Best Practice: Creating a company name by combining words or parts of words is popular today. Example: YouTube or TruGreen
Today’s Article: Creating a Company Name with Combined Existing Words
Company name with combined existing words can consists of two words, that can be found in the dictionary, put together with no space between the words and the first word usually gets the main emphasis in pronunciation. The first letter of each word is usually capitalized, but does not need to be. (YouTube or Facebook)
The second way is to take one word and part of another word to create a company name. Again, the first letter of each word is usually capitalized, but does not need to be. NutriSystem (Nutrition + System)
The third way is to take parts of two words and combine to create a company name. Microsoft (microcomputer + software)
Pros: This can be a simple way to create new company name. They can be easy to say, spell, remember and allows for growth. If the new company name is created by taking one word and part of another word or parts of two words to create a new company name it is easier to find a matching domain name and be able to be trademarked.
Cons: If the right word combinations are not made, it may be difficult to say, spell, remember or know what the company sells. A tagline would help better understand what the company sells. Also, if a company name is too specific, it may be harder to add new products or services in the future.
Other Examples: two words combined with no space between the words.
AutoDesk, AutoHome, AutoZone, CafePress, CoreLogic, CounterPath, CubeSmart, DataLink, DigitalGlobe, Ecolab, EchoStar, ExamWorks Group, ForceField Energy, Freshpet, FutureFuel, GameStop, GasLog LP, Groupon, HomeAway, HomeStreet, Leapfrog, LifeLock, LifePoint Hospital, Lifeway Foods, Linkedin, MeetMe, NewStar, PetSmart, PriceSmart, ProofPoint, Quicksilver, RetailMeNot, RiceBran Technologies, Salesforce, SolarCity, SunCoke Energy, TechTargets, TripAdvisor, TrueCar, WageWorks or WordPress
Other Examples: one word and part of another word combined.
Amerco, AmeriGas Partners, AMERISAFE, ComCast, CostCo Wholesale, Equifax, GeoPark, Herbalife, KeyCorp, MEDIFAST, Metlife, NaviStar International, NutriSystem, PayChex, PetMed Express, Snapple, TeleNav, Transocean Partners, TruGreen or Wal-Mart.
Other Examples: parts of two words combined.
Acxion, Aercap, Agilsys, Aixtron, Ambarella, Anadigics, Anasys, Blucora, Calamp, Evertec, Invevac, Mitek Systems, Mosys, Perficient, Pericom Semiconductors, Photronics, Qualys, Radcom, RadSys, Sapnsion, Syntel, Textra, ViaSat or Zillow.
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 combined words, combined existing words or parts of words to create a company name. Take the list and start combining them until you come up with 1-3 that you like. Next go to the name filter above to evaluate how available and good a name is.
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 also look at names in other name categories: Literal, Attribute, Legacy, Initials/Numbers, New Invented, Related, Alliteration/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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