Incrementalist

August 12018

Naming your small business

2 tips, resources and pitfalls to avoid

This list has only just begun been created. If you have any ideas you'd like to add, you can submit a tip.

1

Make it Easy to Pronounce

Making sure the name of your business is easy to pronounce has some obvious benefits:

But there is another, subtler effect — It seems an easily pronounced name is considered more trustworthy. A study asked people to compare contradictory reports from two fictitious companies named "Artan" and "Taahhut." It found that people "gave much more weight to the report from Artan than to the report from Taahhut.1"

What's more...

"companies with pronounceable names do better than others for the first week after a stock is issued.2"

'Nike' is still battling with its pronunciation nearly 50 years later3. Learn from their mistake.

1. Thinking, Fast and Slow - Daniel Kahneman - Page 64 | 2. Thinking, Fast and Slow - Daniel Kahneman - Page 66 | 3. Nike is pronounced Nikey, confirms guy who ought to know - The Independent - 2 June 2014
2

Check for (NSFW) alternative meanings

You've come up with the perfect name for your business; printed flyers, bought the domain, registered your company, only to discover that it means poop in Portuguese.

This might seem far-fetched, but this happens all the time, even to big companies.

Luckily, some genius came up with wordsafety.com. It checks if your idea also means something rude in another language. It takes seconds to check and could save you lots of trouble down the line.

Again, this is a proto-list, it is still being developed. So, there's naturally not much content, but you can add some.

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