Select your name

Select Your Name

Once you have a list of potential names that are free from conflict, it’s time to rate them on the criteria you identified at the beginning of the process.

It’s good to get your key decision makers together for this step – live discussion is important.

Potential name:

Type of name:

Score (0 = very Criteria (list the criteria you identified, in order of bad; 5 = Score Score Score importance) outstanding

Total score Number of “5” ratings

If your names all rate poorly, you’ll probably need to go back to brainstorming a new list, or hire a consultant/agency to help. [Vendor Selection can help]

If you have a short list, start thinking about how your top picks will work in the “real world.” Use the same rating scale (0 = very bad, 5 = outstanding)

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Finalists:

Verbal communication

Score

Score

Score

Score

How does the name sound over the phone? “Hi, this is [your name] with [potential company name].”

Is the name easily understood when heard?

Is the name easily spelled when heard?

Other

Written communication

Score

Score

Score

Score

Is the name easily pronounced when seen for the first time?

How does the name look in a sentence?

Other

Total score Avg

If your name will be used internationally, make sure it doesn’t mean or sound like anything that negates your intentions or is offensive. www.babelfish.com www.worldlingo.com can help you with translations.

It’s also a good idea to speak with someone that speaks the native language to ensure that there isn’t a slang or alternative meaning not covered in the language translation. Contact your local university’s foreign language department for assistance.

Name

Country

Meaning

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Similar-­‐looking words & meanings

Similar-­‐sounding words & meanings Recommendation

THE FINAL TEST

Sometimes it’s tough to take a step away and regain objectivity when you find a personal favorite. You may be unaware of how other people will react to your name, so it’s good to test it with a small group of highly targeted people.

Be careful! You don’t want to start throwing out the question, “How do you like this name?” Your goal is to select a name that means what you need it to mean, and friends & family’s likes & dislikes can confuse the issue.

Select a small group of people representing customers, prospects, vendors and/or other people in your industry.

CATEGORY

PEOPLE TO TEST WITH

Customers

Prospects Vendors / suppliers Other

You’re down to a few finalists – how do you choose?

Appoint a final decision maker. You could choose the person with the most to gain (or lose) from the name, or the most creative person, etc. The final decision maker doesn’t have to be the only one involved in the decision; you may ask the initial brainstorming group to provide recommendations and rationale.

Remember that when all things are equal, it’s easiest to choose the “safest” name, which isn’t always the best one.

Your decision maker should be someone who can be counted on to choose the “best” over the “safest.”

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Who is your final decision-­‐maker?

A memorable name may be surprising. If one of your names makes you nervous, that may be why.

CRITERIA

NAME

What does your gut tell you?

Which name best captures what you’re trying to say?

Which name looks the best?

Which name sounds the best?

Which name is most protectable (from the previous exercises?)

Your new name

TO OBTAIN A URL

Check with one of the domain name registrars (www.register.com, www.mydomain.com, www.godaddy.com) for availability. You may have the option to purchase an available name for a given period of time, with the option to renew it afterward.

For most businesses, the .com ending is best. If your selection isn’t available in .com form and you opt to go with .biz or another less popular ending, make a note of the company that owns the .com address and research them for potential trademark conflicts.

Experts used to recommend that you buy up all names in all forms; however, business customers expect a .com ending and buying every name is often an unproven investment.

Note that nearly all nouns with a .com ending are unavailable. There are other options for your web address, so be creative if your name is taken. Suggestions:

IDEA

USE THIS IDEA?

Add “inc” or “online” to the end Yes Add a descriptive term (example: “solutions”) Yes Use a hyphen Yes Use your slogan instead of your name Yes

Make sure you keep track of the URLs you purchase and assign someone to renew them each term.

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URL PURCHASED

SERVICE PROVIDER START

EXPIRATION

PERSON RESPONSIBLE

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