Why Better Safe Than Sorry Is the Golden Rule of Naming.


Many describe their company as their “baby”. An overused metaphor for sure, but people like it for a reason. It is about something you truly cherish in life, something that requires all your attention and time.


Even if you don’t have a real baby yourself, you’ve probably experienced how difficult it is for parents to find a name worthy of their little prince or princess. For some, the process becomes a nightmare and it can take years before the kid has a name. However, that amount of time is a luxury you do not have as an entrepreneur. In business, there is always a deadline, so you simply must find that perfect name. And as always, you need it yesterday.


This kind of pressure is often the reason for creative meltdown. Therefore, we have put together a small survival kit that can facilitate your decision making. Return to this checklist each time your head starts spinning. Put each individual contender to the test and immediately eliminate all names that don’t pass the filter. A qualified guess is that the ones you like the most will be the first to go …


  1. Is the name unique?

Literally, that is. Ideally, no one else is called the same thing, anywhere on Earth.


  1. Does the name stand out?

Good names are supposed to challenge the status quo. Exactly what that means depends on what business you are in. Dare to stand out, but do so with style and thoughtfulness. To provoke for the sake of provocation is just tiring.


  1. Will the name work on your key markets?

A good name works both linguistically and culturally. If the target audience is confused, you might want to reconsider your choice of brand name. “But how do I know beforehand what works?” Through business intelligence and testing with potential customers!


  1. Does the name reflect your brand positioning?

A name for a premium product should never scream “low price” and vice versa. Self-awareness is of great importance when choosing a brand name.


  1. Is the name legally and linguistically sound?

Being sued for trademark infringement is no fun. And finding out that your name means colon cleansing in Mandarin just in time for the Chinese expansion isn’t great either. For you, that is. Others may find it hilarious.


  1. Most important of all – does the name reflect your company soul?

The name should reflect who you are, not what you do. Descriptive equals limiting.


Did you panic before you got to tip no 1? We are happy to help with the entire naming process!


Katarina Nilsson – CEO