The fate of a company is largely determined by its name. Choosing the wrong name can make it difficult to succeed, even with a good product. Moreover, attempting to enter foreign markets may result in failure if you disregard peculiarities of translation and cultural mindset. While a successful name is not a guarantee of commercial success, a bad name almost ensures failure. For example, in Spanish-speaking countries, Mitsubishi Pajero sales were affected because "pajero" means a rude expletive in the direction of homosexuals. There are many such examples. In this article, we will explore various ways to create a unique and memorable company name.
Creator's name. Using the names and/or surnames of the founders is a simple option. Examples of such names include Ford and Tesla for cars, Levi's for clothing, and Jacuzzi for equipment. You can also use a patronymic, initials, or first/last name combinations.
Toponyms. Geographical names such as water bodies, settlements, and mountain peaks can inspire name ideas. Of course, there may be companies with such names already, so make sure to choose a unique one.
Turbologo. You can use the Turbologo online naming service to generate a name for your company or brand. Start by listing keywords and phrases that characterize your business, and let the workflow do the rest.
Alliteration. Based on rhythmic repetitions of identical and homogeneous consonant sounds, alliteration can result in a memorable brand name. Examples include Coca-Cola and KitKat.
Onomatopoeia. This technique generates an associative relationship with the product. For instance, Schweppes sounds like the opening of a fizzy drink. This technique may not be suitable for every field but can create original, memorable names.
Titles. Naming your shop, restaurant, or hotel after a title is quite common. Café "Emperor" or store "Monarch" can be found in many cities.
Abbreviation. IKEA and BBC are examples of abbreviations that hide beautiful names, or quite the opposite. However, abbreviations themselves can be euphonious and memorable. For instance, IKEA is an acronym that stands for the name and surname of the founder and the location of his birthplace.
Risks of a Company Name. Before settling on a name, ensure that it does not carry certain risks such as unpleasant associations in other languages or banality. Coca-Cola almost failed in China because the name sounded to residents like "bite the wax tadpole". A successful name must be unique, recognizable, accessible and enduring.
In conclusion, naming affects consumer perception of a company. A bad name can repel the audience, so you must approach the issue seriously. A name must be both beautiful and memorable but must also convey meaning that consumers remember.