You are now ready to create your business, even with few means: you have the idea, defined your target and your products and services, and you are already tired of calling your project “the project”. It’s time to baptize him. This step remains crucial insofar as this name will accompany you throughout the life of your company even if you can change it. We will have to defend it and sell it, so in a word, it is better to love it.
To begin, you must take into account that it must be consistent with the identity of your company, its values, its activity which name participates in the construction of a brand identity. So as much and go with methodology
1/ Establish a list of values, ideas, keywords…
The first step is that, well known to the founders, of brainstorming. Create a collaborative document, for example a Google Doc, which will allow you, with your associates and even your relatives, if they wish to participate in the baptism of your company, to bring together ideas without debate. If you are alone, this process can also be useful for organizing your ideas. You can divide this document into two parts, the first devoted to the values and keywords related to your company, the second with the proposals.
Thereafter, but initially, it will be a question of commenting on the ideas submitted and retaining the cells that are the most obvious or in-depth. For example, the company Beyond Croissant, had retained in values and keywords the terms “kitchen”, “welcome”, “conviviality”, “platform”, “connection”, “humor”, “quirky”, ” go beyond the clichés”, “unknown”, “travel”, “experience”, and had translated them into English (“home”, “travel”, “gathers”…) to determine whether certain terms already made it possible to interpret names.
Don’t hesitate to insert memories related to your company, song lyrics or names of artists you like, place names… You tastes, you magazines, certain brands can still inspire you and enrich these lists (we noted, for example, Kinfolk, Fourchette et Sac à dos, or Come home) and give personality to your future name, your brand.
You can then go further by associating the terms with the ideas retained, by presenting them with synonyms, by trying acronyms, thus going from “meet and eat”, “foodmate”, “my region”, “dinons! », « many of us » to « foodfellows » This document will serve as a framework for the following steps and for its enrichment as you reflect, as much by additions as by successive eliminations.
2/ Observe the sector
This is an essential step for each name idea likely to be a final choice: carry out a simple Google search to check whether the name or expression in question is not already used, even if only by a blog. Indeed, even before doing thorough research from a legal point of view, if one of the other uses it for a product, a service or a company unrelated to your activity, it is possible that this either for a good reason; On the other hand, if you leave it to be used only for a related or concurrent activity, it is not advisable to keep it. On the other hand, if a name or an expression is close to already been used and that seems to you a good choice, a track is designed perhaps.
These quick searches make it possible to rule out certain terms that are already used, or that you doubt will be difficult for future competitors to use. Finally, a quick market study allows you to know the names of your competitors. Do you like them? How do you want to differentiate yourself? Which could you have chosen? So many clues to feed your reflection. This step allows you to search for terms, in order to play on the discrepancy and the humor, which you above all make laugh.
3/ Check availability… and relevance
Following the first two steps, you should have obtained an initial list of potential names, with some favorites. The stage of the first tests around you can begin. What did I think of it, above all, your entourage, your relatives, your friends? Is it easy to remember? Can it be easily associated with your services or products?
This step is difficult, since as for many aspects to come in the life of your company, you are the final decision maker and you may have to fight for a favorite name despite an almost unanimous negative opinion. .
The feedback can be important because some names can be difficult to pronounce for a French speaker while English speakers immediately understand the idea (and vice versa). Note that brands like Abercrombie & Fitchet and Häagen-Dazs are unpronounceable and/or hard to spell and are not the most common brands in the world – this is also the reason for the “your name means nothing” objection. say “.
Many may find that your name does not represent your business, but it can be an interesting memorization and SEO strategy, especially if the target can be related. In short, remember to warn them more, defend your favorites, and do not hesitate to continue your research as long as your arguments do not seem decisive enough to carry your conviction.
4/ Legal protection
A Google search to check the availability of your name is largely insufficient, and with him reminds Cyril Gaillard, the stage of the preliminary search for activity classes is essential, and at least a search for the availability of the domain name (reserve it as soon as possible, with the maximum possible extension and wording – with or without a dash, etc.).
Don’t hesitate to match the corporate name of your company and your name, which constitutes a first element of protection, nor to add the domain name of your website above your Kbis.
Finally, the INPI website guides you through the steps of your department name and your logo in France and Europe and allows you the effect of these departments online.
Long live your brand!