Naming
Naming is the systematic development of a name for a company, product or brand — memorable, fitting the positioning and practically usable.
A good name is easy to pronounce, spell and remember, fits the brand and leaves room for growth. It works on the phone, as a domain, as a social media handle and on a sign.
Before deciding, it should be checked whether domain and social media names are available and whether similar names are already protected. The trademark check belongs in the hands of professionals.
Circle, for example, developed names for Candli and Baufinanzgroup and built the brand on that basis.
What to look out for
- Define criteria in advance: sound, length, meaning, international use.
- Collect many ideas, then shortlist systematically.
- Check availability of domain and social media names.
- Say the name aloud, test it on the phone and have people write it down.
- Have a trademark search carried out by professionals before the final decision.
Common mistakes
- A name nobody can spell correctly.
- Too narrow — the name no longer fits as the offer grows.
- No check whether the name is already protected.
Frequently asked questions
With clear criteria, many ideas, systematic selection and tests: how does the name sound, is it available, is it understood on the phone? The final step is a check by professionals.
Not necessarily. Descriptive names are instantly understood but often hard to protect and interchangeable. Distinctive names need more brand building but are unmistakable.