All Business Names Aren’t Created Equal – What Makes Each Different?


Have you ever noticed the differences between business names? While some designations are memorable, others are forgotten the moment you hear them. One cannot help but wonder what makes them so different? 

Brands are created uniquely by using distinctive, authentic, memorable, durable, and defensible names. Designations should be long-lasting in order to avoid rebranding, as well as flexible enough to adapt to every change in the years to come. Considering the geographic and legal perspective is also essential in selecting an available name and preventing conflict with other companies. 

These are the main factors that make designations different. 


One of the main aspects that makes business names different is their distinctiveness, which helps them stand out from the rest of the brands in the industry. It’s crucial for brand names to be distinctive instead of differentiating in order to attract the attention of customers. For example, Nike and Adidas are easy to differentiate despite the almost identical base of consumers. Go here to check out some practical tips for coming up with a brand name. 

Another factor to bear in mind when creating a business designation is the geographic perspective. Companies are recommended to research their geographic area for other businesses having an identical or similar designation. It’s essential for startups not to choose a brand name that matches the designation of another company, even if the other business is in another industry. 

The best way to avoid confusion among customers is by creating a designation that is completely distinctive. Otherwise, it’s possible for the other business carrying the same name to harm your reputation. 


Authenticity is another aspect that makes business names different. A brand designation is supposed to represent the mission and vision of the company accurately. Unless the name represents the core values of the brand, a company cannot hope for an effective engagement with the consumers. Company names are expected to portray the essence of businesses, as it’s the best way for them to connect with the target audience. 

When brainstorming ideas for brand designations, companies are supposed to think attentively about the reason for creating a new brand in the first place. Afterward, they should focus on their core values and personality. Understanding the aspects that make your brand different and unique will unquestionably help you in the naming process. Check out the following link,, to learn about brand personality. 


Business names aren’t equal when considering their memorability. In order for a designation to nest in the minds of customers, it should be short, simple, and suggestive. This doesn’t only apply to its pronunciation but also to its spelling and searchability. 

In addition, many companies use alliteration to make their designations memorable. It refers to the repetition of initial consonant sounds in more than two neighboring words. For instance, Coca-Cola is one of the best examples where alliteration is used to enhance memorability. Hence, companies are strongly advised to consider alliteration when creating a brand designation.


Durability is yet another factor making brand names different. Designations are supposed to be timeless so as to represent businesses on their evolution journey. As a result, selecting a trendy name won’t do companies any good, given trends disappear as fast as they appear in industries. By choosing a trendy designation, companies will be forced to go through a process of rebranding soon after it goes out of fashion. 

In the course of the brainstorming process, businesses need to consider the name’s flexibility. Companies should look for a place to find a brand name, which specializes in branding and identity. The denomination chosen with the assistance of a naming agency should be adaptable enough to any new products or strategies the company introduces over the years. The most important thing is for brand designations to adapt to the expansion of the brand’s focus. 

Moreover, business denominations should be relevant to their products and services. For example, naming a company “Water Heater Repair” isn’t the best solution for an evolving business once the range of services expands. In case the company starts repairing other appliances apart from water heaters, consumers won’t be able to learn about it from the designation. 

Therefore, businesses should strive to choose a timeless name, which won’t compromise the integrity of the brand like in the case of Apple. By selecting the denomination Apple, Steve Jobs made sure it won’t fail the test of time. Even though Apple was founded in 1976, the designation is still relevant to its products.


The ultimate aspect that makes business denominations distinctive is their defensibility. Companies need to take the legal perspective into account during the naming process in order to avoid problems with the law. It’s paramount for the designation to be available for companies to obtain legal rights to it in the corresponding industry. 

Even though it’s common for multiple firms to share the same designation, there are no legal implications as long as these operate in different industries. Conducting research into trademark law is highly recommended prior to selecting a denomination. Visit this page to check out the patent, trademark, and copyright basics every business owner should know. 

Furthermore, consulting a lawyer specializing in trademark law is a wise decision. He/ She will guide you through the legal considerations related to the choice of brand denomination. Only by registering a trademark, a company has the right to sue another firm for using its trademark. Without formal registration, your trademark will lack legal protection. 

When considering trademark registration, firms need to learn about the limitations imposed on the process. Offensive and misleading words cannot be used as a trademark, as well as too common or generic words. In contrast, unique words like Google are largely accepted. 

Final word

Startups should pay special attention to the company naming process. 

Avoid long, trendy, and complicated denominations. 

Make sure you choose one that sticks to the mind of customers, not one that’s easy to forget!