Choosing a name for your business is one of the most important decisions you will make. Regardless of your industry, it needs to make an impression. Be memorable. Maybe have a little something to do with what you do. You might want it to be somewhat catchy or clever. Regardless of the vibe, what’s most important is that you are able to craft a narrative around your name that resonates with your identity, connects with your audience, and stands the test of time. At insight180, we understand the power of a name because we’ve been helping to name businesses, processes, and events for more than 20 years. (Yes, more than 20 years!)
Take our own name, for instance. If you asked either of the original co-founders about naming the company 20+ years ago, our process was deeply personal and mostly aspirational. As the person who mostly met with new clients and provided creative direction, I got asked a lot about our name. “Why insight180?” “Why not 360?” Even before we developed our niche of brand development and strategy, we had become known as a “smart” design firm. “They listen, they ask great questions, they write and edit and design, they think of things we haven’t thought of, they problem solve,” were the kinds of things we heard from clients. Because of those responses, the word insight was a natural fit for our growth and evolution. And, I especially love how our business grew into its name.
So much of what we do is to guide our clients. We help them focus and clarify so that their business name and brand feels like a natural extension. So it’s important to dive deep into research, ask lots of good questions, listen, and observe. We learned quickly how important it was to watch our clients carefully and lean in to the responses that evoked strong feelings. We engaged in active listening. Our insights came from thoughtful observation and contemplation.
And, while “doing a 180” can often mean an abrupt reversal, for us it’s more about taking a “pause…” broadening or focusing the lens, and considering a potential new angle or direction. Sometimes it leads to complete transformation. It’s the exploration of where you are when you pause and the consideration of where else you might like to be, rather than continuing to move around the circle and back to the beginning.
That’s what the name insight180 means to me today.
What I love about naming is that the story we (and you) tell about the name helps to support and provide context for what we do and how we serve, and often becomes richer and more meaningful over time.
The Power of a Compelling Story
A business name is more than a label; it’s a gateway to your brand’s story. Just like insight180, where “insight” reflects our deep understanding of the other and “180” signifies transformation, your name should encapsulate the essence of what your business stands for. This narrative can draw in stakeholders, differentiate you from competitors, and establish a lasting impression.
Key Considerations Before Naming Your Business
We’ve written many articles and tips on naming best practices, and these are the considerations that rise to the top:
- Authenticity and Differentiation: Your name should authentically represent your values and mission while setting you apart from competitors. Avoid generic descriptors that blend into the crowd. Instead, aim for uniqueness that sparks curiosity.
- Memorability and Pronounceability: A memorable name is easy to recall and pronounce. Think about “mouthfeel” — how satisfying it is to say your name aloud. Names that flow effortlessly off the tongue often leave a positive impression and are more likely to be remembered.
- Cultural and Global Considerations: In a globalized world, consider how your name translates across languages and cultures. Avoid unintentional meanings or associations that could hinder international appeal or offend certain demographics.
- Strategic Positioning: Understand how your name positions you in the market. Does it convey innovation, reliability, safety or another key attribute of your business? A well-chosen name can reinforce your positioning strategy and attract your target audience.
- Storytelling Potential: A great name has the potential to tell a story. It can evoke emotions, spark conversations, and create memorable brand experiences. Consider how your name can inspire creative branding initiatives and connect with customers on a deeper level.
The Naming Process: Insights from insight180
Our approach to naming begins with strategic groundwork. We conduct research that includes key decision maker reflections, market and competitor reviews, SWOT analyses, and positioning exercises to understand what makes your business unique. This foundation helps us brainstorm names that not only meet practical criteria but also resonate with your brand’s narrative.
That said, once we have a short list of contenders, change is still hard.
Is choosing, or changing, a name easy? No! It takes courage, deep commitment to the process and an open mind. And remember, it is not a democratic process, as much as it might be nice to include other stakeholders, naming requires leadership and a single, final choice. And, it has to be a true reflection of the person or persons who own it.
Committing to the Transformation
Naming your business is a pivotal – perhaps even a “180” – moment in your brand’s journey. One that provides an opportunity to craft a compelling story that aligns with your values, resonates with your audience, and sets you apart in a crowded marketplace. At insight180, we believe in the transformative power of a well-chosen name and are committed to helping businesses navigate this critical decision. Whether you’re starting anew or rebranding, remember that your name is more than words — it’s the beginning of your brand’s story.
And this is just the beginning. Now that there is a name, it’s time to create a new logo and tell the world. Renaming and rebranding is an opportunity to reintroduce yourself, sharing the compelling story about who you are today.
For more insights into branding, naming, and navigating the complexities of business identity in today’s extremely noisy landscape, check out additional articles on our blog. If you’re ready to embark on a naming journey or explore rebranding possibilities, reach out to us at insight180. Let’s uncover the perfect name that tells your story and propels your business forward.
– Wendy Baird
