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company naming tips

Our experts share insights on naming, branding and starting a new venture.

Trap: Picking a Name That's Not Your #1 Choice.

If you select a name that was your 2nd, 3rd, 4th, 5th (or yikes) 6th or lower choice, you are sacrificing something. Keep in mind that your name is the keystone of your start-up. Don't sacrifice the success of your business on a second-tier company name.

Tip: Don't Be Different, Be Outstanding.

Any company can choose a name that's different. Your goal should be to select an uber-cool company name that stands head-and-shoulders above your competitors.

Trap: Don't Use Hyphens or Dashes in Your Domain Name.

If you use a domain name with a hyphen or a dash you're telling the world you couldn't obtain the non-hyphen domain name. Hyphens and dashes look unprofessional and will compromise your online status. They’re also incredibly difficult to communicate and you’re quite likely to be sending people to the wrong site, hopefully not your completion. Hyphens only stand as an obstacle between your customers and website!

Tip: Harmonize Your Company Name With Your Strategic Objectives.

Many start-ups fail to align their name with the key strategic objectives of their firms. A great name communicates a core message in a flash of a second.

More Naming Tips & Traps

Check back regularly for new start-up tips and traps to be avoided.

Contact Brandings at 1-800-852-8900 Blog


5 Brand Strategy Tips for your StartUp

Branding Strategy for Start-Ups

Our strategic planning team has developed a business planning guide specifically for small business startups to assist in the development of a cohesive and effective branding strategy.

This article identifies the critical steps in the strategic planning process. Many small business owners think that strategic planning is just for blue-chip companies. They couldn't be more wrong. When starting a business, entrepreneurs often get so wrapped up in the functional details of their business that they fail to develop a strategic plan for their enterprise.

With that in mind, we developed the article, “5 Strategic Planning Questions for Entrepreneurs.” 

5 Strategic Planning Questions for Entrepreneurs

When thinking about strategic planning we advise small business professionals to take a page from the big players. It's important to consider foundational factors and the application for your new business. You should be able to answer the following five questions:

  • StartUp Planning Question #1 - What makes my organization great and what factors influence the competitive dynamic of my marketplace?

  • StartUp Planning Question #2 - Why is it that having great high-quality products and competitive prices no longer guarantees competitive advantage? What does my firm need to do to gain and maintain a sustainable advantage?

  • StartUp Planning Question #3 - How did once dominant firms fall from their lofty positions of industry dominance? How can my start-up avoid this path?

  • StartUp Planning Question #4 - What are the characteristics of high-performance organizations -- irrespective of industry -- that enable them to consistently outperform others in their market? How can I apply these principles to my start-up?

  • StartUp Planning Question #5 - What are the warning signals of strategic decline and performance, and can these declines be predicted and avoided?

Sustainable Competitive Advantage for Your New Business

For a start-up to launch, growth and thrive it is essential that you identify the external environmental shifts that necessitate internal organization modification. Think about what is happening in your business environment and how your firm succeeds in this environment.

Key elements include environmental scanning and fully understanding the impact of external forces on your small business and the implications for your core firm competencies. Competitive advantage for your start-up (the value created by your firm that exceeds your cost of creating it relative to competitors) is not sufficient for long term success.

Our strategic planning consultants suggest you work to build a sustainable competitive advantage. The key elements of long-term sustainable advantage for your start-up are rooted in capabilities that are:

  • Rare – Only the firm possesses, unique
  • Unique – Skill based and people intensive, honed tightly to your customer needs
  • Socially Complex – Dependent on coordinated action, difficult to replicate

The more rare, unique and socially complex your start-up capabilities -- the more sustainable your competitive advantage.

If you would like a step-by-step business plan action plan for developing a business plan for your new venture, check-out this recent article.  Strategic Planning for Small Business.

Get Your StartUp Started Now

The Brandings Brand Development Team has made finding the perfect name for your company name even easier.  We’ve broken down our category list into a series of question to get you to the right name quickly and easily.  Get your search started by clicking here

Whatever your new business needs, we are here to help. Call Brandings® Brand Development Team today at 1-800-852-8900 (Toll Free USA) +1-310-246-5100 (Worldwide) or simply click here to contact our office via e-mail:

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examples of available company name