How to come up with a business name

What is a company name?

A company name, also known as a trade name, is the name under which a business operates. It is the official name that a company uses in its business activities, and it is the name that customers and the public associate with the company.

A company name can also be used to distinguish the company from other businesses in the same industry and to reflect the company's product, service, or mission. In many countries, including the Netherlands, a company name must be unique and must not conflict with existing trade names. A company name is registered with the Chamber of Commerce at the time of the company's establishment.

How do you come up with a company name?

Coming up with a company name is a creative process that lays the foundation for the success of your business. It starts with a series of steps where you carefully consider words and concepts that are relevant to the nature of your company. Follow these steps to create a unique and meaningful company name.

Research your market, target audience, and competition.

The adventure of coming up with a company name begins with an important first step: research. Dive into your market, study your target audience, and analyze your competition. This essential phase of the process provides valuable insights and helps you understand what kind of names resonate with your audience and stand out in your industry.

1. Market research: Understand the characteristics of your market. Are there trends in company names? Which names are successful and why?
2. Target audience analysis: Who are your potential customers? What are their preferences and needs? A name that resonates with your target audience will stand out and be memorable.
3. Competitive analysis: Who are your direct and indirect competitors? What are their company names? How can you differentiate yourself? Understanding your competition can help you generate unique ideas that set you apart from the rest.

This preliminary research is an essential part of the process. It will not only help you in choosing a name that could resonate well but also in developing a strong brand identity that reflects the core of your business.

Start brainstorming

After completing your research, the next step is to let your creativity flow. Start brainstorming, and don't do it alone! Ask friends, family, or (former) colleagues to join in and contribute their ideas. Create a list of words that capture the essence of your company, your products, services, or even your company values. Think broadly; these can also be captivating names, unique expressions, or catchy acronyms that pique your interest.

1. Company-related words: Consider words that reflect the nature of your business, your unique selling proposition, and your objectives.
2. Product and service-related words: Think about words that are specifically related to the products or services you offer.
3. Value-oriented words: What are the core values of your company? Are there specific words that express these values?
4. Inspiring names and expressions: Are there names or expressions that inspire you? These can range from historical figures to natural elements, or even fictional characters.
5. Acronyms and abbreviations: Consider possible acronyms or abbreviations that would be interesting and easy to remember.

This word list will serve as the foundation for your final list of company names. Take the time to refine and expand it, and don't be afraid to think outside the box. Creativity plays a crucial role in this process.

Make use of associations and metaphors that are relevant to your company

As part of the creative process, let your thoughts wander to metaphors and associations that are relevant to your company. These can come from a wide range of sources such as animals, colors, geographical locations, mythology, literature, the world of film, or even characters from fictional worlds.

1. Animals: Consider animals that can symbolize the characteristics or values of your company. Are there specific animals that embody traits such as speed, strength, loyalty, or wisdom?
2. Colors: Colors evoke emotions and associations. Are there colors that represent the spirit of your company?
3. Locations: Does a particular geographical location hold significance for your company? This could be a city, a country, a river, or even a monument.
4. Myths and Literature: Are there myths, books, or characters that align with your brand identity?
5. Movies and Fictional Characters: Are there movies or fictional characters that represent the unique personality or mission of your company?

By harnessing such metaphors and associations, your company name can go beyond just being a name and acquire a true meaning that reflects the identity and mission of your business.

Experiment, combine, and play with words

Now is the time to let your creative mind work. Play with the words you have gathered, combine them in unexpected ways, and experiment with spelling and meaning. You can also try merging words together or transforming them into an acronym, where the initial letters form a new word.

1. Word combinations: Try combining different words from your list to form unique combinations. Pay attention to how the words sound together and the associations they evoke.
2. Play with spelling: Experiment with the spelling of words to give them an original twist. For example, you can replace vowels with other letters or spell words in an unconventional way.
3. Merging words: Consider merging two or more words to create a new name that captures the essence of your business.
4. Acronyms: Try transforming words or phrases into an acronym, where the initial letters together form a new word that is meaningful for your company.

These creative approaches will help you come up with unique and suitable company names. Don't be afraid to experiment and think outside the box. Sometimes, adding a playful twist to a word can result in a striking and distinctive name.

Check the availability of your chosen names

After brainstorming potential company names, it is essential to carefully check if these names are actually available. This involves carrying out two important steps:

1. Trade register check: Consult the trade register of the Chamber of Commerce (KVK) to verify if the names you have come up with are already in use by other companies. It is important to choose a unique name that does not conflict with existing trade names.
2. Domain name availability: Also check if the domain name for your potential website is available. A catchy and relevant domain name is crucial for your online presence. Use a domain name checker to see if the desired domain name is still available.

By conducting both checks, you ensure that your chosen company name is legally and online available. It is crucial not to skip these steps to avoid any conflicts or confusion in the future.

Seek feedback and ideas

Sharing your generated names with others and asking for their opinions is a valuable step in the process of coming up with a company name. It can help you identify any issues and explore new perspectives and ideas.

1. Share your ideas: Discuss your generated names with trusted individuals in your circle, such as friends, family, or colleagues. Explain what your company stands for and ask for their honest opinions.
2. Ask for specific feedback: Pose targeted questions to receive feedback on different aspects of your generated names. For example, inquire whether the name is appealing, memorable, and aligns with the values and goals of your company.
3. Be open to suggestions: Be receptive to suggestions and new ideas from others. Their perspectives can inspire you and offer fresh angles that you might not have considered.
4. Gather input from your target audience: Involve your target audience in the feedback process as well. Conduct a small survey or focus group, for example, to gather their opinions on the names. This can provide valuable insights into which name is most appealing and relevant to your target audience.

By involving others in your creative process, you increase the chances of discovering strengths and potential improvements. Don't be afraid to receive constructive criticism and be willing to adjust your ideas based on the feedback received. The ultimate goal is to find a company name that resonates and leaves a positive impression on your target audience.

Make the final decision: choose the perfect name for your company and register it

After going through the creative process and gathering valuable feedback, it's time to make the final decision about your company name. Take the following steps to ensure that you make the right choice and secure your name:

1. Evaluate your options: Take the time to carefully evaluate all the collected names. Consider the feedback you have received, consistency with your business vision, and appeal to your target audience.
2. Choose the best name: Select the name that best fits your company, brand identity, and objectives. Opt for a name that is distinctive, memorable, and relevant.
3. Check availability: Before finalizing a name, double-check its availability. Consult the trade register of the Chamber of Commerce (KVK) to confirm that the chosen name is not already in use by another company.
4. Register your company name: Once you have made the final decision, register the name with the Chamber of Commerce (KVK) to officially secure your trade name. This prevents others from using the same name and protects your brand identity. Don't forget to also register your company name as a domain name.

By making a well-considered decision and officially registering your company name, you establish a solid foundation for your business. Ensure that you take timely steps to protect your name and prevent others from using it. Now, you can confidently present your new company to the world!

Remember that coming up with a company name takes time, and it's important to be patient and conduct thorough research.