How do you come up with a company name?

"As you name the boat, so it will float." This simple rule applies to the laws of business. When organizing your own business, it is worth remembering that choosing the right company name is the first step to success.

The importance of choosing the right company name

There are different approaches to choosing a company name. This is the promotion of the brand, which consists of derivatives of its own surname and first name. Some argue that the secret to success is industry specificity and naming abstraction. Someone even claims that the name may not have a semantic meaning.
After all, there are examples of companies that approached the choice of their name in this way, but still managed to win the love and loyalty of consumers, as well as a stable position in the market. But even taking into account such contradictions, there are uniform rules and recommendations when choosing a name that will make it possible to turn it into a brand and ensure the company's competitiveness in the market for providing goods and services.

1. Marketing research... This is required in order to determine the target audience for which the firm will continue to operate. It is necessary to focus the name on precisely the group of consumers who will be interested in the activities of the future company. But if external marketing research involves finding out the preferences and needs of consumers, then internal marketing research involves studying the pricing policy, assortment and niche in the market that the company plans to occupy. For example, you should not use the words "Economy" and "low prices" if you plan to open a boutique or store for very wealthy customers who value the prestige of things and their quality. And it will not be entirely correct to make a sign about the availability of things for every taste if there are only women's or men's things in the store, or only a certain wardrobe item (only dresses, for example).

2. Do not use names in the title... Call the company by your own name, the name of your beloved woman, daughter, etc. - it is impractical. Rather, this option will be perceived as the director's narcissism or a banal lack of imagination. Consumers want to be communicated in their language. Moreover, firms with such names are much more difficult to sell. And don't forget about the psychological component. For some people, names may be associated with some unpleasant or bad events in their lives, which means that this may discourage them from visiting your company.

3. The name must be remembered... It is necessary as a name to select such a phrase or word that will be easily perceived by a person and easy to remember. Such a name will create the reputation of the enterprise. If the choice of the name is unsuccessful, then the consumers themselves will call your company a more convenient option, and this is already a risk.

4. Comfort... The name of your company should evoke positive associations in the consumer. A potential buyer should want to come to you on a subconscious level, at least out of interest. And in this case, the rule is triggered: a random visit becomes permanent.

5. Occupation... Don't forget what your firm is going to do. The market is very ruthless to those enterprises whose name does not correspond to their occupation. The title should not contain unnecessary descriptive information. A person can get lost in descriptions and go to competitors with a simpler and more understandable name.

: nuances and examples.

Business without leaving home: home walls?

Company names LLC

In accordance with the law, when registering, both the full name of the LLC and its abbreviated version are indicated. The full name is used for official documentation, and the abbreviated name is used for business correspondence and internal documents. An example of the full name: Limited Liability Company "Magic Lamp", abbreviated - LLC "Magic Lamp".

Mandatory requirement of the law: the full name must be in Russian. But an additional abbreviation can be in a foreign language. This method is most often used by those firms that operate on the international market. All names must be indicated in official documents, otherwise they become invalid.

What cannot be used in the name of an LLC?

• The word "Russia" is prohibited, including its derivatives (for example, the word "grew"). To use them, you will need permission from the Government of the Russian Federation, obtained in accordance with the established procedure, and pay a state fee.
• The prohibition also applies to the words "Moscow" (and derivatives), "federal (s)", "Russian Federation".
• You cannot use the names of cities, subjects, regions of the Russian Federation.

When choosing a name for an LLC, you should start with the type of activity carried out. If we are talking about a hairdresser or beauty salon, then you can pick up the name of a famous beauty or a beautiful goddess: Venus, Aphrodite, Marilyn. A good option would be to use the word "beauty". For example, the "secrets of beauty".

If you have not yet decided on the range of activities, then it is better to choose something neutral: Triumph, Premier, etc.

Name for a construction company

One way to quickly come up with a company name is to survey prospective employees. It is quite possible that one of them will be able to offer a quite suitable option. Such a survey will allow you to collect a decent base of options with which you can work. Using this brainstorming method, you can make a list of the most preferable options, among which you can choose the best one. The name for a construction company must contain sufficient meaning. For example, the name "Dubovik" does not meet the specified requirement.

But the name "StroyNadezhServis" is quite suitable. It emphasizes the reliable service and competitiveness of the enterprise, coupled with the accurate execution of the given task.

The following examples will be quite successful:

• "Slate" - building materials;
• ReMake - reconstruction services;
• "Trowel" - tools;
• ZhilStroy - construction of houses.

Name for a law firm

When choosing a name, it should be remembered that a law firm should be associated by clients with reliability and professionalism. Therefore, the title should use words that indicate such qualities. The name should convey the message that the company employs real professionals on whom you can rely. Use simple words that are well-known. You can use legal terms to emphasize the type of activity, but only unchanged names will do. The name “Legal Standard” will be successful, but “Verdict” and “Veto” will fail due to its banality and hackneyedness.

Suitable as a name:

• "Justina";
• "Consult";
• "PravoGrad";
• "Juvesta".

Name for furniture companies

It is worth starting by identifying future consumers. You need to accurately represent the needs of your target audience. It is important to understand who, for what price and what will buy in your company. It is possible that the media consumers will push you to the name of the company. The furniture market is in constant development. Therefore, in order to successfully name a company, you need to avoid repetitions. This will help a thorough study of competitors. It is worth making a list of already taken names and trying to beat the ones you like.

To choose a name, you can use the furniture theme (words and phrases related to furniture). It will also be beneficial to focus on the scope of the furniture (why it is purchased and where it will be used). In the second case, the use of verbs is allowed.

You should check the sound of the chosen name and how it will be pronounced when conjugating. This is important both for sellers and managers, who will repeat it many times during a working day, and for buyers. The title should be clear and concise, easy to understand.

Examples:

• "Residence" - a large furniture center;
• "Verona" - Italian furniture store (the name is based on the place of production);
• "Count's Kitchen" - a shop of kitchens to order;
• "Comfort" - home furniture.

Name for a travel company

It should be suitable for the activity being carried out (recreation, tourism, travel). The name should be associated with this area, but not be stereotyped (the name "Tourism", "Travel", "Equator" will be unfortunate). Banal names are not only uninteresting, but have been occupied for a long time. The name should indicate that the company is competent and ready to work with each client.

Examples:

• Mont Blanc;
• "Oasis";
• "Rose of Wind";
• "Lagoon".

Using such simple rules, showing a little ingenuity, you can find a very original name for your future company. The brighter and fresher it is, the stronger your company's position in the market will be, and the faster consumers will remember you.