When you’re building a brand, the choice of business name can be a blessing or a curse.
This week brought the news that the iconic 20th Century Fox brand is no more. Having already shed the toxic “Fox” earlier this year, they have rebranded as 20th Television.
They claim this is “honouring rich histories”, although probably while cursing the lack of founder’s forethought with the whole 20th century thing under their collective breaths.
Hope
This – and the fact that apparently web domain name registrations have rocketed in this Covid era – made me reflect on the different approaches to choosing a business name.
And as the least surprising announcement ever came this week that we are entering a recession, this news gives me hope.
Because it shows that with new domains doubtless comes the businesses. And this means the resilience, creativity and flexibility of those driving the UK economy is still there.
Creative
When it comes to business names, many use the founder’s name or initials, and a description of what they do. There is obvious merit in this approach, but I do have a fondness for a more creative approach.
As an example, I give you Spruce Springclean.
Or what about Surelock Homes?
And of course, the fantastic Sell-fridges, a company that …well, I think you can guess
However, there are caveats. It’s always best to get a second opinion after an initial flash of inspiration.
Sam ‘n’ Ella’s Chicken Palace probably had a grand opening do, and Passmore Gas probably has a great logo.
However I’d suggest both names required a little more reasoned thought and consideration.
And as for Morning Wood … come on, no one?
Focus
I also have a vested interest in this topic. Recently, I set up my own business which I called Hoolet.
Hoolet is the Scots word for owl. Wise and with an all-seeing eye, the owl has the perfect perch for perspective with an absolute focus on what needs to be done.
It is also a great word to say.
In terms of strategic communications, it all made sense and it plays its part in telling the story of my own brand.
Creating an emotional connection with your audience in the way you tell your story is incredibly important.
Creation myths
Here are some of the stories – polished myths or not – behind some of the world’s most popular organisations.
Google: originally called Googol, which is the name of the number 1 followed by 100 zeros. Without anywhere to Google the obscure, developers accidentally misspelled the name Googol to be Google. The rest is web browsing history.
IKEA: founded by Ingvar Kamprad when he was 17 years old, the Swedish teenager found inspiration for the name from taking pieces of his own life, literally. It takes names and initials to the highest level. IKEA combines the first initial of his first name, the first initial of his last name, the first letter of his childhood farm (Elmtaryd), and the first letter of his hometown (Agunnaryd).
Lego: it started as a wooden block company and was founded by Ole Kirk Christiansen, a Danish carpenter. He named his company after being inspired by his own history, borrowing from a Danish saying “Leg Godt,” which translates directly to “play well.”
Samsung: the owner, Lee Byung-chul, came up with Samsung because it meant “three stars” in Korean. The number three is held to be a lucky number in Korean culture, combined with the idea that he wanted his company to last as long as the stars.
Skype: originally called “sky peer-to-peer,” but owners decided against the name. They finally decided to name it Skyper, but the domain name was taken. Not willing to concede defeat entirely, the owners changed it to Skype.
Got some favourite business names or stories? Let us know in the comments below..
Hoolet is a strategic communications consultancy. Come say hello on Twitter at @hoolet_hoots, or follow us on LinkedIn