In our last article we looked at the
different kinds of categories you should look into when naming a business /
product or anything else that needs intelligent branding. Today we are going to
suggest some all-important considerations to put your naming plan into action. This
way your brand can achieve long term flexibility, be friendly across various internet
contexts, and most importantly – get the desired response and outcome from your
audience.
1) Plan for the probable
Right now 'Peter’s
Massage Parlour' may make a lot of sense. But if you can foresee that there may
be a need to expand on that service later on, your name (and branding that
flows from it) could suffer. If you know you will always offer Massages and
they will always be the bulk of the business then adding this term into your
brand name can have great benefits, especially for your SEO, but don't let
yourself or your brand become restricted further down the track.
Often companies
that expand their offering beyond directly-related fields are forced to update
their brand name, which of course takes time and money, but most of all means
that you can potentially lose out from the effort you put into making people
remember and appreciate you in the first place.
2) Don't forget your logo
A big mistake business owners make in brand creation is launching a name
first and then tackling the logo later on, which can lead to an awkward visual
mismatch between the two. It can be simpler to think “name first, logo after”
but make sure that you’re not excluding logo design considerations from the
process entirely.
3) Be web friendly
When you’re putting your site together, make sure that you take these
important considerations into account to secure your great name.
There’s nothing worse than putting all your love into a name only to find
out it already exists, or that a competitor’s is too similar. Make a habit of
searching for existing names at registers such as this: Search Business Names. Be sure to avoid
sounding similar to other business names, not just because you want your brand
to stand out, but also because if a competitor has ‘claimed’ a niche with their
name you will find yourself competing against an established idea and losing
out on available opportunities.
Check URL
hyphenation and length
Many company names can look good truncated into one word and make it easier
for visitors to find you. For example ‘career-exchange.com.au’ would not be as
straight forward as ‘careerexchange.com.au’ where URLs do not function with
spaces but use hyphenation instead. However, if you have a function attached to
your business name which makes it longer it is worth comparing the difference,
for example ‘peterssmassageparlour.com.au’ becomes confusing whereas ‘peters-massage-parlour.com.au’
helps make sure that your name isn’t getting lost.
4) Register, place and update
Finally, once you decide on a business name (we hope it wasn’t too
painful for you!) make sure you ‘nab’ your name in every relevant space you can
think of, this will also do wonders for your SEO. Below are the common
areas you should be getting an early foothold in once you’re ready.
Website: Register your own domain name with a hosting provider, refer to our domain hosting options
article.
Directories: websites such as hotfrog and whitepages allow you to list your
companies name and details for searchers to find. Many are free.
Register: The Australian Government shares steps to Registering
your Business Name, and you can view more information on registering and trademarking your intellectual property here.
Is it all too much?
Career Exchange and Psych Press have had much experience when it comes to
making new brands, products and webpages and we’re here to help. Let us know
what you’re aiming to do or what your issues are in the online marketing world
and we will give you a down to earth overview of whether our Content,
Development or SEO packages can help. Contact info@careerexchange.com.au or call 03 9670 0590
03 9670 0590.
03 9670 0590.
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