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How Do You Coin a Company Name?

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How Do You Coin a Company Name?

By and large, a new company name and style, until work and money have been invested in them, can take just about any form (within reason, of course). Many papers have been written on marketing and branding, studying people’s reactions to consonance, combinations of words, colour palettes, etc. Do not worry your head about this too much. The main thing in any new project is the self-actualisation of its creator. This is basic common sense; this is the point to start from when developing a corporate identity. The names of well-known companies are vivid examples of this.

In our experience, there have also been quite a few cases where nice-sounding company names were selected based on personal and purely subjective categories of customers. For example, one customer shopping for a corporate identity for her new Internet project was willing to do anything to immortalize her cat’s name within it. The owner of an engineering company wanted to see its updated brand to include certain letters from a phrase he remembered since his youth. As is common practice, a player in the business segment of the construction market referenced his daughter’s name in the title of his Company. And the owner of an IT company clearly insisted that its name be “homey and cosy”.

Such limitations when developing a name are simple and fair to the investor, but impose considerable responsibility on the doer, as yet he will have to take into account recommendations for naming accumulated by business practice and elaborate design of corporate identity.

The main thing in any new project is the self-actualisation of its creator. This is basic common sense; this is the point to start from when developing a corporate identity.

In addition, the name should make it possible to fill the brand with a certain philosophy that is already far from personal subjectivity and closer to pragmatism. Brand philosophy (a story describing the background of the project and laconically transmitting its mission and core objectives) should be an integral part of the name and style. Developing a logo and design details (trends) often help to accurately transmit the philosophy.

The rough naming recommendations we provide will be general, in our opinion (though to a lesser extent depending on the specific project and the investor). Avoid abbreviations, especially consisting of three letters: they are hard to remember, there are a plethora of them, and future employees on the project are unlikely to perceive so closely the meaning that you put in the words hidden by the abbreviation (and, as a matter of principle, to remember them). And this will hurt you a little every time it manifests itself in the future. Avoid words suggested by narrowly interested experts. For example, many Internet promoters like including specialized words in the name such as “finance”, “legal”, “construction”, “property”, etc. And junior partners often want to see “group” included in the name.

Think abstractly! In the end, the value of the name will be determined not now, but in a year’s time. And it will depend on your work over this time and the reputation of your team to a much greater extent than on artificial rationalism and caring about of somebody’s interests in the original conceptualization.

Think abstractly! In the end, the value of the name will be determined not now, but in a year’s time. And it will depend on your work over this time and the reputation of your team to a much greater extent than on artificial rationalism and caring about of somebody’s interests in the original conceptualization. Be yourself. This is your project.

To conclude, the creative process of choosing a name is primarily a concern of the ideologue behind the project, often in collaboration with people he is close to. Supplementing this creative work with second creative mind (a designer, junior partner, or your mentor – those idea men who really can make a professional contribution to the new product) allows you to create discoveries that you can live with in comfort and pleasure in the future. And that is the most important thing.

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