Choosing the right name for your personal brand, product, service or even company can be one of the most important decisions you’ll make as an entrepreneur.
Several years ago when I was in a group coaching program we all spent an inordinate amount of time coming up with names for our services, products and websites.
I hate to think how many obscure websites were registered because one of us had a ‘lightbulb’ moment and thought that was THE ONE!
The reality is that the KISS principle applies here. Keep It Simple Stupid!
Our coach always asked, “Is what’s inside what it says on the outside of the package?”
We have just seen the Campbell Soup Co. rebrand. After 155 years they are dropping the word Soup. But then they do a lot more now than only soup – to my point #5 below.
Whether you’re building a solopreneur business, consulting, or positioning yourself as an industry expert, the name you choose sets the tone for how you’re perceived.
It’s more than a label.
It’s the first impression you make and the foundation upon which you’ll build your personal and professional identity.
Here’s what to keep in mind as you develop a name:
1. Clarity and Simplicity
Clarity is critical. A name that’s easy to understand, pronounce, and spell not only makes it accessible but also reduces the chances of misinterpretation.
If your name is difficult or ambiguous, potential clients may forget it or struggle to find you online. Keep it simple and direct so that it’s easy for people to remember and share.
2. Relevance to Audience
the name isn’t just about you—it’s about how you serve your audience. Choose a name that resonates with the people you want to connect with.
If you’re a branding strategist, for example, a name that emphasizes creativity or growth may align better with your target audience than something overly technical.
Consider your client’s values, goals, and emotions and choose a name that speaks to those elements.
3. Uniqueness
In a crowded marketplace, standing out is key. Your name should be unique enough to differentiate you from competitors. This doesn’t mean it has to be wild or offbeat—sometimes subtle originality is enough.
Check out what’s already out there in your niche and ensure your name doesn’t get lost in a sea of similar-sounding brands.
4. Memorability
A memorable name sticks with people long after they’ve encountered you. Think about names that have left an impression on you—what made them memorable? Often, it’s something short, catchy, or emotionally resonant.
If people can easily recall your name, they’re more likely to refer you to others and seek you out.
5. Scalability
While today you might focus on one product or service, think ahead to how you could evolve. Is your name broad enough to encompass future growth or shifts in your business?
A name like “Jane Doe Marketing” may feel limiting if you expand into speaking, coaching, or offering other services down the road.
6. Domain and Social Media Availability
Your personal brand exists as much online as it does in the real world. Before settling on a name, make sure the domain and social media handles are available.
Consistency across platforms helps build brand recognition and makes it easy for potential clients to find you.
Use the tool NmeChk https://namechk.com/ to see what options are available. It get’s harder and harder so you might have to get creative.
7. Avoid Trends
What seems trendy today may feel outdated tomorrow. While it might be tempting to name your brand after current buzzwords, trends have a way of fading fast.
Instead, focus on timeless qualities that will be as relevant in five years as they are now.
8. Legal Considerations
Ensure your chosen name isn’t already trademarked or too similar to other established brands.
Legal issues could arise if your name infringes on someone else’s intellectual property.
A quick search and, if necessary, a consultation with a lawyer can save you headaches down the road.
I had two great guests on my podcast who covered this topic well;
Andrei Mincov – Protect Your Brand: Safeguarding Your Assets Through Trademarks
Nick Guinn – Trademarks and Copyright Demystified – Protecting Your Personal Brand – https://paulcopcutt.com/episode114/
9. Cultural Sensitivity
As your personal brand grows, you may find yourself working with people from diverse cultures and backgrounds. Be mindful of how your name might be interpreted in other languages or regions.
A name that works well in one market could unintentionally cause confusion—or even offense—in another.
10. Emotional Appeal
Finally, personal branding is all about human connection. A name that sparks positive feelings or associations can help forge an emotional bond with your audience.
Think about what emotions you want to evoke—trust, excitement, innovation—and let that guide your naming process.
Naming is a critical step in establishing yourself as a professional. It’s the first touchpoint potential clients will have with you, so it’s worth taking the time to choose a name that aligns with your values, resonates with your audience, and sets you up for future success.
By keeping these ten points in mind, you’ll create a name that not only represents who you are today but also supports your growth and evolution as your personal brand develops.
When you’re ready here is how I can help you;
Work with me and my team on defining and growing your personal brand and building your business. Let’s set up an initial call to get to know each other and discuss what that might look like – get in touch here https://paulcopcutt.com/contact/