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Home » Branding, Corporate Identity, Marketing

What’s in a Name? Naming Your New Business

Submitted by on February 9, 2009 – 8:45 pmNo Comment

Choosing a good name these days can be especially challenging. Everyone wants theircompanyname.com. Unfortunately, much of the time, theircompanyname.com or the url you want is already taken. So what do you do?

You want to create a name that’s memorable, that stands out. And yet fits in. Remember, your name sets the tone for who you are as a company.

Over the years I’ve developed a formula that helps me when I’m tasked with creating a name for a new company or brand.

First, boil down the essence of the company to two basic concepts. Then, choose single words that describe those two concepts and marry them together.

For example, I had to come up with a name for a women’s apparel company that catered to women in male dominant sports, like motorcycle racing and extreme sports. I boiled it down to femininity and speed, which then became Sonic Butterfly. Of course there were a few names that were shot down before we got to Sonic Butterfly, but ultimately this name was the strongest.


Reprinted by special permission from the Shimmin Design blog.

Written by Melissa Shimmin
Melissa Shim­min is an award-winning designer who has been help­ing com­pa­nies both big and small cre­ate, evolve and strengthen their iden­ti­ties, brand­ing and mar­ket­ing col­lat­eral for more than 15 years. And yet, Melissa is more than just a designer: she takes a big pic­ture per­spec­tive, com­bin­ing marketing strat­egy and copy­writ­ing with design to cre­ate stronger, more impact­ful brand­ing and iden­tity for the com­pa­nies she part­ners with. Check out her work at Shimmin Design.

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