2015-07-30 00:00:00Small BusinessEnglishChoosing a brand name is never as easy as it seems - At Intuit QuickBooks, we've devised five ways that will help you come up with a name...https://quickbooks.intuit.com/uk/resources/uk_qrc/uploads/2017/01/Branded-SMS.jpghttps://quickbooks.intuit.com/uk/resources/small-business/five-essential-traits-of-a-good-brand-name/Five essential traits of a good brand name

Five essential traits of a good brand name

3 min read

Choosing a brand name is tough; your small business will have it forever, so it has to be good. It’s a pressure understood by most entrepreneur; especially those with multiple businesses under their belt. At QuickBooks, we’ve listed the five key things successful businesses keep in mind when choosing :

  1. It has to be easy to remember



Aim for memorable. This sounds obvious, but that doesn’t mean it’s easy. If it’s mentioned in passing, your audience should be able to easily recall your name at a later date. It should be the kind of name that screams virality and sustainable business growth. Obviously, that’s easier said than done, but there are a few ways you can check your potential name before committing. A good one is to casually mention it to a few friends individually, wait a few days and then ask if they remember it. If it comes to mind without hesitation, there’s a good chance you’re on the road to the right choice. If they’re struggling to recall it, head back to the drawing board.

  1. It has to be original

Don’t mimic your competitors. You want to stand out from everyone else, and your brand name is the first thing people will hear from or about you. The last thing you want is someone comparing you to another business because you sound alike; that gives your competitors an edge. You don’t want to be viewed as a knock-off, so be creative. Your business is unique and your name should be, too. Customers are inundated with new brands every day; give them something different to enjoy – a brand that acts and sounds different from all the others.

  1. It has to be relatable

It has to be original and relatable, which can sound like a contradiction. Combining these two aspects is likely the toughest part of the process. But being unique doesn’t mean you can’t appeal to a wide audience. Your brand name should feel instantly familiar without being clichéd. When customers can personally relate to a brand, they are more likely to become loyal ambassadors.

  1. It must be easy to pronounce

Even if it looks great on paper, you shouldn’t assume your brand name sounds inspiring on the phone. Short names don’t necessarily sound better, either. Practice your name using different methods of communication before making a decision. Evaluate how people react to it. If people are constantly asking you to repeat it, it’s probably wise to rethink your strategy. Strong brand names roll off the tongue. Don’t skip this step – you’d be surprised how many great businesses don’t flourish because of pronunciation problems.

  1. It must be impactful



When you think of “beans,” chances are you immediately think of Heinz. The name is synonymous with its product. Small businesses have to establish themselves before expecting this kind of indelible association, yet founders should keep it in mind as a future goal. If you envision your brand name having this kind of power, stick with it. It’s important to note that choosing a brand name is only the beginning of your journey. It’s more than just a title – it’s an idea and the corporate culture you create around it; but your employees and customers will ultimately define it. With social media, companies are only a bad tweet away from ruining the foundation they worked so hard to create, no matter how great the name is. So, make sure yours is unforgettable for all the right reasons.

Find out more ways to run your business by visiting our Small Business Centre




Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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