Let’s start with the basics – let’s define the fundamental requirements that a good name should meet. It’s a bit like a paving job: if it is to be successful, we must plan the entire project in advance and have the necessary tools to carry it out. Finding a good name is often compared to design, except that we’ll be working with words, their spelling, their sound and their associations. So, what do we need to consider when designing a good name?
Theme
– the name should relate to your industry, though it doesn’t always have to do so directly
Optimal length
– a good name mustn’t be too long, as it will be harder to remember and read
Spelling
– remember that a name containing Polish characters, e.g. “ę”, “ą”, “ł”, will be impossible to register as a web
domain
. Ease of pronunciation
– the name must leave no doubt as to how it is pronounced; this applies particularly to foreign-language phrases
.
Originality
– it is worth ensuring your name stands out from the competition
Now let’s look at specific situations that may arise in the battle for a good name.
1. Mr Jan is setting up a company and is wondering whether it makes sense to use his surname in the name.
Of course, naming companies after the founder has a long tradition in various industries (e.g. Ford, Bosch, E. Wedel). A company name derived from a surname certainly builds a stronger bond between the owner and the business. In the eyes of the customer, it can also boost credibility – after all, someone who lends their own face to the company must be confident in their services. Of course, the surname alone won’t work miracles; it must be backed up by the quality the customer is looking for. What are the potential risks? Certainly, a surname that is too common or one that evokes negative associations. In that case, it’s better to look for an idea elsewhere.
2. Mr Andrzej came up with a brilliant name for his company, but noticed that there is another one with the same name, in the same industry, on the other side of the country. What now?
Well, unfortunately, it’s easy to be disappointed, because our brilliant idea wasn’t all that unique after all… It’s worth checking your shortlisted names straight away in a search engine – that’s the first and simplest way to verify them. If you’re operating locally, a company with the same name on the other side of Poland doesn’t have to be an obstacle – you’re unlikely to get in each other’s way. However, there may be a problem registering an attractive, simple domain name, as it will simply already be taken. And that’s the advantage of an original name. Brukarzu, remember also that your company’s name and logo are part of your intangible assets, which are worth protecting. This is a task for a patent attorney, whom you should contact to register the name and/or its word and graphic version. It involves a certain cost, but you can be sure that your logo or original name will not be used by competitors.
3. Mr Paweł can’t think of a name for his business – what should he do and who should he contact?
Everyone has their own speciality – you don’t have to be both a paver and a master of advertising creativity. Before you give up, however, have a brainstorming session with your colleagues, friends or family. Sometimes a really great idea comes up during spontaneous get-togethers. If that fails too, though, turn to the experts who create brands for a living. Set out your expectations to them, tell them a bit about the industry you’re in and about your competitors. Of course, any professional service costs a bit, but in return you’ll be assured of a professional job.
