The Start-Up name does matter..

Naming is no doubt one of the most difficult hurdles one goes through in the early stages of a startup of any business entity. This is partly because it is not an exact science, and the process of name creation has never really been listed as an academic course in the common scholar curricula, and secondly, because it is really difficult to create and put forth a name that will morph into a brand, and maybe someday make it to the oxford dictionary. An example of an excellent brand name that made it right up to the Oxford dictionary includes one of the most recognizable brands ever created; Google, which has adapted as a verb that simply means “to use the Google search engine.”

As you have probably noticed, many startup names, especially the ones in the tech industry appear rather strange and weird on the first impression. For example, what did you think when you first heard about the then little website called Twitter? Admittedly, many people there mostly related the word to birds chirping. This is exactly what the name the creators had in mind, creating a name that made you think about it for a while, and then observing that the bird theme cuts across all through the site. Startups and name creation process is walking a thin line because you could very easily do it wrong and stick with a name that wont create the intended effect. However, if successful, a brand name vibe can easily self propel awareness and ignite the much-needed buzz.

So then, exactly how should a startup go about for coming up with an original and memorable brand name that will perhaps earn a pedestal among the great iconic brands?

The three most important things to keep in mind when creating a new brand name is first and foremost to focus on distinction. Be determined to coin a new word that has the potential to set your brand apart, because this has been known to help a business move up more quickly through the marketplace. Some brands take totally unrelated objects, and build the brand around them. A good example is Apple, Java and BlackBerry, Both are fruit-related, but when applied to technology, they immediately take on a new meaning that is both catchy and bold.

Secondly, the word you coin should be very simple and interesting. Some of the recognizable brands that have achieved this include Barclays (the bank), Playstation, and Victoria’s Secret.

Finally, the name should sound positive. The name yahoo and Sony are both light and easy, due to their nice blend of letters. Many startups have chosen to use the “-ster” suffix, that have been used in Flixster, Friendster, Napster, Dogster, Feedster, et al. This is a conventionally easy way that has been used to “show action.” From records, the most original use of the ‘-ster’ suffix can be traced back to 1936, when the Dempster brothers, a rock musical band that made a top hit based on syllables from their name “DEMPSTER” which has been derived from the word ‘DUMPSTER‘ – the commonly used industry term for a “standardized metal waste container.” With the kind hype this new word created out there, the brothers copyrighted the name.

Current brands like Facebook, Google, Twitter and YouTube which are there in our daily lives constantly have thus evolved and have become verbs unto themselves. Of these, only Google has successfully evolved into an Oxford identifiable verb, although it is highly expected that “facebooking,” “tweeting” or “youtubing,” will, sooner than we anticipate, earn a place in the dictionary too.

Fundamentally, a name can do a lot for you, It can add several dimensions to your business, and can make a great product become a more stronger brand, in the end.