Neutral words for company names. How to name a company so that it is successful: recommendations for business owners

What should be the name of the company - the first difficult decision for a novice businessman. The Secret has collected tips to help you choose the right name for your startup and turn it into a successful corporation.

Don't get carried away by the concept

“You don't need a big idea for your name. You need a name for your big idea,” says Archer Malmo chief creative officer Gary Backauz. If you have to constantly explain to people what your name means, it is not good. For example, can you guess what the Throw Hog company does? If you have thought about an online ordering service, then the founders of the company are on the same wavelength with you.

It is better not to hide behind pretentious and complex names. When Richard Branson and his team came up with the name of their company, one of his employees suggested: “How about Virgin (English “virgin”)? We're new to the business."

For companies that provide services to individuals or produce consumer goods, names by the name of the founder are good - they inspire more confidence, since a specific person guarantees the quality of products (for example, Tinkoff, Korkunov, Dymov).

Think about letters

“Don't forget the alliteration. Lululemon, TED Talks, Coca-Cola and even Kim Kardashian - all these brands (and people) have understood the power of alliteration and staked out a place in our memory,” advises Deborah Sweeney, CEO of MyCorporation. Kodak founder George Eastman went further - he believed in the success and effectiveness of the consonant K so much that he certainly wanted to use it in the name several times. In 1892, he tested several options and chose the one that had been around for more than a hundred years.

The shorter the word, the better it is remembered. When people pass by your store in a car, they only have a few seconds to catch their eye on the word on the sign.

When choosing from several options, give preference to those that begin with the first letters of the alphabet: in some list, readers will see your name before competitors. Names that are easy to turn into a verb are effective: think of Google and “google” (google it).

Refuse abbreviations - they are hard to perceive and do not carry meaning. “Yes, IBM and 3M are doing well with acronyms, but these are multi-billion dollar companies that have been around for decades. Before you make billions, choose a more interesting name, ”advises Yanik Silver, author of the book“ Maverick Startup ”.

Test on the target audience

When out of hundreds of options (namely, that’s how many branding and naming agencies sometimes offer a client) there are no more than ten left, it’s time to start testing. It is better not to ask friends and acquaintances - they probably already know something about your product, fresh impressions are needed. Focus on the target audience.

Don't ask if survey participants like the name. “People tend to instinctively reject everything new and unusual. When respondents are directly asked what names they like, they choose the most descriptive or similar to existing ones,” explains naming guru, head of Operative Words agency Anthony Shore. It is better to say that the brand exists and present it in a real context: for example, on a product packaging or a website with its image. You need to ask people to describe their associations to see if the name matches the idea of ​​the product.

To check whether the future brand is easy to remember, you can do this: offer survey participants several options, and after a week ask which one they remember.

Check who is already using your brand

No matter how original the idea may seem, surely someone has already come up with it before you. Look for the invented name on the Internet, in Rospatent, on the website of the Federal Tax Service or using specialized services (for example, Znakoved).

Remember that there are names that are not subject to registration as a trademark: for example, the names and pseudonyms of famous people, generally accepted terms (FAS, Research Institute, Central Bank), commonly used words (bread, milk, notebook). A complete list is contained in the Civil Code of the Russian Federation (part 4, chapter 76, article 1483).

Protect yourself from competitors

To save yourself from subsequent disputes over a name similar to yours, it is better to immediately register several related trademarks for yourself. So, the producer of dumplings "Sam Samych" registered the mark "San Sanych". “Fantasy and foreign-language names are much more successful in this sense - IKEA, Zewa. If your product is called “Merry Mushrooms”, everyone can freely register “Good Mushrooms”, and “Good Zewa” is already less likely,” explains the director of Z&G. Branding Vladimir Zholobov.

Be mindful of entering new markets

Before you start promoting your brand in a new market, register it in another country. Don't forget to check the name - competitors may have taken it away already. “A lot of our clients come with complaints that they meet Chinese products with their own labeling, which are sold all over the world, except for Russia,” says Vladimir Zholobov.

Sometimes, in order to enter a new market, it is better to come up with a different name, and we are talking not only about other countries, but also other regions. For example, when the Orenburg company Cheryomushki, which produces plastic windows and stretch ceilings, decided to enter the federal market, it needed a more European brand. Agency Z&G. Branding developed the name Behagen (German for “like, please”), as German products are associated with reliability. The company entered the Samara market, six months later, Muscovites offered it to work on a franchise, and then completely bought the brand.

When it comes to entering the international market, it is worth checking if your name sounds strange or indecent in another language. So, the Japanese drink Calpis is sold in the US and some English-speaking countries under the Calpico brand, because the original name sounds too similar to the phrase cow piss (eng. "cow urine").

It's never too late to change your name

If you understand that your name is not very sexy, you should not wait - the problem will not be solved magically. Founded in 1902, the Minnesota Mining and Manufacturing Company decided to change its name for almost a hundred years: it wanted to position itself as an innovative company, but its name suggested something old and boring. In 2002, the company finally found a simple solution and became 3M (post-it and Scotch maker).

The question of how best to name an LLC is very relevant today, because this is the most popular form of business. The commercial orientation of the company predetermines that its name should be pleasant to the ear and well remembered. It is important that it does not scare away potential customers.

About how and why to name your company, and will be discussed in this article.

Legislative aspect

First of all, when choosing a name for an organization, you need to take into account the legislative aspect. It is established that any LLC must have two officially registered names: abbreviated and full. The first is used in internal workflow, the second - when filling out official documents.

For example, the full name of the company may be like this - Miss Kiss Limited Liability Company. In abbreviated form, it will turn out to be Miss Kiss LLC.

The full name must be written in Russian. It always begins with the words "Limited Liability Company". In the abbreviated name, the use of a foreign language is acceptable, which is relevant for companies engaged in international activities. But such a name must be registered with state bodies, otherwise it will not have legal force.

What is the name of the organization?

When choosing a name, one should take into account a number of prohibitions that the current legislation establishes:

• The name cannot contain obscene language, as well as words that are associated with discrimination of any part of the population.
• It is unacceptable to include in the name of the organization the names of states, both full and abbreviated. For example, you cannot give a name that includes the concepts "Russia", "Russian Federation", as well as any other words with the root "ros". So, in order to name the organization Rosmontazh, you must first obtain permission from the Government of the Russian Federation. This is a long procedure for which you need to pay a fee. in the amount of 10,000 rubles.
• You can not use the names of cities and subjects of the country in the name. For example, to choose the name "Rostov-telesystem", you must first contact the city authorities and ask them for official permission. Even if a company with that name is registered (as a result of a notary's mistake), local or regional officials can subsequently sue it, and the law will be on their side.
• You can not use the names of intergovernmental and international organizations, as well as foreign states.
• It is forbidden to include in the name in Russian abbreviations that are used to designate foreign organizational and legal forms.
• You can not call LLC a word that very much resembles the name of an already existing brand. This is a violation of copyright law.

Failure to comply with these prohibitions can lead to serious problems. These are lawsuits and litigation that will require nerves, time and money. In addition, a ban may be imposed on the use of the name, and thereby the legal entity will lose an already advertised brand.

These are legislative aspects that cannot be ignored when choosing a name. But there are certain prohibitions dictated by marketing. The company should not be called complex, dissonant and hard to remember names. In this case, it will be very difficult for her to break into the market. It is also better not to call the company with a human name, because it will be difficult to sell it later.

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• Using your first or last name, as well as the names of close people. For example, the Mercedes concern was named after the daughter of its owner. This is a simple decision, lying on the surface, but not the most correct: such a company is often difficult to sell. However, if the surname is consonant with the type of activity of the organization, then this option can be considered.
• Reflection in the name of the direction of the company. The title should contain words that will cause customers to associate with your activity.
• The use of abbreviations. This is a great replacement for cumbersome names consisting of several words, the meaning of which is not always clear to customers.
• Reflection in the name of the concept of the company. For example, for a company that specializes in fast transportation of customers, the name "Taxilet".
• Reflection of the values ​​of potential consumers. For example, the Fashion Breeze store will attract those customers who like to follow the latest trends in the fashion world.
• Use of a regional feature in the name. So, potential buyers will immediately understand in which region the company "Samara-windows" Can install double glazing.

If the direction of the organization's activities has not yet been determined, then it is best to name it with one bright and sonorous word that will evoke pleasant associations in the target audience. Very often, humor is appropriate, and an unusual combination of words in the title can attract the attention of buyers, for example, "Blue Orange".

The name of the company should be simple, one that is easy to remember and does not need to be asked a huge number of times.

If people do not understand the meaning of the name, then this causes them negative emotions, which is by no means good for business. But a company with a pleasant hearing and an easy-to-pronounce name has every chance of becoming successful in the market.

A very interesting step is the use of wordplay in the name. For example, the name of the well-known fast food cafe “Kroshka Potato” is very cute, makes you smile, and customers of the establishment like it very much. Just do not use puns in the name - this is a risky step, because words misunderstood by the consumer can undermine the authority of the company.

And finally, do not imitate well-known brands. This does not lead to anything good: you can expect litigation and spending on lawyers. And the saddest consequence is the loss of the good name of the company.

Some helpful tips can be found in the following video:

A few good examples

Construction

When choosing a name for a construction company, it is important to emphasize its reliability and stability. Speed ​​is an important point, but in this case it cannot be the main one, so the emphasis should be placed on high competitiveness.

Good name options CityStroy, Stroy-Alliance. They emphasize quality and stability and make you want to turn to this particular contractor.

Transport companies

For the clients of these companies, such components as speed and safety of cargo are especially important. They should be emphasized in the title. For example, for a taxi service, names are ideal "Teleport", "Just in Time".

For a company that is engaged in cargo transportation, the names will be optimal "BystroTrans" or "TransService".

Trade organizations

Today there are a lot of different outlets, so in order to attract customers, you need to use bright, biting and catchy names. Most often, when choosing words for the name of trading companies, they proceed from the following factors:

• Product range ( Business clothes, Down jackets, Products etc.);
• Goods quality ( Elite, Glamour, Extra, Economy);
• The target audience ( Madame, Fashionista, Egoist etc.);
• Point of sale scale ( Bazaar, Hyper, Floor etc.).

These words can be combined to create a unique and memorable name.

travel companies

The names of travel agencies should evoke associations with great pastime, joy, and pleasure among customers. Do not forget about reliability. Excellent naming options "Sunny Island", "Paradise", "Sea Breeze" and others.

Catering enterprises

When choosing a name for such an organization, it is necessary to take into account its concept and menu features. For example, a simpler name is suitable for a sushi bar. "Delicious sushi" or name in "Japanese" style - "Oki Doki". For a coffee shop, the name will be optimal "Cappuccino", for an oriental restaurant - "1001 Nights", for a sports bar - "Favorite" or "Bid".

The name of the LLC is a very important aspect, because it is the "face" of the organization, forming the first impression of potential customers. Therefore, when choosing a name for a company, it is important to take into account the requirements of the law, the laws of the market and the psychological characteristics of the impact on the target audience.

The name of any organization or firm is its calling card.
Without even knowing the specifications of the enterprise, a potential client can form quite stable associations and impressions based on its name alone. The name of the LLC should be sonorous, memorable and at least partly hint at the profile of the organization.

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Assigning a company name during registration

You need to think about how to properly name your company even at the stage of its registration, and this process itself is regulated by fundamental regulations.

Regulations

The main documents that should be followed when choosing a name for an organization are:

1. Federal Law No. 14-FZ dated 08.02. 98 "On Limited Liability Companies";
2. Civil Code of the Russian Federation.

The basic rules for determining the name of an LLC can be determined by the following list of requirements:

• the name must indicate the legal form of the company;
• it is possible to use in the name of the company foreign borrowings indicated in Russian transcription;
• it is possible to use in the name of indications that the enterprise belongs to the Russian Federation or its constituent entities;
• the inclusion of the words "Russian Federation" or "Russia" in the name itself is allowed only with special permission;
• you cannot use company names that are identical to the names of other legal entities, or confusingly similar to them;
• It is unacceptable to use designations that are contrary to the principles of humanity, morality and public interests.

How can you name the company?

There is a whole branch of knowledge, techniques and methods aimed at the optimal choice of brand names - naming. Based on many years of development and practice of specialists in this area, a number of points have been identified that can be followed when choosing a name for a company.

So, naming suggests:

• Choosing a company name based on the name of its owner. This is the easiest way that does not require special ingenuity. The firm can be called by its own name, surname or even initials, or using the names of relatives. For example, the Mercedes concern got its name in honor of the daughter of its owner.
• Inclusion in the name of the name of the main product. If the company will produce windows, then maybe it is worth starting from this word, adding a consonant addition to it, something like “Window-Grad”.
• Definition in the company name of its main concept. For example, a Taxiplane will very accurately express the idea of ​​​​its owner - a taxi with a fast transportation of customers;
• Using a regional approach. Allows you to express in the name of the organization its geographical location: "Astrakhan windows".
• The use of abbreviations for better memorability and easy perception of the name. By shortening long and boring names, you can get more sonorous names, for example, PID - “Ceilings and doors”.
• The introduction of foreign words into the name. Originality and adherence to Western traditions can be brought to the name by such words as "Promotion", "Corporation", "Food" and other sonorous words in English.
• Activation of fantasy. If the owners do not have a lack of it, then the choice of names for an LLC can be simply inexhaustible.

Prohibited names

In fact, all techniques and phrases prohibited in naming are reflected in the relevant articles of the Civil Code:

1. It is impossible to use the names of states in the names of companies, including abbreviations;
2. It is unacceptable to use the names of any power structures of the Russian Federation and their subjects;
3. It is forbidden to use the names of other international, intergovernmental and public organizations;
4. The use of obscene, obscene, immoral words and expressions in the name of the LLC is excluded;

It is unacceptable to create names that are too closely reminiscent of already existing brand names (protected by copyright law).

If these rules are not adhered to, then the owner of the organization may be subject to serious lawsuits and claims, which in the end will result in large financial losses for him and prohibitions on the further use of the chosen name, and hence the loss of the already promoted brand.

Choosing a name for an LLC (examples)

Choosing the name of your company, you should proceed from its specification. Of course, the name of a grocery retailer can be very different from the name of a construction or law firm. Therefore, here too, naming specialists presented a number of recommendations to entrepreneurs.

Video about choosing a name for an LLC

There are several main styles of company names and trends:

• standard– cases where everyday, simple word forms are used in the name of companies;
• different- when rare or infrequently used words or expressions that have a special meaning are used in the name of firms;
• obvious- cases in which common names of objects are used in crosshairs, which make it easy to determine its direction of activity by the name of the LLC;
• fashionable– are more used in tech companies that follow all the trendy technologies and choose their name from their name.

Below, options will be offered on how to name the LLC company in accordance with its main direction.

Construction firm

When choosing a name for a construction company, it is best to focus on its reliability and emphasize competitiveness. The requirements of clients to developers are quite simple: the quality and time of construction work must meet all the necessary standards.

There are quite a few examples: Domostroitel, StroyDomService, StroyKo, Your Home, Megapolis. But do not overdo it in an effort to emphasize your own uniqueness.

Such a name as MigDomStroy may be associated by customers with the low quality of construction work due to the emphasis on the speed of their production.

Trade

There is no shortage of retail outlets today, perhaps nowhere. Therefore, the name of the store, whether it is the sale of food, clothing or technology, must be given accurate, attractive and memorable.

When choosing a name for a company, you can proceed from various factors:

• by product range: Shoes, Clothes, Wardrobe, Down jackets, Trousers, Stockings, Food, Food, etc.;
• according to the scale of the assortment display: Giant, Bench, Bazaar, Floor, Enfilade, Island, etc .;
• according to the quality of the offered goods: Premium, Extra, Elite, Glamour, Queen, Budget, Economy, etc.;
• according to the relevance of product groups: Squeak Fashion, Second Hand, Fake, Season, Boom, Fashion;
• by gender and age of the audience: Miss, Madame, Fashionista, Children, Baby, Drive, Cavalier, Macho, etc.

These groups of names do not exhaust the possible options.

Names can be mixed and matched to create meaningful names that match the LLC's profile.

Even a simple grocery store can be named in such a way that remembering it among many similar companies will not cause difficulties for any fleeting customer.

Transport, taxi and cargo transportation

It is better to give companies with such a profile a light, memorable name. It is precisely the quality of the speed and safety of the delivered cargo that is important for all consumers of transport services, whether it is the transportation of people or building materials.

For a taxi service, the following names can be very sonorous and quite meaningful: Derby, Fast and Furious, Drive, Mustang.

For companies engaged in cargo transportation, the prefix "Trans" will give an obvious semantic load: TransService, Auto Trans, BystroTrans, Regional Transport Company (RTK).

Often they use the prefix, suffix or ending "Auto" in the name of such companies: AutoForward, FavoritAvto, MoscowAvtoRulevoy (MAR), etc.

Catering enterprises

When opening a catering enterprise, when choosing a name, they usually focus on its concept and catchiness of the name. Some names are suitable for a coffee house, others for a bar, and others for an elite restaurant. In addition, it makes sense to take into account the main menu card offered in this institution.

So, companies that present their customers with a large selection of sushi dishes should be given a name that will include this word: ears bar, Sushi restaurant, Tasty sushi.

The coffee house will attract its client with such names as: Cup, Mocha, Cappuccino. A cafe with an oriental slant can be named after the fairy tale of the same name "1001 nights".

The sports bar will become memorable with sonorous names Bet, Favorite, classic dining establishment – ​​significant Tavern, Break or, for example, by the name of the owner - Uncle Kolya.

LLC for the construction of oil and gas wells

Such companies often have their own industry prefixes, such as:

• "oil",
• "gas",
• "those",
• "oil".

The names of such firms do not shine with a special variety, but even here you can turn on your imagination by naming your brainchild in a more original way: GasOilResource, OpenOil, Storms and Swing, Pathfinder, etc.

Medical organization

In order to evoke the right associations among consumers of services, it is customary to give various private medical offices or centers two-syllable combinations: the first part of the name usually indicates the field of activity of the company, and the second - its specialization. For example, Clinic Dentist or Medical Center Pediatrician.

Such firms are usually targeted at an audience that is more or less dissatisfied with the quality of free health care and has sufficient funds to provide themselves with a first-class medical service.

Examples: NeBoleika Clinic, Hippocrates Medical and Diagnostic Center, Health Center.

Law and consulting firms

Law firms usually position themselves as centers with highly qualified specialists in the field of jurisprudence, capable of solving any problem both in the field of servicing legal entities and individuals. The name of such firms must be strong and unshakable: Advisor, Themis, Standard, Partner, Navigator.

For consulting and recruitment agencies, emphasis is also placed on the professionalism of the staff.

It is also allowed to use word forms that reveal the direction of the work of such companies: Freeze Frame, Governor, ConsultPlus, Guide.

travel companies

It all depends on the specialization of the agency. If this is mainly a beach holiday, then the name of such a company should be associated with the sea, sun and sand - Sunny Beach, Paradise, Sea breeze or concise Sun Beach.

If the travel agency is more focused on organizing sightseeing trips, then in this case it is more convenient to use word forms associated with geographical discoveries or features of various countries - Columbus, Almanac, Traveler, Oasis.

The most common prefixes for complex names: T ur-, travel-cruise-, line-etc.

car service

Almost any company that distributes spare parts or provides car service, car wash, tire fitting, etc., cannot do without a weighty and meaningful “car”.

But even here you can experiment and offer euphonious variants of names: Autoleague, Inter-Auto, Autonomy, Authority. Names such as Pilot, Phaeton, Engine, Helmsman, TuningClass.

Furniture manufacturing

An active start of a furniture manufacturing company will give an idea of ​​its target audience. If a company specializes in the creation of luxury furniture, then this gives every reason to use such prefixes as “elite”, “vip”, “exclusive” in its name: EliteStyle, ExclusiveMebel, VipStyle.

For a company whose specialization is the production of furniture of certain styles, such names as: Rococo House, Baroque Style, Empire House, Renaissance Classic.

They will attract their client and such names as 12 chairs, Wood, Papa Carlo, Stool.

Neutral names for diversified businesses

If it is planned to create a diversified company covering several areas, then it will be more successful to choose a neutral name that does not cling to any one narrow profile.

Curiosities associated with the name

Not all naming creations have been successfully used on the world market.

For example, the well-known company General Motors at one time could not promote Chevy Nova cars to the markets of South America. But it turned out that in Spanish "no va" means "will not go." Sales bounced only after this car model was renamed Caribe specifically for the Spanish-speaking market.

The question of how to name an LLC is a very serious one. Simply put, how the ship is named also depends on how it sails.

And speaking specifically, the name of the LLC refers to a marketing tool, and there are known cases of changes in the financial condition of the organization after changing its name.

In addition, the business card of the company - its name, should evoke positive associations and impressions among consumers and others. Especially if customers are still not familiar with the company.

Gone are the days when the same signs hung on all stores; in times of competition, choosing a company name requires a special approach.

Basic rules for choosing the name of an LLC

How to choose the name of a firm or company, based on the laws of the Russian Federation?

The Civil Code, Article 1473, part 4, confirms that a legal entity must choose an individual name, reflected in the main documents of a commercial organization. It must be registered in the Unified State Register of Legal Entities.

There are certain rules that explain how to choose the name of the organization. Violation of the conditions for choosing a name may result in refusal of registration in the register.

Rules for the formation of the name of a legal entity:

1. There should be a reflection of the legal form, for example, CJSC or LLC.
2. If it is composed of Latin, English or any foreign words, there should be a variant of the name in Russian.
3. There is a restriction on word combinations with parts "Mos" or "Ros" that are derived from "Moscow" or "Russia". Permission is required to use them.
4. There should not be coincidences with the names of various departments, law enforcement agencies and ministries.

The LLC sign must be memorable and resonant. It is desirable that it be associated with the profile of the organization.

Note: invented phrases must be based on Federal Law No. 14 of the Civil Code, adopted on February 8, 1998, describing the requirements for limited liability companies.

How to name a company

How to come up with an interesting, memorable name? Even customers will be happy with a simple and pleasant name of the organization, it will serve as an advertising tool.

How to choose the right brand name?

An easy-to-pronounce, positive-emotion sign can:

1. Be related to the product, but do not describe it.
2. Consist of the surname of the owner and the prefix K +, or his name. Although it is possible that in the future a situation may arise when it is necessary to change the surname or name. Of the well-known, there is a concern "Mercedes", bearing the name of the owner's daughter.
3. Display the concept of the organization, for example, "Windows - home".
4. Be an abbreviation of initials or objects, e.g. "OiD" means "windows and doors".
5. Be original through the use of sonorous foreign words such as "Corporation" or "Promotion".
6. Include characters from history or Greek myths, such as the Perseus pool.
7. Be compiled according to Feng Shui, harmoniously combining symbols and positive meaning.

Lucky titles should not have a time frame, they are aimed at the future prosperity of the organization. For example, "Sport - 2001" will not be relevant in 2018.

It is worth noting: do not look for a list of free titles. If the name matches the one already listed in the Unified Register, your organization will differ in registration number. Therefore, name your company whatever you want, but within reasonable limits.

How is it forbidden to call an LLC

The main condition that must be observed when choosing the designation of an organization is the inadmissibility of designations that violate the principles of morality, public interests and humanity.

Prohibited use:

• patented names, there can be no second "Adidas";
• full or abbreviated names of any state;
• names of bodies related to state power at any level;
• profanity, slang, obscene words;
• complex words and words that have a negative meaning;
• hackneyed phrases and patterns;
• full or abbreviated names of public associations and international organizations.

Consider: if you want to add a part of “Ros” or “Mos” to the name, you must obtain permission from the Interdepartmental Commission, where you will need to pay a state duty of up to 50 thousand rubles.

Permission to use the words "Russia" or "Ros" is obtained if:

• the organization has representative offices in the territory of the constituent entities of the Russian Federation, occupying half of the country;
• the organization is considered a large taxpayer, according to the legislation of the Russian Federation;
• the company plays a leading role in the market for a particular product.

The use of the word "Moscow" is justified by the Decree of the Government of the capital No. 147, issued on March 27, 2015. It discusses the order in which the state symbols of the capital can be used.

Violation of certain rules for composing the name threatens with legal claims and lawsuits that may result in bans on this name and financial losses.

Examples of beautiful company names

Creative LLC names can be obtained from naming agencies that can be contacted online. The options proposed by them can be very different, the main thing is that they be happy.

And experts select them as they like, sometimes just alphabetically. For example, listing beautiful words with the letter "A".

However, their services will not be free.

Construction

Brand names for construction companies can be justified by the reliability, trust and competitiveness of the organization.

Construction company name options:

• "Uyutdom";
• "Your home";
• "Build House Service";
• "In order" and others.

Here you need to be very careful. Clients are unlikely to believe that the builders of Mig Dom Stroy can build, for example, a medical center with high quality and on time.

Trade

Trade objects need to be decorated with memorable and accurate signs, rich, reflecting the type of activity of trading companies:

• assortment of purchases - "Books", "Stockings";
• the scale of the display of goods - “Lavka”, “Bazaar”;
• product quality - "Budget", "Extra";
• the relevance of the types of purchases - "Second Hand", "Fashion";
• gender and age characteristics of buyers - "Modnik", "Cavalier", "Madame".

Transportation

Brands of transport companies should stand out from competitors.

Their names may be:

• using English words, for example, artway - translates as "road with art";
• with the union of the initials or part of the owner's surname with the prefix "trans" or "auto", for example, "AlexTrans";
• with the association of transportation, road, speed, for example, "Trajectory";
• using the abbreviation BNK, which stands for Speed, Reliability, Quality.

Examples of the names of companies engaged in cargo transportation are Avtotrans, Transservice.

For taxis often use - "Mustang", "Fast and Furious".

The prefix "Auto" is widely used, for example, "Favorite auto".

Furniture organizations

The names of furniture enterprises can be justified:

• creation of elite furniture - "Vip Style", "Elite Style";
• production of furniture items of certain styles - "Empire House", "Baroco - Style";
• using cool popular words - “Stool”, “Papa Carlo”;
• the presence of style and luxury - "Furniture Style", "Prima - M".

law firms

Such organizations have weighty and unshakable names: "Partner", "Advisor", "Themis". Such brands create an opinion about the high qualification of the company's employees who are able to solve any legal issue. The best of them achieve high goals.

Tourism

Brands in tourism depend on the specialization of the company.

For a beach holiday suitable: "Sea Breeze" and "Sunny Beach".

In the presence of sightseeing trips - "Oasis", "Columbus", "Traveler". Prefixes "Cruise", "Travel", "Line" and "Tour" are common.

Neutral names are given to companies with a diversified business, those that do not cling to any profile. For example, a historical name or the name of a mythical hero.

If you do not consider yourself an idea generator, you cannot come up with an original and successful name for your company, then re-read the article and the answer will come by itself. Good luck!

Watch a video that gives practical advice on how best to name an LLC:

The name of the company is an integral image element of any business. Many entrepreneurs, when registering a company, do not pay due attention to this issue: they have more important activities, and coming up with a name is not a problem. As a result, almost every city has its own "Aphrodites" and "Worlds of Windows", and sometimes several companies with overlapping "original" names. Meanwhile, the name is a person, a part of the brand, which should be associated by customers with a specific manufacturer, service, store. It is advisable to think at the stage of developing a business idea how to name the company so that it is successful.

How to choose a name for a company

Uniqueness is an important, but not the only criterion for naming a company. Marketers have developed a whole set of naming rules - the process of creating names for companies and their products:

1. “Brevity is the sister of talent” will also come in handy in the case of a company name: it should be concise for easy memorization and recognition by potential and existing customers. A word of one or two syllables is preferable to a long compound name.
2. When choosing a name, think about your customers - whether they will be comfortable using the phrase you have fantasized about. It should be easy to pronounce, not cause doubts about the stress, fit well to the ear, have an unambiguous spelling. If you decide to use a non-existent word, do not be too smart: test it for the adequacy of perception.
3. Avoid ambiguous expressions and words that cause negative associations. An example of not the most successful use is the word "escort" in the name of a taxi service.
4. Look into the future: if there is a possibility of developing a business to an international level, the name should be “user friendly” for foreign clients and partners. How to name a company so that it sounds good in different languages ​​- take a word with an international root. Be sure to check its value in the countries of your future market. A good option is fictitious words, abbreviations.
5. Try to distance your name from the names of competing companies, avoid resemblance to well-known brands.
6. It will be great if the name of the company will have at least some relation to the profile of its activities or be neutral.

How can and how not to name a company

Before gushing ideas about how to name an LLC, do not forget that in addition to the “creative” component in the name of commercial organizations, there are legal nuances.

1. If you intentionally or unknowingly "take" someone else's name, properly registered, you risk getting yourself into big trouble. In large well-known companies, all branded elements are patented as trademarks, and this is copyright infringement on your part.
2. A name that looks suspiciously like a competitor's name can also land you in court. The concepts of identity and degree of confusion, which civil law operates in this case, do not have a clear interpretation. Therefore, the question of originality or borrowing of your "notion" is decided at the discretion of the judge.
3. "Mere mortals" are not allowed to name their companies using the word "Russia", the mention of the subjects of the federation and authorities, the official names of foreign states, international and public organizations and derivatives of their names.
4. The name of the company should not be offensive, obscene, violate legal and moral standards.
5. The name of the LLC should not be misleading as to the scope of its activities.

In addition to these "forbidden" tricks, the rest of the fantasy in creating names is not limited by anything. In naming, there are many ways to form unique names, the most common of them are:

1. "Mercedes", "Ford", "Heinz" are the most famous examples of names showing how you can name a company using proper names. The names and surnames of the founders of companies, their families, lovers are immortalized in the history of many famous brands. You can do the same, but remember about uniqueness: it will work great if you have an unusual name or your last name can be played in an original way in the title.
2. Mention of the field of activity. Compose the name of the company from the words that characterize the goods and services that you offer (“furniture”, “auto”, “build”). Marketers recommend avoiding words in compound names that are oversaturated with naming: “super”, “ultra”, “plus”, “express” and others.
3. Acronyms, hybrids, abbreviations. You can take several words and make an abbreviation out of them, cut out and “glue” parts of words, cut off the ending, etc.
4. Transcription from other languages. From foreign words written in Cyrillic and adapted to the Russian "ear", bright and memorable names are obtained.
5. Pure creativity. Just make up your own word. The name that does not carry meaning and does not even remotely hint at the scope of activity has a right to exist if it sounds good and attracts attention.

Naming: professional approach

It is important for an entrepreneur not so much to find a “beautiful” name as to figure out how to name the company so that it generates income. A well-chosen name is a full-fledged marketing tool: it helps positioning and recognizing the company in the market, promoting the offered goods and services.

In order for the name to be not just a “sign”, but become a brand that works for you, you need to do a lot of work, which in marketing is called naming. The process of creating a trademark, the company's motto begins long before the direct search for the right words.

Naming includes several stages:

1. Company analysis: field of activity, concept of development, etc. It is necessary to understand what are the features, advantages of the company in question. What goods and services will it produce, what are their price categories, quality, benefits for the buyer.
2. Target audience analysis. The task of naming a store, for example, women's clothing, involves completely different implementation options, if it is a youth brand or a boutique for ladies of an "elegant" age - the difference is fundamental. Therefore, you need to find out who the potential customers of the company are: their age, gender, social status, income level. What are the features of the purchasing behavior of this segment of consumers. The formed image should be purposefully designed for a specific audience, its values, colloquial vocabulary, etc.
3. Market research of similar companies. It is important to identify the main competitors, evaluate their names, and study the reaction of consumers to popular brands. Mark the pros and cons of "brothers" in the niche, analyze advertising channels and promotion methods.
4. Formulation of requirements for the name. Based on the previous analysis, a wish list is compiled for the future name: what idea it should reflect, preferred and forbidden words, number of words / letters, and other details.
5. Generation of ideas. This is the most creative part of naming - "on the mountain" options are issued that meet the stated requirements. The greater the number of proposed names, the greater the choice, the main thing is that the riot of fantasy does not go beyond the outlined parameters.
6. Selection of the most liked options. Each of them is analyzed for compliance with the main criteria of the “correct” name: brevity, readability, euphony, spelling variability, meaning, etc. As a result, there are several options that are subjected to further examination.
7. Testing the name on real people representing the target consumer group. Do they like the proposed option, is it easy to remember, what associations does it evoke, does it increase confidence in the company - that is, they get an opinion on how best to name the company, directly from the company's potential customers.
8. Legal examination of names: whether they comply with current legislation, whether they violate copyright.

Where to order naming

A serious business is sensitive to its image, and large companies leave the development of corporate identity in the hands of professional naming agencies. The service is not cheap: ordinary entrepreneurs who do not have "space" budgets cannot afford it. Most people have to manage on their own. But it turns out that it’s not so easy to come up with an original, “catchy” name for a company on your own. There is a problem: where to get ideas for inspiration? Where to "spy" interesting thoughts?

An excellent solution is to arrange a “brainstorming” and choose the most successful option from the mass of creativity. And if professional copywriters act as generators of ideas, don’t even hesitate, the result will suit you 100%. Can't think of a suitable name for your company? Do not know how to name an online store, choose a domain for the site, write a slogan? You can order naming online on the TurboText copywriting exchange! For a nominal fee, you will receive hundreds of original titles, "tailored" to your requirements. You just have to decide on the winner and get a unique brand at your disposal.

So, in order to order naming on TT, you must first register on the site. Then you select the "Naming" tab and click "Create Order".

Now you need to choose what exactly you need - a domain name, a name or a slogan.

Be sure to check the boxes wherever necessary.

Ready! Now it remains only to consider the proposed options in order to choose the best one.