7 steps to a good company name
When I came up with 9rules back in 2003, the only other company that I was aware of that used a number to start off their company name was 37signals. I am sure there were more, but at that time on the web they were the only ones I could think of and therefore I didn’t see any issues with using a number for my company. If I were to start all over today I would think twice about using a number simply because there are so many sites and companies out there that employ this naming scheme.
So what are the criteria for coming up with a godo company name? Well the list is short and sweet, but that doesn’t make the process any easier. So many names have been taken up that now you are either starting to see some recycled goodies or names that come from words that don’t even exist.
In his book The Brand Gap, Marty Neumeier has come up with a wonderful list of seven characteristics that you should consider while coming up with your company name. Here they are along with my own thoughts.
- Distinct. Is it unique and does it help you stand out from the crowded field that you are more than likely entering?
- Short and sweet (aka brevity). Can people get it out without having to take a breath in between words? The longer the name, the more likely people will come up with an abbreviation that probably won’t make sense to the person they are talking to. Does anyone even care what IBM, GE, or GM even stand for anymore?
- Is it appropriate? This one is a bit more flexible because unique names are rarely ever appropriate. Yahoo and Google don’t signify what the companies really do, but Bob’s Plumbing should be a plumbing business and not a pizza delivery service.
- Easy. Can you say the name easily? Can you spell it easily? It’s hard enough getting people to talk about your company so don’t make it even less enticing by calling yourself Xzving.
- Popular. Are people going to like the name? I like saying Yahoo and Google. They are fun names and that already leads to a favorable impression.
- Extendability. Can the name be used for multiple purposes. This is the beauty behind 9rules. You can come up with your own set of 9rules if you wish or simply 9 types of anything.
- Protectability. You probably don’t want to go with a name like Apple today because it’s nice to be able to trademark your name. It’s also nice if the name is actually available on the web to use.
So if you can’t afford to buy a 3-4 letter domain like everyone else seems to be doing, I suggest you follow these guidelines when thinking of the next great thing you are creating. Don’t let a bad name put you back 10 paces before the race even begins. A lesson that Pajamas Media definitely learned with their original name of Open Source Media.
UPDATE: Great. Today Jon Udell linked us up in his entry about 9cays. Of all the numbers they chose…
You might also want to mention researching your name and others in the industry/potential industry - Apple are going through a potential £10 million lawsuit because they have encroached on the same industry as Apple records, (the Beatles record label) and are being sued as a result.
By Ben on March 28, 2006 7:56 am
1 - 5: adjectives
6-7: nouns
6: Extensible
7: Defensible
By hmmm on March 28, 2006 10:39 am
2advanced was well known name in Flash business long before 9rules or 37signals appeared.
By algimantas on March 28, 2006 12:22 pm
Ah, a great example indeed. I need to go check their site out again as I do my bi-annual stroll through Flash land.
By Scrivs on March 28, 2006 12:24 pm
The [0-9]+[a-zA-Z]* format seems to be really popular now that I think about it.
I’m having a bit of trouble evaluating my domain name - mtsix.com. The part I worry about is the “4. Easy” part. I’m looking at it from a biased perspective, but would it be easy to remember for someone who hasn’t seen it before? (mtsix represents something if you say it out loud.)
By Oliver Zheng on March 28, 2006 1:43 pm
Great suggestions on picking a name. Sometimes it feels like choosing a name takes longer, and is harder than writing all the code. I’ll make sure to keep this advice in mind.
By The Gimp on March 28, 2006 3:58 pm
Oliver: It’s just not obvious, and thus goes over most people’s heads.
By Christian Montoya on March 28, 2006 10:47 pm
What does 9rules mean?
By praetorian on March 28, 2006 11:13 pm
Originally I came up with an actual list of 9rules and that’s where the name came from.
By Scrivs on March 29, 2006 3:46 am
Great write up. I am going through a name choice project that is driving me up the wall. Problem is, I can’t move forward with the business until I resolve the name.
By j. brotherlove on March 29, 2006 4:30 pm
One of my companies is called @1, yes original but impossible for databases and search engines to find. It does stick in peoples minds but when telling someone, over the phone, my email address it is really difficult, to many @s. The web address has to be http://www.at1.uk.com.
The second company I own is called wheredidyoubuythat.com again it sticks in peoples minds.
Both names are appropriate to the businesses they represent @1 being an integrated marketing company and wheredidyoubuythat.com being a global luxury homewares website selling unusual designer products - hence where did you buy that?
Problems - @1 comes first in listings only if @ can be used and wheredidyoubuythat.com comes last.
Hey, and we are a marketing agency that does this sort of thing for a living. If it is unique then it will be remembered but hardly ever searched for on Google etc.
Now the Beatles (Apple Corp) company has taken Apple (Mac) to court. You can’t win ‘em all.
By Di Overton on March 29, 2006 6:50 pm
Not bad ;)
By Ivan Minic on March 31, 2006 2:58 am
I think the folks at Gawker have done an amazing job with this. Short, memorable names that fit the theme of each of their blog/channel things like a glove.
By farlane on April 2, 2006 8:23 am