Subscribe to Entrepreneur for $5
Subscribe

Total Recall

What's in a name? Plenty, so here's how to choose one that stands out.

By
This story appears in the February 2007 issue of Start Up.

How can you create a memorable business name? We asked marketing expert and creativity consultant Sam Horn, whose newest book--POP!: Stand Out in Any Crowd--explains how to be memorable.



Entrepreneur: Where do you start when coming up with a business name?

Sam Horn: If [you] want to go from "generic" to "genius," write down [your] core words. Describe what [you're] offering. What are its functions? What are its attributes? What are its strengths? How would you explain to someone what the product or service does for them? [Take] two of its benefits, two of its functions or two aspects of its appearance, and put them together in a trademarkable term that can become your business [name].

Those are the core words. Then you can run those core words through different exercises. For example, you can make it alliterative, like the product name Java Jacket.

Continue Reading With an Entrepreneur Subscription Now 40% Off—Use Code SAVE40

Become a member to get unlimited access and support the voices you want to hear more from. Subscribe to Entrepreneur for just $49/year $29/year.

Not ready for an annual subscription?
Get 3 months free with code ZENDESK

Presented by zendesk

Not ready for an annual subscription? Get 3 months free with code
 ZENDESK