The Name Game: Your First Step in Branding
From committing to a labor-intensive ecommerce biz, to choosing a product niche, to putting your ducks in a row and making sure you’re set to offer quality merchandise in a consistent fashion, there’s a big consideration that often stumps even the most prepared online sellers – and you must have it settled before day one of formal operations.
What is your name?
The art and science of choosing a business name can be an arduous process. And it’s deceptively, well, not easy. This is arguably the most important decision you’ll make as an ecommerce merchant. The considerations seem endless: first, once you pick one, you’re stuck with it. Second, it embodies your entire business, becoming a brand identity.
If you’re fortunate enough, you could fall into an obvious win. The footwear retailer Shoebacca hit the jackpot with a moniker that’s clever, relevant, and just plain fun. Sales psychology is clear on the relationship between commerce and branding, so think carefully before you self-identify.
Want some help? Asking friends and potential customers is always a plus. But so is consulting with experts – though that can be mind-numblingly expensive. There’s another option out there, and it’s a cool way to get started. Sites like Businessnamemaker will auto-generate suggestions based on keywords entered into their search window. There’s no telling whether it will come up with something fabulous, but it’s worth a try. NameSnack offers the same service, and surely there are several others. It features not only a search bar, but a list of possibilities.
This cheeky site suggests a naming contest, possibly a great idea if you have access to a sufficient pool of participants who bridge the gap between niche obsession and creativity. Worthstart has already compiled a list of not-too-shabby business names, offering a headstart. Even if none pops out as a clear choice, merely reading the list may spark an idea of your own.
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It goes without saying that there are factors to consider when self-branding, and not the least of which is near-replication. If you inch too close to an existing business name, you risk a loss of sales due to confusion at best. At worst, you may receive a cease-and-desist letter from the entity with a similar name. Having to start from scratch carries a litany of problems.
Other considerations for selecting the perfect name include:
Avoiding those that are far removed from your product niche and are too obscure.
Striving for easily remembered names that will convert to future purchases and/or searches.
Choosing a name that engenders positive feelings and a psychological boost based on the mix of cleverness and familiarity.
Names that are such a hit that they will turn into frequent referrals between existing customers and their friends and family.
Nothing replaces quality merchandise and excellent service. Make that a priority. But your brand name, if it’s fitting and fun, will help you retain creative juices as you expand with marketing materials and tailored graphic imaging.
Choose wisely, and you just might become a household name.