What-do-ya-ma-call-it?

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The right name can generate momentum in the toughest of markets, finding the right one is more important than ever. For any start up selecting a name for a business, a product or service can be agonising. So terrifying is the process of choosing a name that even top companies start acting like nervous new parents, changing their minds, acting on whim or following the latest fashion.

There's no doubt it's a tricky business. The right name can be the most potent element in the marketing mix. Words can conjure up powerful emotions and positive associations which your target audience can identify with.

And now there's even the science to prove it. Recent research carried out by the University of California demonstrated that brand names have a unique impact on the brain. Unlike other words, brand names are consistently represented with unique fonts and colours. Designed to evoke and express ideas, experiments have indicated that these names really do engage the 'emotional' right side of the brain. They work.

But what works best? Well, there certainly isn't any formula. But you'd be well advised to forget the awkward and instantly forgettable acronyms and give fashion a wide berth too. It wasn't long ago that the commercial world suffered an uncomfortable outbreak of made-up words, such Accenture, Centrica and Corus. No doubt they sounded good at the time too.

Top tips when naming names

Keep your eye on the future
Think big. You might be huge one day. Names that work well in a particular city or country may be less appealing in the wider world.

Make it a media star
Any name you choose will probably appear on a range of media from stationery to signage, to packaging, websites and mobile phone screens. Make sure it works.

What's your proposition?
Can you sum it up? For instance, the Carphone Warehouse is simple and descriptive. However, the idea of describing a business in the name assumes that a company name will exist without contextual support, which is impossible. Names which reflect the essence of a company have more potential.

Is it easily marketable?
Abstract names such as 'Orange' can work wonders but usually require big marketing spend in order to be effective. If you don't have the funds, think twice.

Don't make it difficult
You want the name to be different but don't shoot yourself in the foot with a name that is difficult to pronounce or spell (easy names are easier to find on the internet).

Fashion is fickle
Remember the latest craze will soon come and go but you’ll be stuck.

What does it mean in Mongolia?
If you expect to operate in overseas markets get the name checked out by reputable translators. Million pound marketing campaigns have come a cropper over this one.

Favourite
Personal favourites are just that. Run a short list of names past staff, customers or a focus group and find out what others think.

Decideonthebrandnamefirst.com
It won't be easy to come up with a name that works which also has an unregistered domain name. Decide on the brand name first. People will get to know a different website address