- full self-realization
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- Location: Tilburg, the Netherlands
If you have a good sounding name that can reflect your business, you have good reason to use the name, especially when you are going to remain the main person in the business (rather than a team or larger organization).
My own name is a horrible brand name so I went for something to reflect the purpose of my designs.
I was especially looking to imbue character, soul, into product design so named the business Designsoul.
It also works as an umbrella term for smaller labels or initiatives - Designspark, Designsole (shoes), Designscribble (blog), Designsponge, Designsoup etc.
I am looking for a new name though to reflect something more concrete, more powerful and less lofty sounding, something in the line of
- step two
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- Joined: October 30th, 2009, 4:29 am
I was recently working on my company's name and logo.
One of the most difficult projects I have ever done.
For my side the drivers to choose the name where the following :
a) I did not want to use my name as the office will be a joint venture between my wife and me. Then, as we will be working with many partners we wanted to keep our names (egos?) away so the end "product" is kind of a product of a team and not a person (or group of persons).
b) As we are coming European/Asian and we hope that we will have partners, clients from both continents we did not want to really have a letter-based name so we opted toward a name that includes numbers. In this way the name is more international and can be pronounced easily in every country (hehe... big ambitions)
c) As TimF mentioned, we checked if the url is available and we immediately purchased it.
We plan to have the whole process as project case. When everything is done, I will post the link of our process here.
- full self-realization
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- Joined: December 14th, 2004, 4:27 pm
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Interesting discussion. We help companies over the years come up with company names among other branding concepts.
I especially like the 're associations' like Frog Design. I recall describing to customers about re allocations and using Frog as the example that being a successful company name. Going on to explain that when I hear Frog, I now think of the company as opposed to the amphibian. SUN was/is another favorite re accusation.
Using your name
I worked at the Joss Design group in the early 90's as a studio engineer. They did all kinds of branding. I always liked the four letter 'JOSS' and they did cool things w/ the last name logo and it's the same today. I personally never liked the idea of using ones name to brand the design firm or company. It just seams so vain but doing that does ensure the attention of the owner's integrity. Makes for a good story when selling yourself to a potential customer as well. 'its got my name on it'
I also worked at Chicago's Goldmith Yamasaki Speck in the 90's and recall hearing the founders talk about the Igloo Cooler Company. Originally the company was named after three founders last names. I did a couple searches to recall what it was called but didn't find it but it was ironically something similar to their the awkward Goldmith Yamasaki Speck name. Once the first cooler was branded 'Igloo' and made one year of sales, then Paul Speck introduced the idea to the three partners the idea of re branding the company after their successful cooler. I'm guessing that was around 1972 What I recal from talking to Paul was that it would be inappropriate to offer the company name change before a year of successful sales even though Paul thougt to offer the idea sooner.
Then there is the acronym. Not a big fan but those work. It seams companies that have a cool name and often try to create an acronym in hind sight. creating an acronym in an afterthoughts often don't work.
I really like what New Belgium Brewery did by using by utilizing the iconic bicycle + using Hatch Design with illustrations by Boston, MA-based Leah Giberson < gogole her and you may recognize her paintings on the bear packaging.
In the end i guess Im trying to point out that selling it by telling a story. Maybe re telling the story the founders already know and doing all that at the right time is what it takes to sell branding.
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- Joined: October 14th, 2016, 5:41 pm
Hello! For naming a company you have to be careful with the "copyright" of the name. Also it is very helpful to make a business a simple yet catchy name. If you plan to go international, as said before you need to be careful with the translating. There is a case that when a big company was becoming international it could go to one region because the name was a bad word. So it depends too where do you want to expand.
- full self-realization
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- Joined: April 26th, 2004, 10:31 pm
If you have an established location, especially one where clients visit or you are doing manufacturing, then consider the street name of your location if it is interesting or catchy. Sounds silly I know, but I've actually seen a start-up take this approach with great success, "hey, these guys have their own street name, they must be going places!".
All dots connect, even the tiny blue one
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Hello everyone! Remember that for naming your business you need to know what impact you want to make in society and how clients are going to respond as they know you. It is important to be in touch with what is your business politics and your business mission.
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Naming a business is one of the most important things to do because it can lead to your success or failure. I think its always important to pick a name that suits what the company wants to do and I don't think that using our names is always the best way to do that. So be careful selecting the name of your baby you don't want other kids making fun of it.
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- Joined: January 12th, 2004, 7:44 am
- Location: Montréal, QC
I think people should spend way more time on their business plan and strategy than their name. I like using Amazon as an example. What a dumb name, but the business was so great that it didn't matter.
"The key to success in this business is to find a boss who doesn't care." - Mike Rowe