Choose a good name

The name of your company, trademark or product is a key part of your business. It should stir inquisitiveness amongst the target group and ensure that your name is longlasting.

Many companies today use descriptive names, as they are both clear and simple. Yet there are also good reasons to try associative names which generate interest and a feeling for products and for companies. Regardless of what you opt for, a good, carefully considered name is always a good investment. 

The advantages of a descriptive name 

  • Their clarity makes it easier to meet expectations.
  • They are easy to remember.
  • They speak directly to certain target groups.

The advantages of associative names

  • They are good if the company develops and changes in nature.
  • They can be perceived as being more exciting than descriptive names and thereby put the company on the map.
  • They are easier to protect through trademark registrations than descriptive names.
  • There is more chance of domains being available.

Develop your company’s naming process 

  1. Develop a strategic name platform in order to obtain a good overview of all the name-related challenges that the company faces.
  2. Remember that a particular type of name can become very popular for a while and then feel very dated. The right name will help to ensure that the product lasts longer.
  3. Carry out linguistic assessments to ensure that the name you choose does not mean something unfavourable in other languages.
  4. Make sure you do not get too close to, or infringe anyone else’s trademark when you choose a name.
  5. Check that the domain name is available.

Digital market is international market

Keep in mind that the site where you promote your business, your goods or services is accessible globally. If you have information in other languages, such as English, the site will be found by search services and exposed in many other countries. Thus you are in markets abroad whether you like it or not. Consider this when choosing a name.