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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.
Check back regularly for new start-up tips and traps to be avoided.
Developing a brand name for a technology company is different than for a non-tech company. Unlike most non-tech firms, technology company names need to evoke a sense of "edge" and convey a forward-thinking mind-set in the value creation processes.
If your new business is in technology, software, hardware, IT service, tech support, telecom, electronics, network systems, cloud computing or other technology area consumers have a heightened set of expectations for your start-up. Simply put, your audience expects that your IT services are at the forefront of innovation. They also expect (even if they don't cognitively realize it) that your services will help their firm become a dominant player in their marketplace.
From years of research we've found that both business-to-business consumers and personal-use audiences maintain a "presumption of innovation." They simply expect more from you.
The consumer is turning to your company for a solution to a specific want or need – and they expect your product or service to be "ingenious" at some level.
So it is critical that your technology brand name communicate your distinction and stand apart from your competitors. You'll want to select a brand identity they communicates your "uniqueness" -- be it innovation, future-focus, breakthrough service, or cutting-edge technological competitive advantage. That's quite a lot to ask a name to do!
A great technology company name is rooted in your unique business mission, goals, objectives and positioning. We've found that a successful IT name should be bold, unique & linguistically evocative and should clearly differentiate your technology from your competitors. And remember that the name must support your firm-specific positioning objectives. (This is central to differentiating your firm from others in your marketplace.)
A strong technology business name (as a rule) should avoid narrow geographic or category references and work to create a long-term, self-sustaining engagement with your target market. You don't want to select an IT name that restricts your services or scope of practice should you expand.
Selecting a name that simply "describes" what your tech company does is an uninspired foundation on which to build your brand. Names like "Digital Support," "App Software," "Cloud Computing," and "Network Professionals" are all poor tech name choices because they are descriptive in nature and fail to conjure up excitement or evoke an emotional response that consumers will respond to.
There are three name types that you should consider when selecting a brand name for your tech firm.
Evocative brand names tap into consumer emotion. They contain a root word or element that conjures up a particular positive feeling. The sensation should be one of the core messages that you want to communicate.
In the examples below, the root word "sun" in brand name Pyrsun, conjures up a feeling of warmth and optimism. The root word "grow" in the brand name, Xygrow, evokes the feeling of development and growth. And the brand name "Quadrupling" taps into the sensation of exponential benefit.
Invented brand names may have evocative root elements, but the message communicated is usually implied rather than overtly stated. Instead of relying on a root word element to express a core message, wholly invented brand names rely on individual letters and letter interplay to communicate the message. These names don't necessarily have any inherent meaning, but they send powerful cues about a core message and generally have a next-gen cool sound to them.
In the examples below, the "V" and "Y" in Vyeco signal the message of innovation and the "ECO" communicates a message of sustainability and environmental authority. The 5 letter name Oxita, has no inherent meaning by itself. The "OX" element conveys a sense of strength and the vowel-consonant-vowel-consonant-vowel structure have a familiar and powerful cadence.
Intriguing brand names are provocative and highly memorable. They are designed to stand apart from the crowd because they are so different from all other names in an industry. Sometimes these names can be whimsical, like the brand name Blurped, below. Other times they can be eye-catching and entirely unrelated to your offerings, like the use of the name FirePup for a technology company.
The key characteristic of an Intriguing name is their unconventional use in a marketplace. So using the name CherryGlaze for a technology company is more provocative than its use as a supermarket glaze product.
Many successful technology names are blended words. Our etymologists research key industry specific words and linguistically combine. Examples of blended tech names include, Anatech (ANAlog TECHnology), Corel (COwpland REsearch Laboratory), eBay (Echo Bay Technology Group), LG (merger of two Korean brands, Lucky and Goldstar), MicroSoft (MICROcomputer SOFTware).
Consider how your tech company name sounds. We love cool sounding IT names. Say it out loud and listen to how it sounds. It should be easy to pronounce and sound comfortable when verbalized. You’ll want to consider the energy and excitement of the company name. It should be powerful, energetic, and roll off your tongue. The best names for a new IT company are clear when vocalized and easy to pronounce.
In most cases, a successful name for a business, product or service is short in length – usually fewer than 11 characters. (Can you think of an IT company name longer than 11 characters?)
The longer the name, the greater the chance for confusion, mix-ups and misspellings. And because all growth-driven firms must have an active on-line web presence, a typo or misspelling in a company name by a customer will send that buyer to another website.
Keep in mind how the name will look when it is communicated in written form. A great tech name should be easy to communicate and easy to spell. You’ll want to consider how the name will look on your letterhead, collateral material, website, advertising elements and on building signage.
In our global IT environment today, English has emerged as the clear language of choice – so your technology business name must be in English. A great tech business name should not contain hyphens. (Numbers, as a rule, shouldn't be a part of your name and only used if they rally make sense(like 9ineteen.com).
Special characters like !@#$^&*()+ pose a unique set of challenges and require careful planning and design to avoid consumer confusion.
The dot-com domain extension is the domain extension of business worldwide. Dot-net, dot-org and country specific extensions are significantly less desirable for a tech company name and should be acquired only as secondary extensions to the dot-com domain.
WARNING: Don't build your IT company around anything but the dot-com extension. We have a truckload of horror stories of tech firms that made this mistake. We've been called in years later to clean up their naming messes. The fix (after the fact)is complicated and usually very expensive.
Your technology company name and the domain name must be identical -- so you’ll only want to select a tech company name with a matching dot-com domain extension. (Google owns Google.com. GoDaddy owns GoDaddy.com. Facebook owns Facebook.com.)
When creating a cool tech company name for long-run success, it is important to consider the degree to which a name can be expanded. Your IT name should allow for growth and change in a marketplace and factor in industry changes and innovation.
Finding the perfect tech company name has never been easier ...
Check out the Technology & IT Start-up company name category list to the left CATEGORY. Be sure to take a look at the tech subcategories. 5 Letter Tech Names 6 Letter Tech Names Computer Business Names Electronics Business Names General IT Company Names Hardware Company Names Information Technology Names IT Service Business Names Online Business Names Programming Related Names Software Company Names Tech Start-Up Names Telecom Business Names
Just select a category or subcategory and browse!
You can also find tech company names that contain a keyword (or partial word) important in your business. Use the Search by Name function -- located at the top of this page. Simply enter any word or word fragment ... then click "GO!"
We hope this article was useful as your create a name for your technology company. We welcome your comments and suggestions. We are available to help you in your IT company naming activities. Our naming specialists can help you select the right name for your business. A cool tech name is just a call or click away.
Whatever your tech naming needs, we are here to help. Call Brandings® Brand Development Team today at 1-800-852-8900 (Toll Free USA) +1-702-803-6111 (Worldwide) or simply click here to contact our office via e-mail: firstname.lastname@example.org
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