7. Use a Metaphor
One way to make sure you leave a visual impression is by using a metaphor. Comparing your subject with something else is a powerful way to use available patterns and associations. A good metaphor will lead to original ideas quite easily. A rich comparison will lead to a steady flow of ideas almost immediately.
8. Combine Words
If you are looking for an original name with a free URL, you’ll quickly end up with extremely long names. That’s probably not the way to go. It’s advisable to also try to combine short and mid-long words to see if you can create a fun and unique combination. If you look at famous brand names you will see that a lot of them are actually combinations. To name just a few; MailChimp, Facebook, LinkedIn, SlideShare, YouTube, WordPress, WhatsApp, Evernote etc.
9. Do The Opposite
If you want to develop a creative name for your company, it’s generally not recommendable to use the names of your competitors as inspiration. Yet, when you look at your competitors and you do something totally different, you can position yourself in an original way. Take the wonderful name “FatBastard” for example. An extremely unusual name. Especially when you realise that it’s the name of a delicious red wine. As you can imagine this funny name gets a lot more attention than the other labels in the liquor store.
10. It’s right when it sounds right
A very simple way to tell if you have a great name is by checking its sound. Just ask yourself, how does it sound when I pick up the phone and say the name out loud? Will it take long? Will it be clear immediately? Or will the person on the other side of the line ask me to repeat what I just said? And what about introducing yourself during a party? Will the name be catchy or monotonous? Is it melodious? Is it easy to turn it into a rhyme or Jingle?
11. Change A Few Things
Subtle changes in a word can lead to very interesting and inspiring names. Just think about Pinterest (Pinning + Interesting stuff) or Groupon (Coupons for a large group of people). However, be careful. If you add or remove letters randomly it can look like spelling errors and you don’t want to look stupid. It’s tempting to make some changes so you will have a name with a free corresponding URL. Don’t fall into that trap. It’s important to have a unique name, but don’t force it.
12. Pronunciation
As mentioned earlier the sound of a name determines everything. Always be aware of how your name sounds to your audience. Will they be able to find you on the internet if they have only heard you say the name?
13. Be wary of cultural differences
If you want to operate overseas, always take cultural differences into account. Always be aware of foreign meanings and local slang. The Swedish manufacturer of household appliances Electrolux once ran a disastrous campaign in the US. The brand promoted its vacuum cleaners with the slogan “Nothing sucks like an Electrolux”. In a similar case of naivety about cultural differences, the Coors Brewing Company translated its slogan “Turn it loose” into Spanish, where it was read as “Suffer from diarrhoea.” As you can imagine both campaigns didn’t go as planned.
14. Play With Words
A name consisting of several words can be agood choice. Don’t worry about the URL. You can always choose to make use of an abbreviation. I like to get my inspiration from the names of bands. They often perfectly illustrate how you can create a new identity with a creative name. For example, in the Netherlands there are bands called Go Back to the Zoo, Mr and Mississippi and De Jeugd van Tegenwoordig (the youth of today). Although these names are relatively long they communicate an energetic and rebellious style.
15. Create Word Jokes
A funny element can leave a lasting impression. Humour helps but is also a highly sensitive case. It can quickly become childish or unprofessional. Always take into account what your target audience considers to be fun and appropriate.
A name is just a name. The perfect name does not exist, neither does a golden formula to find one. There are many factors involved when it comes to the success of a name. It’s impossible to develop one single technique, you have to use several. It should be noted that all the strategies above are just a way to get you started. In general, it will take you quite some time (and many different names) to find your ideal name.
