{"id":9046,"date":"2021-02-01T13:19:04","date_gmt":"2021-02-01T13:19:04","guid":{"rendered":"https:\/\/www.weareharrison.com\/?p=9046"},"modified":"2023-11-11T13:00:41","modified_gmt":"2023-11-11T13:00:41","slug":"naming-a-business-how-to-choose-a-brand-name-and-stand-out-to-your-customers","status":"publish","type":"post","link":"https:\/\/www.weareharrison.com\/naming-a-business-how-to-choose-a-brand-name-and-stand-out-to-your-customers\/","title":{"rendered":"Naming a business: How to choose a brand name and stand out to your customers"},"content":{"rendered":"\n

What\u2019s in a name?  Well, quite a lot actually \u2013 especially if you\u2019re attempting to come up with a name for your new business.<\/a><\/strong><\/p>\n\n\n\n

But coming up with potential brand names that are both memorable but also tell people what it is you actually do can be mind-achingly frustrating \u2013 even for the creatives among you.<\/p>\n\n\n\n

How to Choose a Brand Name<\/h1>\n\n\n\n

So, where do you start?<\/p>\n\n\n\n

Firstly.<\/p>\n\n\n\n

You have to understand what you do and who you are<\/strong><\/p>\n\n\n\n

This sounds obvious, of course.<\/p>\n\n\n\n

Yet so many new businesses find themselves changing tack early on, perhaps because their product or service isn\u2019t as successful as they\u2019d first hoped, or because they revise the target audience they\u2019re marketing to.<\/p>\n\n\n\n

Either way, a major change in your product, service offering, or target audience can sometimes render your brand name meaningless.<\/p>\n\n\n\n

So, when thinking of potential brand names, you need to consider:<\/p>\n\n\n\n

\u2022 What your product or service proposition will be
\n\u2022 Your target audience and their personas.
\n\u2022 What your business really stands for and your back story, where have you come from?<\/p>\n\n\n\n

Your brand identity<\/strong><\/h3>\n\n\n\n

Your company name is important, but it only forms a portion of your overall brand identity.<\/a><\/strong><\/p>\n\n\n\n

A brand identity might sound a little pointless for a local carpentry firm, and more important for an international design agency like Harrison.<\/a><\/strong><\/p>\n\n\n\n

But what you stand for and your values as a business count for more now than they ever have before \u2013 regardless of size, location, product or service.<\/p>\n\n\n\n

The Importance of Branding<\/h2>\n\n\n\n

Your brand identity is your personality. It\u2019s your public-facing persona.<\/p>\n\n\n\n

And it encompasses everything from what you say and how you say, to the promises you make to your customers.<\/p>\n\n\n\n

But it starts with your brand name, so think about how you want to be seen and heard before you start brainstorming.<\/p>\n\n\n\n

How we do it \u2013 The Harrison Naming Facets Model<\/h3>\n\n\n\n

We work to a list if eight \u2018naming facets\u2019 when working with clients to create new brand names:<\/p>\n\n\n\n

\u2022 Brand fit
\n\u2022 Character
\n\u2022 Accessibility
\n\u2022 Scalability
\n\u2022 Suitability
\n\u2022 Be Unique
\n\u2022 Euphony
\n\u2022 The Right Fit<\/p>\n\n\n\n

We then use those facets to \u2018score\u2019 the brand names that we shortlist.<\/p>\n\n\n\n

Time for that brainstorm<\/h2>\n\n\n\n

The best way to even start to come up with a great name for your business is to brainstorm a list of words that are both associated with what you do and who you are, but also resonate with your potential customers.<\/p>\n\n\n\n

Jotting down as many words as you can think of is a great starting point when naming a business or brand.<\/p>\n\n\n\n

Remember: Google is your friend here, so if you\u2019re struggling to come up a list of keywords, try a google search for \u2018terminology\u2019 or \u2018glossary\u2019 of your chosen product or expertise.<\/p>\n\n\n\n

<\/h3>\n\n\n\n

How we do it<\/h3>\n\n\n\n

We took that brainstorming process to the next level when tasked by Greene King to help them come up with a name and brand identity for a new craft ale.<\/p>\n\n\n\n

In a busy marketplace like craft ales, it was important for Greene King that their new product had a brand name that:<\/p>\n\n\n\n

\u2022 Was distinctive and memorable
\n\u2022 Set them apart from their competitors
\n\u2022 Evoked positive associations that resonated with their customers
\n\u2022 Created a strong personality that sparked curiosity
\n\u2022 Inspired and motivated their employees<\/p>\n\n\n\n

We created \u2018Lucky Luke\u2019, the new craft ale\u2019s ideal customer and devised a long list of words associated with Luke\u2019s perception of himself, including:<\/p>\n\n\n\n

\u2022 Intrepid
\n\u2022 Maverick
\n\u2022 Fearless
\n\u2022 Confident
\n\u2022 Grafter
\n\u2022 Wanderer<\/p>\n\n\n\n

We then drew up a long list of words Luke uses in his vocabulary, which included:<\/p>\n\n\n\n

\u2022 Railroad
\n\u2022 Grizzly
\n\u2022 Ablaze
\n\u2022 Stampede
\n\u2022 Hachette
\n\u2022 Bareboot<\/p>\n\n\n\n

Following that, our team created a long list of locations Luke has a connection with, including:<\/p>\n\n\n\n

\u2022 Devil\u2019s Thumb
\n\u2022 Wilderness
\n\u2022 Moose
\n\u2022 Altitude
\n\u2022 Bearclaw
\n\u2022 Mountain<\/p>\n\n\n\n

Words associated with Luke\u2019s humour and character, meanwhile, included:<\/p>\n\n\n\n

\u2022 Badger
\n\u2022 Boar
\n\u2022 Chinook
\n\u2022 Wolf
\n\u2022 Grizzly
\n\u2022 Spear<\/p>\n\n\n\n

And thinking about his attitude sparked words like:<\/p>\n\n\n\n

\u2022 Radical
\n\u2022 Curious
\n\u2022 Challenger
\n\u2022 Unshackled
\n\u2022 Spontaneous<\/p>\n\n\n\n

Using our eight naming facets, we then came up with this ranked shortlist of six possible names for Greene King\u2019s new ale, scoring them on each facet: Mighty Moose was chosen.<\/p>\n\n\n\n

1. Mighty Moose IPA
\n2. Stampede IPA
\n3. Curious 8 IPA
\n4. Dashfire IPA
\n5. Bareboot IPA
\n6. Spotter IPA<\/p>\n\n\n\n

Your \u2018name\u2019 as a business name<\/h3>\n\n\n\n

Where do you think the name Harrison comes from?<\/a><\/strong><\/p>\n\n\n\n

That\u2019s right \u2013 from our founder, Philip Harrison.<\/p>\n\n\n\n

Often brand names which are short, sweet, to the point and, dare we say it, obvious \u2013 stare you in the face for hours, days or even weeks or months, before the lightbulb illuminates. However, in our case, a name still communicates something and the name works because of Philip\u2019s reputation, passion and how he has shaped our values including; personal\/friendly service \u2013 so even a name like this needs to be assessed to check it resonates\/communicates.<\/p>\n\n\n\n

How to Check a Company Name<\/h2>\n\n\n\n

So, you\u2019ve got a list of some amazing potential names for your new business.<\/p>\n\n\n\n

Now you need to see if any of them have been taken by some other clever so and so.<\/p>\n\n\n\n

Do a Google search<\/h3>\n\n\n\n

Jump on Google and start searching up your potential business names, crossing out any that exist already in the UK.<\/p>\n\n\n\n

Remember: Even if your business name is taken by a company from overseas, that could impact on your ability to be found in search results.<\/p>\n\n\n\n

Do a Companies House check<\/h3>\n\n\n\n

If you\u2019re planning to incorporate your business as a limited company, log on to Companies House and make sure a business of the same name hasn\u2019t already been registered.<\/p>\n\n\n\n

Get feedback from people you trust<\/h3>\n\n\n\n

As much as you are really feeling your proposed new brand name, getting feedback from people you trust and respect can sometimes throw in a few curveballs \u2013 which can be both good and bad.<\/p>\n\n\n\n

A fresh pair of eyes on your business name can sometimes throw up negative connotations you may not have considered, or it can be positive confirmation that you\u2019re very much on the right lines.<\/p>\n\n\n\n

Find a domain name<\/h3>\n\n\n\n

All new businesses need a website, so hop on to a domain name provider like Go Daddy or 123Reg and search up options for a domain name that includes the name of your business.<\/p>\n\n\n\n

Start planning your brand strategy<\/h3>\n\n\n\n

As we said earlier, the name of your business is only a small part of your brand.<\/p>\n\n\n\n

To really get your business moving and into the eyes and ears of your customers, you need to have a solid brand strategy<\/a><\/strong>.<\/p>\n\n\n\n

This strategy clearly defines who and what you are, what your business stands for and your values.<\/p>\n\n\n\n

A brilliant brand strategy and clear values, as well as an amazing product and \/ or superb customer service, will help you build loyalty and trust with the people who buy from you \u2013 meaning they come back time and time again.<\/p>\n\n\n\n

Now it\u2019s time for growth\u2026<\/h3>\n\n\n\n

At Harrison, we\u2019re experts on building and showcasing brands through identity, strategy and storytelling.<\/a><\/strong><\/p>\n\n\n\n

Check out some of the projects we\u2019ve worked on<\/a><\/strong> and get in touch to find out more.<\/p>\n","protected":false},"excerpt":{"rendered":"

How to Choose a Brand Name Your brand identity The Importance of Branding How we do it \u2013 The Harrison Naming Facets Model Time for that brainstorm How we do it Your \u2018name\u2019 as a business name How to Check a Company Name Do a Google search Do a Companies House check Get feedback from […]<\/p>\n","protected":false},"author":5,"featured_media":9044,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44,43,1],"tags":[64,72,71,69,70,68],"acf":[],"yoast_head":"\nNaming a Business: Brand Identity | Harrison<\/title>\n<meta name=\"description\" content=\"What\u2019s in a name? Well, quite a lot actually \u2013 especially if you\u2019re naming a business. 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