Choosing a business name is a decisive step in creating a project. More than a simple name, it embodies the identity of the brand, influences customer perception and can even condition commercial success. A good name must be both memorable, distinctive and evocative, while being legally and digitally available. But how can we find an original and impactful business name that marks the spirits and stands out in a competitive universe?
Find the balance between originality and clarity
A business name must be distinctive enough to stand out, while remaining clear and understandable. Simplicity is a major asset: a name too complicated or difficult to pronounce may be poorly retained or badly spelled. Blablacar, for example, plays on rehearsal and onomatopoeia to immediately evoke its concept of carpooling based on exchange and conversation.
Other brands have chosen conciseness and visual impact, like Shine, the neobank for freelancers. This short, positive and evocative name immediately suggests a fluid and pleasant experience. On the other hand, an overly abstract or too technical name can complicate the identification of the company and slow down its adoption by the public.
Bet on an emotional and evocative dimension
The most striking corporate names are often those that evoke an emotion or a strong image. The objective is to create an immediate link with the user, by transmitting a sensation or a promise. The French briefs, for example, plays on a humorous and patriotic register which allowed it to stand out in the fashion sector.
Other brands, such as breathes, specialized in natural hygiene products, adopt a sensory and well-being approach. This type of name instantly suggests experience and added value, thus facilitating consumer membership.
Storytelling behind the name can also strengthen its impact. Michel and Augustin, with his quirky and friendly tone, inspire confidence and proximity by highlighting a human and craft dimension.
Check legal and digital availability
A punchy business name is useless if it is not legally exploitable. Before validating your choice, it is essential to check its availability with the INPI (National Institute of Industrial Property), to ensure that it is not already deposited by another brand.
The digital dimension is just as crucial. A name must be available as a domain name and on social networks to avoid any confusion or referencing difficulty. Many startups encounter obstacles because they have chosen a name already taken on Instagram, Twitter or Facebook. A simple search on a site like Whois or OVH allows you to see if the domain name is still available.
Draw inspiration from trends without copier
Certain trends influence the creation of business names. In recent years, the suffixes in “-ly” or “-eo” have been widely used in the world of startups (Shapr, Swile, Qonto). Likewise, the use of words inspired by Anglo-Saxon vocabulary often gives a modern and technological ton.
However, following a trend does not mean falling into banality. Copying patterns already seen can affect originality and making a bland name in the face of competition. The ideal is to be inspired by trends while bringing a unique touch, playing for example on unexpected words associations or cultural references.
Test the name before adopting it definitively
A name may seem excellent on paper but lose your strength when pronounced or put in a situation. It is therefore essential to test it with a target audience before adopting it definitively.
Some organize surveys or focus groups to assess the resonance and understanding of their name. Others prefer a more intuitive approach, by exchanging with relatives or partners to observe spontaneous reactions. A good name must immediately arouse a positive interest, without requiring complex explanations.
For example, when Doctolib was launched, its founders quickly found that the name was clear, effective and immediately understandable. It combines two essential concepts: “docto” for the medical universe and “lib” for the simplified appointment. This type of construction ensures rapid identification of the service offered.
