One thing many entrepreneurs don't actually foresee when naming their new businesses is the impact in terms of logo design and branding. Obviously, I'm not suggesting that you should start by designing a logo before naming your company, but essentially, that you should mind these things during the naming creative process.
Naming Your Business With Logo Design in Mind
Whatever logo your company will use, must be as sophisticated as it needs to be to communicate the business core values, clear enough to be memorable and flexible enough to fit in a wide range of marketing materials. In other words, keep it simple. Whenever possible, also avoid using any kind of contraction or symbols in your name.
One rule of the thumb is to keep your company name to a maximum of two short words. Would you say is easier to create a logo for a company called ‘Coca-Cola' or another called ‘The Coca-Cola Company and Sons'?
Naming your Business with Branding in Mind
Branding, more than anything else, is the art/science of creating value to your company products or services. So, from a branding perspective, it's not only important that your name is very short, but it's also very important that is unique.
Actually, an original name is excellent for branding purposes.
If you choose a totally made-up name, such as something without a well-known meaning, don't worry, because with proper branding activities, people you'll start to associate your company name with the values you are promoting.
Coca-Cola is a name recognisable all over the world, but have you put some thought on the meaning of the words Coca-Cola? Don't be afraid to be creative when naming your business.
An original, unique and short name will not only be more memorable, which is essential in today's highly competitive market, but also will facilitate the creation of a powerful logo and brand. Keeping it simple and you'll be doing it right.