CHOOSING A BRAND NAME
If you had a chance to read our previous blog STARTING A CANDLE BUSINESS, then you know our suggestion was “the simpler, the better”. We also suggested using the Thesaurus as a starting point if you’re still wondering how to choose your new candle business name. For example, I went to the online thesaurus and typed in “scent” and up popped Aura, Whiff and Essence among many others. Then I typed in “flame” and found Blaze, Glow, Illumine, and Shine. Basically, several nice names for a candle line, depending on the direction of the collection. Obviously, I wouldn’t suggest you settle on the first words that pop up in a search.
Over the years, I have spent countless hours (more like weeks) doing this. Once you find some names you like, you need to make sure there are no conflicts in the marketplace and that the domain is available. There is much debate as to the best way to go about it, as in the excerpt below from Entrepreneur Media’s book, Start Your Own Business:
“Some experts believe that the best names are abstract, a blank slate upon which to create an image. Others think that names should be informative so customers know immediately what your business is. Some believe that coined names (that come from made-up words) are more memorable than names that use real words. Others think they’re forgettable.”
Hmmm… that’s a lot of contradicting information! So to simplify, they suggest the following on how to choose a brand name:
- Choose a name that appeals not only to you, but also to the kind of customers you are trying to attract.
- Choose a comforting or familiar name that conjures up pleasant memories so customers respond to your business on an emotional level.
- Don’t pick a name that is long or confusing.
- Stay away from cute puns that only you understand.
- Don’t use the word “Inc.” after your name unless your company is actually incorporated.
It’s a great read, with a ton of helpful information. Some of it doesn’t apply to a small or home based candle company, but it is definitely worth a read here.
I still stand by the thesaurus. It will take you on a long, winding name hunt with many surprises. Also, go on Etsy, Pinterest and just the web in general, and type in “candle company names”. Etsy brought up some pretty interesting inspiration, as did Pinterest, but give it a go and you’ll see what I mean. It’s all for inspiration, to know what is out there, and to see what direction you want to go as well as many directions you definitely don’t want to go!
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READ OUR CANDLE BUSINESS SCHOOL SERIES: Help, I Need a Logo!, Choosing a Brand Name, What is the Best Mode of Distribution for my Candles?, How Should I Price My Candles?, Budget and Small Business Stuff, How To Sell Scented Product Online