Capacious company name. how to get creative when you need to quickly come up with a cool company name

How to come up with a company name: 5 name requirements + 12 proven ways from experts + 5 main mistakes when choosing.

“Whatever you call a yacht, so it will float!” - you sing after the good-natured captain Vrungel and sit down to come up with the most sonorous, most amazing name for your company.

But a couple of hours pass, your head is still empty, and there are a bunch of crumpled sheets of paper on the table?

Do not despair!

We will prompt, to attract the attention of potential customers.

First you need to figure out what requirements it must meet in order to provide an enchanting start in business.

How to come up with a company name from the point of view of marketers?

The marketing gods have just 5 tips for those who are tormented by the question “How to come up with a suitable name for a company?”:

it must be original.

You don't want to be the fifth U Svetlana cafe or the eighth Mir Shoe store in the city, do you?

You must be remembered!

it should be easy to pronounce.

Don't make people break their tongues by explaining to friends where they got their car so wonderfully repaired;

it should be understandable to anyone.

We are glad you have three higher education and a lot of knowledge in my head, but it is unlikely that the Quasi-Symmetric Stellarator is the best choice titles;

it should be as simple as possible.

Magnificent, pathos words are suitable only for ancient Greek tragedies, and certainly not for a modern company;

it should have a positive emotional connotation.

This means that you need to come up with a name for the company so that it does not cause anger or irritation.

On the contrary, it is better to appeal to such feelings as love in all its manifestations, kindness, a sense of beauty, tranquility, well-being.

And now that you know what the result should be brainstorming, we offer you 20 best ways to come up with a name for your future company.

20 ways to come up with a name for a company or what's in my name to you?

Try playing with the names of the founders.

Few of us have not eaten a hamburger at McDonalds or heard of the fashion brand Valentino.

This is exactly the case when common nouns have become real symbols.

You can combine parts of completely unrelated words or whole words in any order.

Good examples are the names of companies Pampers, Lukoil.

A good option would be to combine words that are similar in sound, rhythm, rhyme.

Great examples are Coca-Cola, Motorola, Chupa-Chups.

References, allusions to things well known to the layman, for example, literary or cinema characters, work wonderfully.

You are not surprised why the baby cream is called "Little Red Riding Hood", and night club- Playboy?

Try to use stereotypes of thinking.

It is unlikely that a lady will want to go to a beauty salon called "Chamomile" (a very modest, unpretentious plant), but "Royal Rose" or "Wild Orchid" is a completely different matter!

Do not give up successful abbreviations and abbreviations.

After all, there are many examples when it was in such a simple way that they were able to come up with a wonderful company name.

Among them are BMW (Bayerische Motoren Werke AG), MTS (Mobile Telephone Systems), IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) and many others.

It is worth trying to remove individual letters, words or syllables from words.

They can take on a completely different sound.

From the name of Poroshenko, the owner of the confectionery corporation, only two syllables were removed.

Now the trade mark "Roshen" is known in many countries of the world.

You can come up with a company name by going from the general to the particular or in reverse order - from the particular to the general.

Let's say that the name of the hotel is not just "Alcoves", but "Royal Alcoves", and in the second case, the travel agency is called "Columbus", "Cousteau", "Sinbad", since each of these real or fictional people is associated with travel.

You can imitate certain sounds.

A good effect is the use of contradictory phrases.

"Honest Bandit", "Black Snow" - this name of the pub will surely be remembered by many.

Attach some secret meaning, a riddle to intrigue the consumer.

The Latin word NIVEA, familiar to millions of women, means "snow-white".

Finally, the most obvious way to come up with a company name is to simply look around you.

Interior items, food, geographical objects, plants, animals, books, any household items, etc. can serve as a source of inspiration.

Everyone knows the story of how he promised to name the company “Apple” (apple) if the partners did not come up with anything better.

Bold founders of companies do not hold back their creative impulses.

The site http://fishki.net presents the most unusual company names.

So, the travel company "A go away" is officially registered with a very specific logo:

When the method is chosen and you are close to shouting "Eureka!" with joy, do not make the main mistakes.

How to come up with a name for your company and not make a mistake?

Experts identify 5 "rakes", which are most often stepped on by those who want to come up with a memorable name for the company:

wrong association.

For example, the name "Sunny" will not tell the client anything about you and you will fly out of his head in 5 seconds.

In addition, with this name you can do anything - from the production of children's toys to the production of agricultural equipment.

Don't be faceless!

And even worse, if you manage to come up with a name for a company that causes aggression, sadness, anger, or a feeling of disgust.

Even funeral parlors try to subtly avoid the subject of death.

So before you come up with a name, think about what it will say about strangers, what message it will carry;

lack of meaning or inconsistency with consumer expectations.

The shop “All for sewing” will cause rejection in the assortment of which there are only three types of threads, one hoop and 2 sets of needles for embroidery.

The same reaction will be caused by the filthy sign of the Empire Sushi store, where an ordinary herring is sold.

If you want to succeed, you will have to think carefully about such details;

title overload.

Modern man appreciates every second of his time.

He definitely doesn’t want to spend it reading abracadabra like “Samostroyinvestproektbank”, “Bath named after the 5th anniversary married life Ivanov" and the like.

The trend is the maximum simplification of names.

To tell everything about yourself in a minimum of letters - this is a real art for those who want to come up with a good company name;

not legally register the name.

No wonder you spent so much time poring over these cherished word (s)?

Any experienced lawyer can tell you a lot of fascinating stories about litigation between brands, firms, companies.

Lack of registration is a pit into which you can fall as soon as the business becomes profitable, because there will always be at the expense of someone else's success;

"Mow" under someone else's brand, taking a similar name.

Then it will be very difficult to get rid of the label of a cheap double and a thief of intellectual property.

And why?

We believe that you can come up with something of your own, original.

But what to do if no idea comes to mind?

How to come up with a company name if a creative stupor attacked?

3 ways to get creative when you need to come up with a cool business name quickly

If a worthwhile ideas no, time is running out, and you need to come up with a name for the company, we advise:

talk with relatives or colleagues on abstract topics.

As is known, best holiday- this is a change of activity, and our brain is no exception in this regard;

change jobs for a few hours.

Most likely, changing your office to a cozy coffee shop or a green park will do you good;

switch to another activity.

Try instead of fooling around with the name, dance, sing, draw, go to the gym or to the cinema for an afternoon session - and after a short time a fresh head is provided to you.

A few more points to consider when choosing a company name,

voiced in video:

3 Great Ways to Charge Your Brain Before Coming Up with a Great Company Name

If you want to come up with a really brilliant company name, psychologists recommend:

Lists of such literature and films can be easily found on thematic sites;

go on a trip.

At the same time, it is not so important whether it will be a weekend in a neighboring city, a sightseeing tour of Europe or a six-month sea cruise.

In any case, your brain will be grateful to you for unloading and fresh impressions.

What do you need before coming up with a good company name?

get out of your own comfort zone.

Skydiving, diving, a new tattoo, a crazy haircut, patronizing an orphanage, a blind date, hiking with friends in the mountains, learning a foreign language - all this will open up new facets of your life and bring fresh ideas.

The main thing is how to come up with a company name- clearly understand how you see your business and to whom your message is addressed.

Then it remains only to turn on ingenuity and creatively approach the issue.

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How to come up with a new brand and make the company name sound? Experts reveal the secret of the success of global brands and give a step-by-step algorithm for creating a name for large corporations and small firms. 9 mandatory steps that you need to take when coming up with a brand, read our article.

In this article you will read:

How to come up with a company name

A step-by-step algorithm for creating a brand

How the names of successful global companies came up

How to come up with a company name? Where to start and how to make the new name sound? I am sure that a professional copywriter who is looking for a resounding name for a huge corporation and a businessman who orders the first sign for his barbershop follow the same path of creating a brand: they try to put some semantic and emotional load into the name of their companies, the influence of which they want to extend to future customers. And despite the fact that naming is a creative process, technology is indispensable here: names taken from the ceiling are rarely successful.

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As history shows, the talent of a copywriter did not always contribute to the creation of great brands. Their names sometimes became the names of localities, the names and surnames of the founders, and even their food preferences. Not to mention the simple influence of circumstances (table). However, any exception only confirms the rule. So, the development of the name Cayenne (Porsche) took two years of work, and it was chosen from 600 other options. And if you don't have $120 million to spare, don't be like 7Up, who lost a similar amount by rebranding the unfortunate name of Lyke Cola, the first caffeine-free cola. Do better with proven technology.

9 steps to come up with a company name

1. Define your values

To come up with a good name, you need to clearly define the positioning of the company itself. What do you want to be called and associated with? Both the taxi company and, for example, Aeroflot do essentially the same thing - they sell services. And for positioning (and hence the name), the main thing is how they do it. What is important for them to convey to a potential client? For example, lightness, joy, speed or reliability and fidelity to centuries-old traditions? Are you a young, energetic, cheerful team or, on the contrary, a solid office that does everything twice as slow as the others, but does not make mistakes? It is important to understand this, to capture the spirit, the essence. And express it all in the title. At the same time, it is important that the values are not contradictory. For example, "we are stable and dynamic." Or “we are very modern and respect traditions.” You have to choose one!

2. Be different

Practice shows that many, including business owners, simply do not realize their differences and do not know how. However, no two companies are the same. Differentiate or die, says Jack Trout. And this means that if the differences are not obvious, they must be invented, emphasized, including with the help of the name, and thus gain competitive advantages. And vice versa, from the uniqueness (of goods, services, service) a completely unusual name can be born.

But if someone seeks the uniqueness of the name at any cost, then, on the contrary, it makes sense for someone to use the fragrance of a promoted brand. This helps to immediately get into a certain product line. A vivid example: the letter I at the beginning of the name makes it clear that we have a fashionable technological gadget.

A unique name is important for search promotion

Evgeny Kostin,

Head of Sales Department SeoPult Systems

When coming up with a name, keep in mind that search promotion awaits you in the future, and competing in search with the company of the same name is an extremely thankless task. If there is already a brand on the market that is in tune with you, and it is successful, you will lose huge traffic. In our practice, we came across the fact that SeoPult users had similar project names. The competition in the search was won by the one who paid maximum attention to website optimization. It is better to avoid such situations - be unique.

3. Determine the direction of the main blow

Such an important communication as the name should be directed to the core of the target audience of customers. For example, transport company works with both individuals and legal entities. Each of these categories has different values and different communications. And the name needs to be associated either with speed and reliability, which is more important for b2b("Arrow"), or with service and reasonable prices ("Stagecoach"), which is more important for b2c.

Positioning must not be blurred! For example, Aeroflot transports both people and cargo, but does not say anything about cargo in its communications. And Toyota is engaged in a wide variety of activities, even planting trees on the roofs of skyscrapers, but in their communications they focus only on cars.

Another possible mistake is when the name clearly contradicts the values of the category. If this is the case, then it causes at least a decrease in the number of orders, as a maximum - negative associations and questions. I will give an example of a car named after historical personality- "Ivan Kalita".

The title should be clear to the audience. The target audience and its preferences need to be studied, and yet it is not necessary to follow their lead. It is enough to understand who and how to influence. Sometimes this is a narrow audience, sometimes it can be determined by socio-demographic characteristics, and sometimes social demographics will not help. Because only functional things play a role. So, in the b2b market, it doesn’t matter if the target audience is men or women, how old they are, their preferences in food and clothing also do not play any role. It is important that they have professional tasks, needs, problems that they need help to solve.

4. Place accents - information or emotions

Is it difficult to come up with a brand name? Yes and no. On the one hand, many names have already been registered, taken. And it's not easy to come up with a new protectable (one can secure) name that exactly matches the positioning of a company or a non-original product. Therefore, most often it turns out to be sufficient if it simply does not contradict it. Such a name may not express anything special. But if you put it in the right context, namely next to the words, for example, "transport company" or "translation system", it will play. This is quite acceptable, and moreover, in most cases, this option is the only possible one.

To convey additional characteristics (indicate both what we do and how), an additional word is required. So, the name of the transport company “Arnok LLC” does not say anything to potential customers. And the name "ANP" Cargo "(cult of cargo, or cargo-cult - worship of the cargo) indicates that the company carries out cargo transportation. And if it sounds like “Garant Transport Company”, then it is important for it to declare its reliability. But it is impossible not to take into account that the name rarely sounds on its own, because it is located either on the facade, next to the shop window, in advertising, or in the context of someone else's story. Therefore, sometimes descriptive words are redundant. And if in the title we focus on the fact that this is a transport company, then perhaps we are distracting a person from what it is.

What needs and what does not need to be expressed using a name also depends on many nuances. In particular, on what kind of communication will be the main one. If there is only a name in the communication, it is simply necessary to indicate what the company does. But in the b2b market, this is not so important, because the partner here is chosen not by name, for a long time and from a not very large number of alternatives. Here the name can be quite conditional, abbreviated, made up of parts of other words that do not say anything to the consumer.

The company "Nerudgroup", "Mini-concrete plants of the company MEKA", the company INRI, "Engeocom" - the names seem to be about nothing, but this does not prevent their promotion on the market. Simply because other laws apply in this segment. But a person chooses a taxi according to random parameters, and not as a result of a careful comparison of characteristics and negotiations. And if a potential client sees the name and phone number, but does not understand that it is a taxi, then there is a high probability that he will not become a client at all. That is, you can call yourself "Taxi No. 1", "Taxi SMS", "Winged Taxi" - and the consumer of the service will understand everything from the name. But it’s hard to guess that the Top-transfer company also transports passengers.

When naming products, especially when they are first introduced to the market, it is extremely important to put in the name an image that will evoke positive emotions and give consumers confidence. good example here may be the naming of milk. Because it is difficult to give milk technological differences: an industrial product with the same production technology, very different from those used by real grandmothers in a real Russian outback. But the milk "House in the Village" is more expensive than many competitors. And it’s not at all because the manufacturer adds something good to it or, on the contrary, subtly cleanses it of the bad. Just a house in the village is a strong image that evokes a lot of positive emotions in a city dweller associated with childhood and summer. These images are reinforced by advertising campaigns - and here is the result: people are willing to pay for emotions.

5. Decide on the language - Latin or Cyrillic

It is worth choosing a foreign name or Latin if the company operates in several markets where there is no Cyrillic alphabet, or it has a large number of foreign partners. There are companies with far-reaching plans that start working on Russian market, but in ten to twenty years they plan to enter the international level.

Sometimes Latin is necessary for other reasons. It is no coincidence that the name of the 2bio dairy product line uses English language. This is a sign of innovation, high technology. This formula-like name creates a westernized image for the brand. But the Russian letters in the name of a technological product would destroy this image. Simply because the Russian language is not yet associated with high technology.

Additional Information

If the name doesn't come to mind

Can't think of a company name? Try to go from the opposite: first develop down to the smallest detail form style, consider, among other things, on what media the company logo will be placed. For example, in a Japanese cafe, this may be paper bag for chopsticks and a square plate. The carrier itself will tell you which logo will look advantageous on it.

Latin is often necessary precisely to create an image. For example, people choose cafes not on a geographical basis and not even on the basis of cuisine. It is much more important to know whether it will be good, pleasant, comfortable there. That is, the atmosphere that develops, including from the name, is important. His task is to suggest what you can expect from the institution. If a cafe with Italian cuisine opens, so that it seems as authentic as possible, it is given an Italian name and written in Latin.

6. Brevity and verbosity

All titles work in one way or another. At least the name is an identifier, a difference from others. When it expresses category values, it usually ranks alongside competitor names. And this is normal and in most cases acceptable. (“Gardens of the Pridonya”, “Favorite Garden” express the values of the category - naturalness, taste. But the name of the juice “I” speaks of something else - selfish pleasure - and therefore stands out.) But you can get more from the name. We have already covered everything related to clarifying our positioning.

80% of information a person receives through vision. And advertising communications are more visual than auditory. The right choice of letters or a successful abbreviation increase recognition: if the name is short, then the company logo on the same area can be made larger, and this is guaranteed to increase attention to the brand. Compare the Sony and Panasonic logos. On the area purchased behind the football goal, you can place either the full name of one brand, or only part of the letters of another. When a match is broadcast to the whole world, it matters. Accordingly, if the name is long, you have to reduce the logo.

There are exceptions, but they are rare. One of them - Bosco di ciliegi (translated from Italian - "Cherry Forest") - belongs to a Russian company. The name immediately (including with the help of a special spelling) positioned the brand as foreign (it’s hard to read it the first time!). The bet is made on the buyer's train of thought: since it is written in small, confusing and incomprehensible language, it means that the company is foreign. When supposedly foreign brands are designed, sometimes a moment of confusion is deliberately introduced with a name that is not clear how to read, how to translate and where to put the stress. And it works!

7. Comfortable and beautiful

In most cases, the requirements for naming are laid down so that the name can be easily read, it must be clearly pronounced and well perceived by ear. There is also such an unobvious criterion as a harmonious silhouette, when a word can be written beautifully. This is especially important in Cyrillic: we have a lot of complex letters - Щ, Ж, Ы. In the logo they can be interestingly beaten (“Kommersant”, “Settlement “Y”, “Yo-mobile”, shoe store “Zh” and chain of stores “ХЦ”), with their help you can make very unusual, simply unique logos, but in In some cases, they can be very annoying.

8. Evaluate the invented company name

In working on the name, as well as in working on positioning, the most difficult thing is to look at the result of the experiment from the outside. If the goal is to get a predictable result, you need to test the name on a focus group. But if we are making a revolutionary product, changing something radically, then the focus group can only comment on the developments and give an additional series of associations. But the conservatism of the average opinion of the group will definitely interfere with the adoption of a revolutionary decision.

9. Final stage

When the circle narrows down to 10-20 suitable names, they are checked against the FIPS database ( Federal Institute industrial property). Non-patented go to the last round of discussion.

It happens that the name is good, but it is taken. Then you can try to change it. Or try to buy it from the previous owner, who may no longer need it. It happens that the word is registered, but the registration period is coming to an end. Then you should just wait.

Usually, professionals - patent attorneys - help to deal with all issues related to registration. But which classes to choose for registration is a creative work. Here it is important to remember the company's development strategy, plans and possible prospects. The name, of course, can be registered for all classes, but this is rarely done.

The exception was the Russian developer Mirax Group, which in 2007 registered the Mirax trademark with Rospatent for all 45 classes of goods and services until 2017. The reason is an attempt to secure their brand: by that time, about 20 Miraxes that were not affiliated with the corporation had been identified on the territory of the Russian Federation. However, the efforts were in vain: three years later, Mirax Group was deprived of registration for unused classes, and in March 2011, the board of directors of the corporation decided to close the Mirax brand itself.

Now only the son of the head of the company, the eccentric Sergei Polonsky, has the right to bear this name: he was also named Mirax in honor of his father's business.

Registration of a trademark for all classes is rather characteristic of large retailers, and they do this, as they say, for growth, that is, with an eye to further expansion of activities (to produce goods under their own brands). But in most ordinary cases, this measure is redundant. For example, a company that produces teapots registers its name under the class “Dishes” (they have production) and under the class “Trade” (for their own retail). They don't seem to need anything else. But if the company intends to open a cafe with tea and cakes at the store, it is better for them to think about it in advance and register their name also in the category “Public catering”.

How many bad company names have you seen in your lifetime? Even if you do not take all sorts of long abbreviations that were popular before, such as "TransStroyKomBizTrendTech" and the like. Are you yourself afraid that the name of your future company will become a serious snag. After all, he always wants to stand out not only in quality and quantity, but also in his approach and details. So that whoever sees the sign will forever remember that there is such a cool company ...

Especially for those who ask in advance about the name of the company, and for everyone else who just wants to get a little more enlightened in matters of organizing a business, we analyze the features of company naming. And the main thing here will be - not the creative component, but the rules that you must not forget about when you arrange a brainstorm in search of the perfect name.

Note: if you do not know the rules of names, then you can run into a banal refusal to register a company. So let's arm ourselves with knowledge and move forward.

Features of the names and the English version

First thing to know - when registering an LLC, you will need to indicate the full name on Russian, in which will naturally enter "a society with limited liability."
Second - English words are allowed. But! They must be written in Russian letters. That Yes, in which case, please contact transcription rules and let's keep creating.
Third - cannot be crossed stir in one name and Russians and English words. That there is either one or- second.
fourth - it is forbidden to insert foreign characters, and also foreign words, which, by essentially, are terms with designation of any type of property.

Additionally: the abbreviated name will also be reflected in the Charter of your company (if it can be at all). The rules are the same.

Primitive example: full name: Limited Liability Company "Land Trolley". Short name in the Articles of Association: ZV LLC.

After all, everyone knows that the “paper” clerical language of documents that you will encounter almost daily is very dry and does not strive for brevity. For example, in official documents you will write the full name of your "corporation". No matter how much you want to cut.

And internal correspondence can be contained with the help of a short name.

Note: if your Napoleonic plans for business development include entering the international level, immediately make sure that both versions of the name are in a foreign language. And here you will need to use translation, which is used in practice much more often than transcription:

Limited liability company "earthen trolley"

Note: here we have given an example with a literal translation. But, for example, the transfer of the form of ownership (“LLC”) can be denoted in another way.

What can not be done in the process of naming a company

Enter characters like "@", "+" and so on.
It is forbidden to assign name the word "VIP", the abbreviation "Ltd". Incidentally, Ltd.- and there is "OOO" in its sense.
Cannot be inserted into name such words as "Russia", "Moscow", "Russian Federation" (and respectively "RF"). Note: There are some exceptions to this prohibition, but at a minimum, they will require agreement with government administration and stamp duty only use will not less than 10 thousand rubles.
Not that to be forbidden, but extremely not welcome without agreement appropriate department to insert the names of cities or other subjects of our country. If consistency is not will be in you can expect a summons at any time city hall court.
Names that go against social norms. This and about ethics and about the moral side, and about humanity...
Math is prohibited. Just like slang and jargon.
Not it will be possible to use the names of organizations international level and any public associations.
Naturally, if a brand or trademark is patented, then you have no chance to take it title. Otherwise - agenda again court.

Almost everything else is possible, so the field for creativity and creativity is in front of you. In fact, many firms are moving away from the stingy dullness in the names and, without violating anything, use the rights in naming very cheerfully.

Example: Big Good Anaconda LLC, which maintains its own bar in Kazan (a bar under a different name). Or here is another bar that has grown into a huge network (you can find the name yourself), which is managed by Otzhigay i Zhgi LLC. it real examples. And, as you can see, if you are in business, you don’t have to do it with a sour face.

How to come up with your own name. Little hints.

If there is no friendship with fantasy at all, then you have a few tips from which areas of your life you can get ideas for naming:

Names of loved ones. What's wrong with shop "Tanya", which is named by an adult uncle businessman in honor of his daughter. If you want to boost your self-esteem a little, you can call and in honor yourself. Although, if you then decide to sell the company, then you'll have to find someone who doesn't care, and then not everyone might like this choice.
Direction of activity. Do you sell dried bear meat? Name the company - Dry bear. Do you want to make repairs? "Repair" - a great name for LLC, you can still add something to highlight. Type "Repair of Trolleys", "Life and Repair "... But not overdo it. Still, work with imposes certain restrictions on people. Let the potential buyer better immediately guess that he at can acquire you than looks at you suspiciously title.
If you can't handle creative naming challenge, try asking those around you. Most likely, each will offer several interesting options. AT in the end, start sorting out everything that you see around. Let it take not one hour, but you this name to live and work.

The best title- one that simultaneously possesses the qualities of capacity, conciseness and a little bit of a creative spirit. And, if it is assumed that direct customers will directly encounter this name, then it is better to add an indication of activity and a pinch of unusualness to it so that a person can remember it immediately and forever, but does not shy away in confusion.

Therefore, first you need to understand who will be your target audience. If these are exclusively people of the old school, then you shouldn’t be especially humorous. The humor in the title can also play a very cruel joke. If the taxi company is called "Accident", or "Brakes" ... well, once it's funny, and then you won't get many customers.

Examples of names by field of activity

You need to understand that each niche has its own client expectations, as well as the audience itself.

So, for example, if we are talking about construction of houses, people are accustomed to seeing more seriousness and respectability, which many are associated with reliability. And if you call the company "SekundaStroy", or somehow "Shalyai-Valyay", then your competitors will only rejoice. Therefore, most often construction industry, there are more and more "megacities", "stroybyty", "uyutstroy" and etc.
Travel business involves attracting a client already on dating stage. Therefore, the names promising him rest and delight, will already be working on you. "Beach", "Sea Lagoon", "Palms and Sun" - than not names? Sounds much more attractive than "Titanic" or "Berezhka on the river."
If you plan to engage in transport or transportation, so designate in company name what will talk about strengths of the firm - speed, convenience, reliability, access everywhere. So, for example, the hackneyed name "Fast and the Furious" and then better than Racing carts", although originality second breaks records.
The furniture business is also rich in available name options, but very many are not bother themselves a lot. Therefore, on every corner you can meet the "World of something" (doors, sofas, windows, walls and etc.). Of course, I want to show the vastness of the choice in your company, but use less traveled roads. The context of creating a cozy atmosphere here is the best fit, because we are talking about home.
Law firms are required by the name to bring confidence to the consumer. to them and this is how clients come personal problems. Therefore, there will be no more humor here. quite appropriate. " legal assistance», « Good advice» - give the client hope that he will get the desired result if you to apply.
That the same applies to private medical institutions. Not make flashy names, here it is important for a person to feel calm. Therefore, actually names such as "Family Health" are used. But not be deceived. Clinic "Your health!" will arouse suspicion, because the name is more like a toast on booze.

General advice - do not focus only on yourself when coming up with a name for a company that will sell a product or service to another person. It is important that the audience has an emotional response, and not just you.

Outcome

We figured out what rules exist in the naming of companies, what should not be used as part of the names and thought about what you can pay attention to if the task is to name a company in a particular area. The last advice that can be given in this, in many ways, creative business - if you find it difficult to do it yourself, contact another person. Fortunately, both creative agencies and creative freelancers are now enough. But in general, such a procedure is not so complicated as to pay for it. Another thing is if you need to create an entire style or brand.

A legal entity can be called anything, although it is common to use derivatives of the market name, such as an abbreviation or abbreviation. But the official, paper, legal, and working trade name known to customers may well differ. This happens if the company, for example, changed its line of business. Or if a company with that name is already registered in the Unified State Register of Legal Entities (EGRLE). In the case of an individual entrepreneur, it is absolutely natural to work under a separate name, since the legal entity is called by the name, surname and patronymic of its creator.

Naming is easy

For a guaranteed good result, it is better to immediately find naming specialists (name development) with a successful reputation and order a service from them. The process is likely to take a long time and cost a lot of money. Most often, agencies begin their work with research and analysis of the company's market, its target audience. The title is then developed, checked for originality, and finally a focus group test is conducted. To the time that this laborious process takes, the stage of agreeing the final version with the customer should be added. The price of naming varies greatly depending on the region, the terms required by the client, and the reputation of the agency. If you have little money, you can use the services of freelancers, taking into account that this is not only cheaper, but also more risky than working with agencies. In the event that there is absolutely no time, money or desire to entrust such an important work to outsiders, it remains to come up with a name on your own.

There are many stories of the birth of a successful company name during kitchen gatherings with friends or when the founders chose a word at random. Recall at least Apple or more recent Russian example Slon.ru website. But also more stories about creating vague and unfortunate names in the same ways. Often it is a matter of good taste, creativity, combined with a sense of proportion.

Every decade brings with it a fashion for a certain style of company names. Today it is considered cool to come up with your own sonorous and memorable word. But not everyone thinks this is a good idea. "AT Russian business at the moment there is a certain confusion with the names, - believes CEO PR agency W-communications Elena Pilkova. - In the process of searching for business partners, you have to spend time trying to understand what exactly this or that company does. It can be seen that companies founded in the 1990s often have names formed from the names of the owners or foreign borrowings. The trend of the 2000s is an attempt to include the scope of their activities in the name. Now we are witnessing the following phenomenon: in an attempt to stand out from the rest, companies come up with absurd and defying any logical explanation for themselves names, such as, for example, the trading and intermediary firm "Long Hands" or "Fu and Fa". The name of a company is the first thing its clients and partners encounter. A good name allows a company to stand out from its competitors. Moreover, you can safely call it an element of the image. it business card from which you can get an idea of the scope of its activities. Therefore, the name should reflect or at least hint at what the company does, what services it provides.”

After determining the options that seem to be the most successful, it is worth testing them on friends and acquaintances. They will be required to evaluate how pleasant the name is at the stylistic, phonetic, visual levels. This is especially important if the invented word has no meaning, because then the entire burden of perception falls solely on its euphony and spelling. A title that is difficult to read or pronounce, as well as one that is too long and overloaded, will not be remembered, and perhaps even read to the end.

We must not forget about the technical aspects. It is better to immediately google whether there are companies with the same names, in what areas they operate, and whether it is possible to create a website under a fictitious name. Ideally, the name should be completely clean. The fewer pages the search engine finds that mention a given name, the better. In particular, it will facilitate the promotion of the company's website in search engines.

What does the registrar of trade names pay attention to?

As much as one would like to, the name of the company should not imply or even hint that the organization is a state one. That is, names that use the words "parliamentary", "prime minister", "legislative", etc., are likely to be rejected during registration.
You can not use the name for the company if its meaning will distort the actual position and activities of the organization.
It is forbidden to use obscene language or such words and expressions that will imply that the organization offers obscene, scandalous or immoral services or goods.
Use in the title words such as "Russia", " Russian Federation”, the word “federal” and the words and phrases formed on their basis are possible only with the permission of a special government commission. The use of the word "Moscow" and the words and phrases formed on its basis, as well as the names of the districts of the city of Moscow and the words and phrases formed on their basis in the name legal entity is possible only upon receipt of permission from the interdepartmental commission of the Moscow government for issuing permits for the right to use the state symbols of the city of Moscow.

What do customers pay attention to

Usually the name speaks about the activities of the company, for example, Mobile Telesystems or Russian Post. This helps the consumer to immediately identify the occupation, but sounds unoriginal. This naming model is the most common, so if the competition in the chosen business area is strong, it is better to come up with something that distinguishes the company from the crowd of colleagues. If the demand is so great that there is still enough space for everyone, it is better to immediately announce the proposed product.
It would be nice to reflect the beneficial features of the company in the name. You can emphasize those characteristics that are of value to the consumer. It is here that the results of the analysis of the company and the target audience will be needed. "Leadership", "reliability", "speed", "professionalism" are words that can be used in the formation of the name. For example, "Fast transportation", "Instant credit", etc.
Sometimes it is helpful to highlight the geographic origin of a company or product. For example, in the case of mineral water ("Essentuki", "Narzan", "Alushta") or wine, this is only good. However, the use of the name of a city, region or other territory can significantly hinder the firm if it wants to expand its activities and increase sales. For example, in Moscow, the Obninskiy Svet electrical goods store is unlikely to be a success. However, by the time of expansion, rebranding can be done.
The name should be unambiguous or have only positive connotations. If a large-scale business development is planned or cooperation with foreign partners is already underway, it is worth checking the adequacy of the word in other languages in order to avoid possible oddities when a name that sounds great in Russian carries a humorous or even indecent connotation in the language of another country. For example, the now popular Korean noodles "Doshirak" were called "Doshirak" on the Russian market before the renaming (the letter Ш does not exist in Korean).
The name may not make sense at all. For example, if it is composed by a combination of words, their parts or initial letters different words, names and surnames. The advantage of such a name for the company is that the resulting word will not have a dictionary meaning and therefore can be applied in any business area. It will also have no restrictions in contexts and will be pronounced the same in any language. Finally, it will be an absolutely unique name, which will be an absolute advantage. Google and Yandex are examples of the successful use of this method.
Calling a company by its own name or surname is risky, but possible. It should be taken into account that in this case the reputation of a businessman works for the company, and the reputation of the company, respectively, for its owner. This can have both positive and negative consequences. For example, it may be difficult to sell a business. Although there are successful examples of names created by this method on the Russian market - Art. Lebedev Studio, Kaspersky Lab, Dymov, Tinkoff, etc.

The question of creating a name for something at first glance seems quite simple. Well, I thought up, it would seem, the name and that's it. However, not everything is so simple in reality. Coming up with names or, in other words, naming (from the English “name” - name) is a real art. Moreover, this process is distinguished by its peculiarities and complexities. There are even naming laws that must be observed when creating a name. The material presented is devoted to all this. And to begin with, it is worth saying a few words about the naming itself.

The term "naming" itself first appeared in late XIX century and its appearance is associated with the beginning of intensified economic competition and the struggle for a buyer around the world. For many decades, experienced marketers and other specialists have studied this issue, and today quite a large amount of literature has been written on this topic. And the process of developing names and brands today is a completely independent direction, in the field of which many specialists work.

Of course, this is primarily due to the fact that the market is full of all kinds of goods and all of them need to be given names. In addition, a good, sonorous and unique name is an essential attribute and sign of any successful company that has a direct impact on attracting consumers and customers, creating a positive attitude and increasing profits. And in order to come up with a good name for a product or organization, you need to spend a lot of time and go through a lot of all kinds of options.

When starting the process of developing and creating a name, one should always consider distinctive features and the benefits of the organization or product, as well as take into account what you are actually creating the name for. For example, if you are developing a name for a unique product, then you need to focus on the priorities and needs of your target audience. Taking into account all these features will make naming easier and come up with a truly effective name that can become a real successful brand.

It doesn’t matter if you are an expert or a first-timer, in any case, you must adhere to a few basic naming rules.

First rule

The title must always be unique. By using pre-existing names, you have very little chance of standing out from the competition (and just other names) and will not be able to create any association with people related to your product or organization.

Second rule

The name is remembered when it a short and sonorous. Any person (you can check for yourself) is more likely to remember a short and catchy name than some long and viscous phrase. If avoiding a long name is unavoidable, you can resort to the abbreviation method. It is also important that the name is easy to pronounce - avoid complex letter and sound combinations.

Third rule

Any effective name must have positive emotional coloration. Try to come up with such a name, saying which, first of all, you yourself will feel positive emotions, warmth and positive. When pronouncing the name, a person should also not have unpleasant associations. And one more thing: be careful that the new name does not include prohibited terms and expressions, and does not reflect affiliation to government organizations (unless, of course, this is the case).

Fourth rule

If you are focused on entering the international market and know that your name will definitely appear in other countries, then you need to come up with universal title, which, firstly, will sound on foreign languages the same as in Russian and secondly, will not have any unfavorable translation.

Fifth Rule

It would be nice if your name was reflect essence what you are naming. Firstly, it will tell about the features of your organization or product, and secondly, thanks to this, people will create a direct association between what you offer, what they need and your name. And if, for example, you create a domain name, then you can apply an SEO effect to it, i.e. prescribe the main keywords in the domain name.

In addition to following the above rules when creating a new name, you should also know that the process of creating a name consists of several stages. If you follow them, it will greatly speed up and simplify the whole process.

The first stage is goal setting. At this stage, it is necessary to analyze the audience for which the new name is intended, to study its features, values and needs (informational, physiological, aesthetic, combined). Based on this, you will need to select new names that will be associated with the satisfaction of the desired needs of people.
The second stage is the development of the name. This stage involves the creation of several working versions of the name. As soon as they are ready, it is necessary to carry out their phonetic and semantic analysis, which will take into account all the subtleties of these issues and exclude the maximum number of inappropriate options. Experts are of the opinion that at this stage it is collective creativity that gives the best results.
The third stage is the evaluation and approval of the name. The third stage is the final one. An objective assessment of the chosen name (or several options) should be carried out here. Evaluation should be made according to several criteria: the perception of the name (or several variants) by the consumer, the correspondence of this name to its status and the novelty of the name. After the assessment is made, the name is selected, approved and registered (if required to be recorded officially).

And in order to make the naming process even easier, below are some effective prerequisites, based on which you can start creating a new name.

First Name Last Name product creator or organization founder/company founder. This option is popular among many entrepreneurs and businessmen. Examples: "Davidoff", "Kira Plastinina", "Heinz", "Procter & Gamble", etc.
Legal terms reflecting the characteristics of the company. Most often, these are abbreviations from such words as Corporation (Corp.), Incorporated (Inc.), Limited (Ltd.). They are placed after the title. Examples: UGC Corp., Rayter Inc., Grand Capital Ltd. and etc.
Geographic features, which are often used in the names of various organizations and display the part of the world, country or city of origin. Examples: Air Asia, Australian Partnership, Bangkok Bank, etc.
Description of activity companies are also often displayed in the title. The undeniable advantage here is that a person immediately understands what company or product he is dealing with. Examples: "Apple Computers", "SurgutNefteGaz" (two prerequisites at once), "International Trading Company", etc.
Word combinations often found in many names. For example, you can encrypt the name of the founder of the company, the ingredients contained in the product, or the focus of the organization. Examples: "Adidas" (Adolf Dasler), "Bananas" (banana and pineapple), "4You" (For you), etc.
Selection of rhyme and rhythm allows any name to be sonorous and quickly become memorable. Examples: "Chupa-Chups", "Coca-Cola", "Fifty-Fifty", etc.
Creating Associations is one of the most popular ways to give names to various companies and products. Saying the name of a brand, for example, a person involuntarily creates an association conceived by the manufacturer, and vice versa. Examples: « Red Bull”, “Jaguar”, “Matrix”, “Old Miller”, “House in the Village”, etc.
secret meaning, present in the title, always arouses genuine interest and a desire to learn more. There are quite a lot of such names, but we don’t even think about them. Examples: "Daewoo" (translated from Korean - " Big Universe”), “Nivea” (translated from Latin - “Snow White”), but the unfortunate abbreviation of the American Nihilist Association (The American Nihilist Underground Society) - “ANUS”. Is there a secret meaning in this name? J
Oxymoron(a combination of opposite words) is often used by successful marketers to create unusual, but very sonorous and memorable names. Examples: "Slim Puff", "True Lies", "Shop for Little Adults", etc.
Metonymy(use of adjacent associations) - often found in recent times a way to create interesting and unusual names. Examples: "World of Fashion", "Planet Sushi", "Burger King", etc.

If desired, using imagination and creativity, you can come up with more than one interesting way effective naming. It is only important to remember that the process of creating any name should be approached with all seriousness. Although, one cannot ignore the fact that sometimes the best names lie, so to speak, on the surface. For example, Adobe was named after the river that ran behind John Warnock's house; "Apple" is an apple - the favorite fruit of Steve Jobs; "Google" is derived from the word "googol" (a number followed by 100 zeros); "Hitachi" means "Dawn" in Japanese; "Subaru" is the constellation Subaru depicted on the logo. There are many examples. Therefore, look around you - perhaps the name you need is already near you and just waiting for you to find it.

What are some ways to come up with names? Do you have any examples of cool names that you or people you know have come up with? We will be glad to any comments and additions. BUT You can find out interesting information about many global brands.