starting out and inclined to name your endeavor “[Your First Name] [Your Last Name] [What You Do].” That conventional approach isn’t wrong, but it’s worth thinking through.

But let’s say you’re looking for something different. Maybe you want to brand a personalized, high-end service that’s reserved for your best clients. Or you need a catchy, self-explanatory name for an add-on product that’s available at online checkout. 

Inspiration can come from your customer experience. Think about the problem that your new endeavor or product solves. What’s the benefit of what you’re naming?

As you get your creative juices flowing, consider these tried-and-true avenues used by naming professionals:

• Associated feelings. Again, let your mind run to your client experience. What do you want them to feel as a consequence of this new entity? What adjectives – or phrases or exclamations – capture that feeling? Just as one example we all know from the grocery store, Snuggle fabric softener implies the warm fuzzies that come with nuzzling into a soft blanket.

• Compound names. It’s common in naming to combine two distinct words into a single name. (Like SnackWells or KitchenAid.) But you can also create what’s called a portmanteau by combining the meaningful syllables of two words. Such smash-ups retain shades of meaning from both of their parent words, as in Netflix, Sonicare, or Groupon.

• Metaphors. Our language is rich with metaphors and similes – you can tap into these for inspiration. Brands such as Greyhound, Velveeta, and Angel Soft toilet tissue seek to draw comparisons in consumers’ minds.

• Obscure dictionary words. A good unabridged dictionary will include lots of seldom-used but meaningful words that can double as brand names. Pro tip: Many fields, from woodworking to psychology, will have their own dictionaries. Flip through those pages for out-of-the-ordinary names rich with layers of meaning.

• Foreign words & phrases. The right foreign word or phrase can say a lot about your brand: Consider Contigo travel mugs and water bottles (contigo = “with you”) or Talenti gelato (talenti = “talents”). But bear in mind, simply translating someone else’s trademarked English name into a foreign language won’t work – the owners of that trademark retain a protectable ownership over any direct translations. See my previous blog for notes on avoiding existing trademarks. The short version here? Consult a lawyer or expert in the field to sidestep trouble.

• Storytelling opportunities. Often, the best names act as a springboard into a story. Names such as Title Nine (women’s athletic apparel), Rosetta Stone language resources, and Fisherman’s Friend throat lozenges hint at a meaningful backstory. Oh, and I love 17hats as a name, of course – it calls to mind the many hats that a solopreneur wears every day.

Of course, these days, you can also turn to AI for inspiration, asking a chatbot such as ChatGPT for name ideas. But bear in mind that others can access those same answers, with an equal claim to ownership.

Also, as of this writing, AI resources are not reliably identifying names that are available for trademark. (Which is to say that many of the names suggested by the chatbot may be protected by federal or state trademarks, or through common law usage.) So take any AI suggestions as a starting point, and do your homework when it comes to screening names for trademark conflicts or unwelcome associations (such as slang uses, awkward foreign translations, or less-than-desirable social media personas using the name). 

The AI tools will only get better with time, but (for the moment, at least) there remains a key role for human creativity, expertise, and judgment. That’s certainly true when it comes to navigating trademarks – it still pays to consult a lawyer or an expert in the field. 

Sticky names: Memorability strategies.

Some names are easily called to mind. That’s not by accident.

Branding experts spend lots of time mulling ways to make a name memorable. Here are a handful of time-tested strategies to consider:  

• Alliteration. Many names feature words that start with the same sound, from Coca-Cola to Bed Bath & Beyond. 

• Rhymes. Rhymes stick in people’s minds, whether it’s Wetzel’s Pretzels or Rold Gold – a store brand of pretzels, coincidentally. 

• Wordplay. If you Google “punny small business names,” you’ll get a lot of fun examples for reference. (Such as “Girls Just Wanna Have Pho” for Vietnamese takeout.) A clever turn of phrase can help you earn social media exposure or word-of-mouth referrals.

• Onomatopoeia. This isn’t always applicable, but sometimes a sound associated with your product or service can inspire a name. Household names such as Swiffer, Pop-Tarts, or Roomba contain sounds that call the brands to mind.

• Unusual spellings. This trend has come and gone, which is probably for the best – tricky spellings can ask a lot of customers. Still, brands such as Lyft and Flickr have made it work. Again, keep in mind: Simply spelling an existing, trademarked name differently still trespasses on that protected ownership. Learn more about trademarks at uspto.gov. Consult with a lawyer or another professional if you are ever in doubt. 

Brand out from the crowd. 

If you’re naming a company, service, or product, you have a remarkable opportunity. 

Take the time to explore some novel, even out-of-the-box names – perhaps inspired by some of the thought-starters above. 

An arresting or memorable name can advance the conversation with your clients. From the name alone, they may understand why they should splurge for that add-on product. Or the name may pique clients’ curiosity, allowing you to tell a story – and segue into your sales pitch.

The right name can be a great first step toward small business success.

The preceding is for informational purposes only, and should not be considered as legal advice.
Kevin Swisher oversees Flying Start Naming & Verbal Identity, based in Dallas.