{"id":7719,"date":"2023-11-13T19:26:47","date_gmt":"2023-11-14T01:26:47","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=7719"},"modified":"2024-04-16T06:58:03","modified_gmt":"2024-04-16T11:58:03","slug":"why-your-brand-name-matters","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/why-your-brand-name-matters\/","title":{"rendered":"<strong>Why Your Brand Name Matters<\/strong>"},"content":{"rendered":"\n<p><em>Photo by <a href=\"https:\/\/unsplash.com\/@brooksieg?utm_content=creditCopyText&amp;utm_medium=referral&amp;utm_source=unsplash\">Geoff Brooks<\/a> on <a href=\"https:\/\/unsplash.com\/photos\/cars-on-road-a94IcGkbRws?utm_content=creditCopyText&amp;utm_medium=referral&amp;utm_source=unsplash\">Unsplash<\/a><\/em><\/p>\n\n\n\n<p>The business name you choose now will be with you for years. A strong name adds value to your business immediately, helps you generate revenue year-on-year, and facilitates growth for the lifetime of your brand.&nbsp;<\/p>\n\n\n\n<p>How do we know this is true? With 12 years of experience delivering the world\u2019s most innovative naming solutions, 8 years collecting and analyzing real naming data, and 40,000+ naming projects under our belts, no one knows the importance of a great name like Atom.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Bad Name Loses You Money<\/h2>\n\n\n\n<p>Our revenue loss model of naming is based on international branding research combined with our own experience, a weak business name seriously damages your bottom line over time.&nbsp;<\/p>\n\n\n\n<ul>\n<li>Experts estimate that your brand leads to <a href=\"https:\/\/journals.sagepub.com\/doi\/abs\/10.1509\/jmkg.73.1.059\">between 9%<\/a> and <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2214845019302789\">23%<\/a> of a business\u2019s overall revenue.&nbsp;<\/li>\n\n\n\n<li>Your name is the cornerstone of your brand. This means a bad name could easily cause revenue loss of 3% to 8% yearly, or much more.<\/li>\n\n\n\n<li>It may not sound like much, but over time it adds up.<\/li>\n<\/ul>\n\n\n\n<p>Based on this, if your goal is to steadily grow your business to $1,000,000 in revenue over the next 5 years, you would easily lose $90,000 &#8211; $240,000, during that period if you do not have a strong name. And that number climbs to $1,200,000 if you are looking to reach $5M in 5 years.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Domain Matters Just as Much as a Name<\/h2>\n\n\n\n<p>Your domain, like your name, can make or break your credibility.&nbsp;<\/p>\n\n\n\n<ul>\n<li>A domain with a weak extension doesn\u2019t appear credible to many people. You might be able to secure a .ru or .ir extension for less than a .com, but for most prospective customers and stakeholders it will look odd at best and suspicious at worst.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>A domain that doesn\u2019t exactly match your name makes you look less professional and can cause confusion. Usually, companies end up upgrading if they don\u2019t initially get an exact match domain \u2013 Casper mattresses used to use caspersleep.com, for example, before acquiring casper.com.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Weaker domains are forgettable, so your traffic could end up elsewhere. This is even more of an issue if you have greatchocolate.com, but a competitor has chocolate.com. Those rival treat purveyors will end up with all your customers!<\/li>\n<\/ul>\n\n\n\n<p>Ultimately, if you don\u2019t secure a great domain at the same time as deciding on a name, your business may suffer. Considering domain availability when choosing a business name is the best way to ensure you get an exact-match domain within budget. Find <a href=\"https:\/\/www.Atom.com\/premium-domains-for-sale\/all\">domains to build a brand around<\/a> on Atom\u2019s Premium Marketplace and secure an exact match domain as part of the naming process.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Domains Are an Asset<\/h3>\n\n\n\n<p>The good news about domains is that they tend to increase in value over time. Domains are more like houses than cars \u2013 bar something very unexpected occurring, over time, they\u2019re worth more, not less. This means that many people who buy and later sell domains make their money back or sometimes even make a profit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Makes a Good Name<\/h2>\n\n\n\n<p>There are two basic rules to follow when naming your business:&nbsp;<\/p>\n\n\n\n<ol>\n<li><em>Names should be functional.<\/em> This means they should be easy to say, spell, and remember. A brilliant, smart name idea that sums up your industry? That\u2019s wonderful! Unless it\u2019s impossible for your potential customers to understand, pronounce, or remember. After all, what\u2019s obvious to you as an expert in your area of business may go way over the head of your target audience. Instagram is a great example. It may not immediately strike most people as a combination of \u201cInstant photo\u201d and \u201ctelegram\u201d, but it evokes communications and it just sounds good! You don\u2019t need to understand the specifics of why \u201cInstagram\u201d was chosen to remember it when you\u2019re searching for the app.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\">\n<li><em>Names should align with your brand. <\/em>Because your business name is usually the first part of your brand people experience, as well as how your business is shared person to person, names work best when they show who you are and are designed to appeal to the right audience. No one would call a food delivery app Parsons &amp; Sons, but that\u2019s a perfectly fine name for an accountancy practice or a law firm. Names should signal the kind of business they belong to and the <a href=\"https:\/\/www.atom.com\/blog\/5-styles-of-effective-evocative-names-for-your-business\/\">style of brand<\/a> you want to convey yourself as&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Haven\u2019t worked out all the intricacies of your brand yet? It\u2019s essential before you choose a name! Luckily, <a href=\"https:\/\/www.Atom.com\/build-a-brand\">Atom\u2019s Build a Brand tool<\/a> can help you create a brand quickly, accurately, and for free.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Test Your Favorite Name Ideas<\/h2>\n\n\n\n<p>Customers can be hard to understand. But by the time you\u2019re naming your business, you should have an idea of who you\u2019re going to be selling to. You can use this to your advantage when choosing a name by leveraging <a href=\"https:\/\/www.Atom.com\/audience-testing\">audience testing<\/a>.<\/p>\n\n\n\n<p>With audience tests delivered by our leading human insights platform, you can find out which of your shortlisted names your customer base responds to. Testing also allows you to rule out any names that carry unexpected negative connotations, and generally gather data on what names work and why they work.&nbsp;<\/p>\n\n\n\n<p>Choose a name with confidence by running an audience test today, and get real naming data from real people in just a few days. It\u2019s a simple step, and it\u2019ll allow you to choose a brand name with confidence.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Don\u2019t Forget About Trademark!<\/h2>\n\n\n\n<p>If you choose a name you love without checking for exact match and similar trademarks in your industry, you could end up wasting a huge amount of time and money. If you use a trademarked name, you could get a cease and desist letter from the trademark owner and have to go back to square one and rebrand completely.&nbsp;<\/p>\n\n\n\n<p>You can run a simple trademark check with Atom\u2019s <a href=\"https:\/\/www.Atom.com\/free-trademark-search\">Free Trademark Checker<\/a>, but any name you\u2019re seriously considering should also go through full <a href=\"https:\/\/helpdesk.Atom.com\/en\/articles\/389625-trademark-research-service\">Trademark Research<\/a>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Get Professional Naming Help?<\/h2>\n\n\n\n<p>To put it bluntly, you aren\u2019t a naming expert.&nbsp;<\/p>\n\n\n\n<p>Naming your brand yourself will be time-consuming, frustrating, and ultimately less effective than employing a team who <em>are<\/em> naming experts. Helping business owners out with naming is literally why Atom exists \u2013 we\u2019d be happy to help you, too.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Best Collections of Domains Available Anywhere<\/h3>\n\n\n\n<p>If you need help at any stage of the naming process, we\u2019ve got you covered at Atom. Here\u2019s how we created the best collections of domains available anywhere:<\/p>\n\n\n\n<ul>\n<li>We\u2019re home to the biggest naming community on the planet: 250,000 creatives, spread across the world, from Australia to the UK to Canada and the US, so as a group they\u2019re working 24\/7 on naming.&nbsp;<\/li>\n\n\n\n<li>Over 7 million names have been submitted by Atom naming experts.&nbsp;<\/li>\n\n\n\n<li>Our team of branding consultants, assisted by AI trained on years of real naming data, comb through every name, picking only the best.&nbsp;<\/li>\n\n\n\n<li>This has resulted in 200,000 (so far) of the most powerful, brandable names on the internet making it onto our <a href=\"https:\/\/www.Atom.com\/premium-domains-for-sale\/all\">curated marketplace<\/a>. Names are searchable by collection, keyword, or industry.<\/li>\n\n\n\n<li>Atom branding consultants have worked on naming projects for Alibaba, Nestle, Dell, and 40,000+ other brands. That\u2019s more projects than any other branding agency!<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Crowdsourced Contests<\/h3>\n\n\n\n<p>Launching a <a href=\"https:\/\/www.Atom.com\/branding-marketing-naming-contests\">crowdsourced naming contest<\/a> is another option for finding a name that will help your business flourish.&nbsp;<\/p>\n\n\n\n<p>Our contests allow you to work with our brilliant naming community, offering an A-Z naming experience you can be a part of.&nbsp;<\/p>\n\n\n\n<p>Atom contests aren\u2019t just for naming, either. If you find the perfect name for your business within our domain collections, you can finish your brand-building journey with a logo or tagline contest.&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>The business name you choose now will be with you for years. A strong name adds value to your business immediately, helps you generate revenue year-on-year, and facilitates growth for the lifetime of your brand.\u00a0How do we know this is true? With 12 years of experience delivering the world\u2019s most innovative naming solutions, 8 years collecting and analyzing real naming data, and 40,000+ naming projects under our belts, no one knows the importance of a great name like Atom.<\/p>\n","protected":false},"author":9,"featured_media":7784,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[840,835,1136],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Your Brand Name Matters - Atom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/blog\/why-your-brand-name-matters\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Your Brand Name Matters - Atom\" \/>\n<meta property=\"og:description\" content=\"The business name you choose now will be with you for years. A strong name adds value to your business immediately, helps you generate revenue year-on-year, and facilitates growth for the lifetime of your brand.\u00a0How do we know this is true? 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