“How do I come up with a lasting business name?” One of my current branding clients is preparing for some big pivots in her business and the current name no longer feels aligned with their vision for the future.

So I’ve been working with with them on name ideation amidst establishing their brand strategy and messaging – creating the perfect opportunity for complete alignment and intentionality. To me, a timeless business name means the ability to endure ever-changing strategies, products, and services because it represents something greater. A timeless name is the unique embodiment of your core values and your heart.

Having a business name that is reflective of your values ensures that it will stand the test of time. But I also understand that unearthing that name can be a daunting task. There are truly countless ways to craft the “perfect” business name, but here are 4 of my favorite approaches to create a unique name that will last.

The Preface

Gain Clarity

First and foremost, to create a lasting business name, you must have clarity in your voice, values, and vision. Take some time to reflect on your intentions. Dig deep into the impact you are trying to make and why. Start jotting down themes, qualities, keywords, and ideas that your business and goals embody.

Reflective Questions to Get Started:

01 / what are your motivating values?
02 / what makes your business unique?
03 / why are you pursuing this venture?

Approach 01

Foreign Language

Think of qualities, keywords, and values your business conveys and look up that word in different languages. A way to add deeper meaning and intention is to choose a language that is significant to you, your heritage, or business.

Approach 02

Creative Word Mashup

Uniting multiple words of significance to create a completely new one.
Don’t be afraid to make up a word and give it your own meaning. This is your business and you make the rules. Blending two or more words to make something new is an innovative way to create a name that is completely unique to you.

Approach 03

Unique Spelling

Play around with the spelling of a word, object, or quality to create an abstract, artistic variation.
By simply removing or adding a letter, or completely changing the spelling of a well-known word you can create a name that sounds and looks distinctive.

Approach 04

Synonym

Pick a simple word that resonates with your business and utilizing the thesaurus to discover underused synonyms. If you love the idea behind a certain word, synonyms are great to capture the underlying idea whilst accomplishing the right look and sound.

Our Lasting Name Checklist

– Is this name available?
– Does it evoke the heart of my business?
– Does it align with my big picture vision?
– If my services or interests pivot, does it still work?
– Is it easy to pronounce?
– Is it easy to remember?
– Are cohesive domain and social handles available?

Final Thoughts

Craft with intentionality and above all else, choose something that is meaningful. Meaning is lasting.

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