Best Practice: Literal company name comprises a word or a few keywords to help people quickly understand what you sell. Example: Toys”R”Us
Today’s Article: Creating a Literal or Descriptive Company Name
Literal or descriptive company names comprise a word or a few keywords to help people quickly understand what you sell.
Pros: Makes it easy to understand what the company sells.
Cons: Many of these descriptive names have already been used. May be difficult to find a matching domain name that is trademark free.
Secondly, may limit future growth if the name does not allow for room for adding new products or services in the future.
Example: Initially, Midas started as Midas Muffler. The name implied they just sold mufflers. To expand their brand beyond just mufflers, the company changed their name by dropping the word muffler to just Midas. This allowed the company to promote their new brand: “We take care of everything — brakes, tires, oil changes — all your auto repair needs”.
Other examples of literal or descriptive company names:
ABC Supply Advantage Oil & Gas
Air Products & Chemicals Air Transport Services Group
Allied Health Care Products Analog Devices
Build-a-Bear Workshop Cancer Genetics
Cardiovascular Systems Cash America International
Children’s Place Clean Diesel Technologies
Coffee Holding Company Commercial Metals Corporation
Community Health Systems Container Store
Country Style Cooking Restaurant Coupons.com
Document Security Systems Family Inns
Female Health Company Freightcar America
Gas Natural Grocers Supply
Guitar Center Hobby Lobby Stores
Home Deport Information Service Group
International Paper Company Medical Transcription Billing
Men’s Warehouse Natural Gas Services Group
Marine Products Company National Beverage Company
National Gas Services Group National Steel Company
News Corporation New Home
Office Deport Overstock.com
Rent-a-Center Renewable Energy Group
Salesforce.com Skilled Healthcare Group
Sportmans Warehouse Sprouts Farmers Market
Student Transportation Superior Drilling Products
Superior Energy Services The Chef’s Warehouse
The Cheesecake Factory The Medicines Company
Travelodge United Rentals
Vitamin Shoppe Waste Management
Whole Food Markets 1-800 Flowers.com
Brand Name Filter
The brand name filter below will help you objectively evaluate how available and good a name is.
Number System: 0-poor, 1-fair, 2-good, 3-excellent.
___ Easy to Say and Pronounce
___ Easy to Remember
___ Easy to Spell
___ Name is Web-Ready: Exact Match Domain Name with no hyphen (Domain Search)
___ Trademark is Available (Trademark Search)
___ Available in Your State (Online check with your State Department of Incorporation)
___ Social Media Identity Availability (Example Facebook (B2C), LinkedIn (B2B), etc.)
___ Stands out from the Competition in a Favorable Way
___ Has no Negative Meanings (Example: when translated to a foreign market’s language)
___ Name Allows You to Add New Services or Products in the Future
___ Number of Points
Action Step: Make a list of words to create a literal company name that would help people quickly understand what you sell. Take the list of words and start combining them until you come up with 1-3 that you like. Next go to the name filter above to evaluate them.
Note: If you are having trouble coming up with a name that you like and is rated high by the brand filter, it may be time to look for an outside source to help you i.e. Ask the Expert
Recommendation: In a branding process, it is important to look at name possibilities in different name categories: Attribute, Legacy, Initials/Numbers, Word Combination, New Invented, Related, Alliteration or Rhyme and Inquiring. This helps you expand they way you look at your company, to find the best name to connect with your target market, that stands out from the competition and reflects your brand position.
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