Finding a Brand Name that is more than just a store name
- why is my brand or product’s name important
- how can I come up with a name that fits my brand or product
- how can I use naming to stand out in the marketplace
Let’s get started:
Coming with a domain name can be such a tiring job especially as a founder with too many tasks on your hand. However, it’s important that you don’t neglect it as it forms the basics of your product success.
Why you may ask!
It’s because your store name is the first opportunity to start telling your story and distinguishing your brand from the competition in an ever-crowded marketplace.
I want you to imagine paul for a second. He wants to launch new footwear that tells a unique brand story rather than one that describes the features of the footwear.
Here are a few options
- baroque footwear
- flourish footwear
- the modern footwear
- EasternApe footwear
Which option do you think paul would pick?
If you pick Baroque and EasternApe, I owe you a bottle of chilled coke.
3 Ways to Pick a Brand Name
To pick a good name, you should know the 3 categories most big brand, product & services names fall under. I know we are focused on eCommerce but, it’s important you know all three.
- literal: describes a functionality or tangible quality of a brand, product or service like Lagos city mall, All Nigerian shoes & Benin City breakfast.
- metaphoric: these types of names help people think about a brand or product in such a way that goes beyond it’s everyday purpose, like eBay — an online bay for almost anything.
- fanciful names: These names don’t describe the brand or product’s functionalities at all. They’re usually made up to enable the brand to build an identity and story from scratch like Jumia — an Amazon alternative in Africa
Fanciful and metaphoric names help build an identity which is great for a new brand wanting to breakthrough, but both require a lot of budget & time which you might not have as an early-stage entrepreneur.
If you’re just getting started, I advise you stick with literal names as it’s easier to market at a very low cost.
Now that you know all these essential truths, I will show you steps that will help your name search.
Steps to help your focus when doing an eCommerce name search
Whether you come up with a name internally or you hire a branding agency, it’s important to familiarize yourself with the process.
- Start by looking at the market and seeing how your product or brand is similar to your competitors.
- If there are similarities, is it a good or bad thing? A fanciful name can be a great way to set yourself apart from your competitors, but sometimes it helps to highlight similarities and pick a literal name that will quickly describe your services.
- know your market. uptown lawhouse is a good fit for a law firm because it evokes modernity, but it will be a terrible name for an online store selling wristwatches.
Tip:
Just because you are operating in a certain market doesn’t mean you should only come with options from that market only. You can find inspiration from books, tv shows, other countries and other people.
4. There’s isn’t just one way to find a new eCommerce name. That’s why you should have fun with it. Gather 3–5 coworkers, family members or friends for a 30 min brainstorming session. Some should be familiar with your product, while some shouldn’t. Tell them about your product and ask them for opinions.
5. Next, create a spreadsheet and give every say 20min to write as many names as possible. focus on quantity here, not quality. Repeat these sessions until you’re confident you have a solid option.
6. Have the participant mark their favourite option, then tell you why they chose it.
7. Now that you have a pool of names, with google search in your hands, start crossing the ones that don’t fit your business naming system.
Make sure the name isn’t already legally registered, and check to make sure it doesn’t have any negative connotations in other languages.
Key takeaways
- A name not only represents a brand’s offering but also evokes emotions around it.
- There are three types of names: Literal, metaphoric and fanciful.
- Expect a process of extensive research and elimination to find a name that’s right for your brand product.
In conclusion:
Know there isn’t one perfect name and in most cases, you won’t know if it works until you see customer reactions. But by going through these processes you’ll have a better chance of finding a name that’s right for your brand or product.
PS: I work with a fee entreprenuers & business each week. Helping them with their sales funnel and landing page designs. Feel free to book a call with me via the link below.
