Branding is more than a logo. But before we can even get to a logo, messaging and strategy has to be created. You need a framework, clarity and are overwhelmed by the options. In this article, we share 5 steps to simplify the process so you can walk away with a brand name you’re confident in using.

(Pro tip: Looking for an expert to guide you through the process? Our team would love to help.)

1. What are you trying to communicate?

A name is more than a name. As a company it should link to your core values, mission, and vision. If you’re going to use your first and last name as a business owner, have a good reason why.

Ask yourself:

-What are my core values?
– What is our mission and vision?
– Who are our competitors (both regionally and nationally)?
– What is the unique selling proposition of my company?
– What are the nonnegotiables for our business?
– How are the core values currently expressed in our daily operations?

2. Make a list.

Once you know where you’re headed, begin by listing and brainstorming 50 names for your business. It helps me to set a timer for 30 minutes to keep things moving and not get stuck overthinking. While this list seems exhaustive, there’s something, dare I say magical, in a list of 50. With a list of 5 options, you are only looking at ideas that you’ve already considered. A list of 20 is a stretch but hasn’t forced you into thinking creatively. Once your brainstorming list is past 25, magic happens. You embrace new ideas and are tapping into out of the box creative thinking.

Time’s up!
Now that you’ve brainstormed 50 options, it’s time to narrow down the list. Pick your top five choices.

To help make the best choice. Ask yourself:

-Does this name embody the customer experience and message of my business?
-Could I explain the why behind this name in 30 seconds or less? (your elevator pitch)
– How does this name tell my brand story?

3. Look at the sources.

You might have 5 incredible options on your list right now. I’m sure there’s even a few that you love and one that you would be confident to move forward with today. However, we need to make sure it passes a few tests before we make it official. In this step, you’ll review social media handle, domain and trademark availability? We also want to make sure it is memorable to your customer.  How will this name work on social media platforms and in a variety of applications? Is it easy to say or understand? Put your five options through this process and narrow down your choices.

Ask yourself:

– Do have any direct competition with similar names?
– Is this domain name available?
– Is the handle available on social media platforms?
– The memorability test. Ask 10 potential customers their thoughts on the name. Can they restate it to you? Do they all pronounce it the same or ask for it differently? Do they ask how to spell it or naturally shorten the name in conversation? While this could be friends or family, the goal within this test is to receive clear feedback and iterate accordingly.

4. Time to make it official. 

You’ve done the work and have discovered a brand name that works with your business. Congrats you’re over halfway there. Now it’s time to make it official. When it comes to naming a business and having it be a protected entity there’s a lot that has to be done to protect it going forward. While this list isn’t exhaustive and I’m not a lawyer, these are our top recommendations as far as next steps go. (Remember purchasing a domain name and securing a social media handle does not mean you own the business name unless you’ve completed additional steps.)

1. Establish an LLC, S-Corp or DBA.
   Depending on the level of liability protection you need and how much revenue you’re planning on making this protects you and makes sure that no one else within your county can hold the same business name. If you opt to not establish an LLC but rather a DBA, you will need to also file a Fictitious Name Statement with your county and pay for a press release. (This process varies based on state.)
2. File trademarks working with a trademark lawyer.
   We recommend completing this process no later than 1-2 years in business or as soon as your business reaches 6 figures in revenue.

5. Secure it online.

Once you’ve made your name legal, go ahead and secure your name on social media profiles. I recommend securing your handle on all social media platforms, even if you won’t be using them often. This way you have them and no one else can use them. Purchase your domain and get to work building your accounts!

Need additional help? Let’s chat.

P.S. Curious about the story behind our brand name, 3816 Creative? Watch the Reel here.