Whether you are trying to think of a trading name for your entire business or simply a name for a new sub-brand, here are a few marketing savvy things you should consider and do:

1. Avoid any faux pas in foreign languages by checking if there is another meaning of your chosen name that could confuse or offend in one of the non-English languages you think your customers would most likely use. Even in English speaking countries, words can have quite different meanings e.g. ‘thongs’ in the UK mean something entirely different to thongs in Australia! 
2. Check the urban dictionary. How language is used changes from generation to generation. A word you innocently chose because it sounds ‘nice’ may have quite ‘nasty’ or shocking connotations amongst the youth or certain genres!
3. Check BOTH domain name availability and social handle availability. Not only should you check with a domain name company, like this one, if various formats of your chosen brand name are available, you should also look into social media availability. Is your name available to use as a handle on Instagram, Twitter, Facebook etc. or has it already been taken. Ideally choose one that is distinctive and unique.
4. Short and memorable. No one wants to type in a long website address let alone try and remember it…keep it as short as you can and ideally include the nature of your service within the domain name to help get found easily online e.g. Dinkydogwalking. Alliteration also makes it more memorable (i.e. where the first letter of each word is the same “Dinky dog”)
5. Keep clear of any trademarked names. Even if you believe that another party does not have the official registration in place for your chosen name, avoid using names that are the same as another business – especially if there is a limited company using that name. There is a NZ government ‘one check’ tool that makes it easy and you can find that here.  

If you are about to embark on a branding project, get in touch with Flex Marketing to see how we can help.