Things to keep in mind when choosing a brand name

I’ve had this conversation many times as part of the branding process, and I can summarise my main bits of advice with these “Four R’s” you can keep in mind:

Is it Relevant?

Does the name immediately communicate what you do to your desired customer? If you can summarise what you do in a smart, snappy and memorable company name – you’re onto a winner

I say this as someone who named their first design company “Red Dot Design”. What did that mean? Who can honestly say.

Is it easy to Recall?

I.e – don’t complicate it! If potential customers find your name hard to spell or pronounce, it can mean it’s harder for them to find you or refer you to others. Eek!

Is it Rare?

While you don’t want a name so rare that it becomes impossible to remember, you don’t want to call yourself the same as your competition either! Use Companies House to search what’s already out there, and make sure you choose a name that hasn’t been registered before – also remember to check domain name and social handle availability.

Is it Responsive?

Think long term when choosing a name, and try to pick something that will grow with you instead of boxing you in to the same product or service.