The Entrepreneur Forum | Financial Freedom | Starting a Business | Motivation | Money | Success

Welcome to the only entrepreneur forum dedicated to building life-changing wealth.

Build a Fastlane business. Earn real financial freedom. Join free.

Join over 80,000 entrepreneurs who have rejected the paradigm of mediocrity and said "NO!" to underpaid jobs, ascetic frugality, and suffocating savings rituals— learn how to build a Fastlane business that pays both freedom and lifestyle affluence.

Free registration at the forum removes this block.

The process of choosing the right name

AbiH

New Contributor
User Power
Value/Post Ratio
89%
Apr 16, 2020
9
8
Salt Lake City
Hey everyone!

What kind of process do you go through in choosing a name for your new company or product?

I found one that I like, but decided against it because it narrows my target audience down too much....
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

PizzaOnTheRoof

Moving Forward
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
220%
Jul 30, 2018
1,218
2,682
Texas
Something memorable, three words or less, and the .com or close variant is available.
 

James90

Bronze Contributor
FASTLANE INSIDER
Speedway Pass
User Power
Value/Post Ratio
172%
Jul 2, 2019
100
172
Hawaii
  • List compatible names on my whiteboard before registration.
  • If online biz, cross-check available names on domains.
  • I'll have my top 3 names. Add/eliminate overtime
  • Simply pick one, when its time.
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

RazorCut

Legendary Contributor
EPIC CONTRIBUTOR
Read Fastlane!
Read Unscripted!
Summit Attendee
Speedway Pass
User Power
Value/Post Ratio
358%
May 3, 2014
2,032
7,269
Marbella, Spain
A friend of mine wasted a month because they couldn’t find the ‘perfect’ domain name so they couldn’t register their business.

My advice, take a few hours at most, pick the best you can find, move on.

Domain names are like phone numbers, you click on a link, rarely do you type them in unless you come across them on the side of a van (services like plumbers, repair men Cleaners etc.)

If the domain is mega important you are likely to have to buy it as the cyber squatters have all the best ones nailed down (personally I think if you don’t have a legitimate use for a domain you shouldn’t own it).
 
Last edited:

Isaac Oh

Silver Contributor
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
241%
Jun 14, 2017
216
520
28
Berkeley, CA
Elon Musk likes the letter X.

SpaceX
X.com
Model X

Seems to work for him. Probably why others aren't successful
 

Andy Black

Help people. Get paid. Help more people.
Staff member
FASTLANE INSIDER
EPIC CONTRIBUTOR
Read Fastlane!
Speedway Pass
User Power
Value/Post Ratio
370%
May 20, 2014
18,568
68,703
Ireland
There’s quite a few domain naming threads in here.
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

PizzaOnTheRoof

Moving Forward
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
220%
Jul 30, 2018
1,218
2,682
Texas
Oh yeah, pick something RELEVANT to your business and is an ACTUAL WORD.

Idk WTF Zquible.com is or does or how they can help me.

I came up with my current ventures name by mashing together a descriptive word and an animal.

Usually works if it’s not dumb.
 

Andy Black

Help people. Get paid. Help more people.
Staff member
FASTLANE INSIDER
EPIC CONTRIBUTOR
Read Fastlane!
Speedway Pass
User Power
Value/Post Ratio
370%
May 20, 2014
18,568
68,703
Ireland
Oh yeah, pick something RELEVANT to your business and is an ACTUAL WORD.

Idk WTF Zquible.com is or does or how they can help me.

I came up with my current ventures name by mashing together a descriptive word and an animal.

Usually works if it’s not dumb.
Yeah, I do that a lot.

Have it super relevant, or join some words together to make a “brand”.

Made up examples:
  • dublinblacksmiths.ie
  • greykeysolar.com
  • skillsource.co.uk
  • 360legal.com
 

fastlanedoll

Bronze Contributor
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
89%
Aug 21, 2019
387
345
A friend of my wasted a month because they couldn’t find the ‘perfect’ domain name so they couldn’t register their business.

My advicetake a few hours at most, pick the best you can find, move on.

Domain names are like phone numbers, you click on a link, rarely do you type them in unless you come across them on the side of a van (services like plumbers, repair men Cleaners etc.)

If the domain is mega important you are likely to have to buy it as the cyber squatters have all the best ones nailed down (personally I think if you don’t have a legitimate use for a domain you shouldn’t own it).

I've been wondering about buying domains (I already have a business name figured out and the domain name is available), but from what I've read, you can only rent, not buy.

What's a legitimate way to buy? (don't want to get scammed!)

Thanks!
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

PizzaOnTheRoof

Moving Forward
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
220%
Jul 30, 2018
1,218
2,682
Texas
I've been wondering about buying domains (I already have a business name figured out and the domain name is available), but from what I've read, you can only rent, not buy.

What's a legitimate way to buy? (don't want to get scammed!)

Thanks!
What do you mean rent not buy?

Buying a domain means paying a yearly renewal fee. Everyone has to pay it, even Apple or Microsoft.

Personally I use Namecheap. Use code FCNC2019COUPON for like 20% off. It’ll get you a .com for like $7/year.
 

Timmy C

I Will Not Stop!
EPIC CONTRIBUTOR
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
230%
Jun 12, 2018
2,921
6,727
Melbourne, Australia
Make sure the domain is available for the name but not always.

Random crap that comes in my head.

Canva to make a logo and your done.

Don't even need a business name alot of the time.
 

dmetts

Contributor
User Power
Value/Post Ratio
177%
Feb 21, 2017
22
39
Atlanta
Hey everyone!

What kind of process do you go through in choosing a name for your new company or product?

I found one that I like, but decided against it because it narrows my target audience down too much....
Don't get wrapped up about this. I always look back over my life and what I've enjoyed and can relate back to me...and there's a close domain name available.

For example. I needed a name for my collector car storage facility. We'll something Motor Sports works. I like skiing and rock climbing and am a bit (or was...getting old) of an adrenaline junkie...so Black Diamond from skiing. A close domain name was available...and we were off and running. Took about 30 minutes.
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

MJ DeMarco

I followed the science; all I found was money.
Staff member
FASTLANE INSIDER
EPIC CONTRIBUTOR
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Summit Attendee
Speedway Pass
User Power
Value/Post Ratio
445%
Jul 23, 2007
38,083
169,530
Utah
I like to picture myself reciting the name on the phone, vocally.

It must pass the vocality test, the memorability test, and brand test.

Vocality Test: Easy to vocalize.

XYZ-Mystore-Product.com is a fail. Having to say "dash" is a immediate killer.

Memorability Test: Easy to remember if the person can't write it down.

No one will remember XYZ-Mystore-Product.com

If you can't speak it effectively, then no one will remember it.

Brand Test: Can the name be branded effectively, encompassing your overall mission? This doesn't mean you have to have a descriptive name (CarPartsEmporium), just that you can create a name that helps with memorization, top of mind status.
 

Andy Black

Help people. Get paid. Help more people.
Staff member
FASTLANE INSIDER
EPIC CONTRIBUTOR
Read Fastlane!
Speedway Pass
User Power
Value/Post Ratio
370%
May 20, 2014
18,568
68,703
Ireland
I like to picture myself reciting the name on the phone, vocally.

It must pass the vocality test, the memorability test, and brand test.

Vocality Test: Easy to vocalize.

XYZ-Mystore-Product.com is a fail. Having to say "dash" is a immediate killer.

Memorability Test: Easy to remember if the person can't write it down.

No one will remember XYZ-Mystore-Product.com

If you can't speak it effectively, then no one will remember it.

Brand Test: Can the name be branded effectively, encompassing your overall mission? This doesn't mean you have to have a descriptive name (CarPartsEmporium), just that you can create a name that helps with memorization, top of mind status.
Talk about being consistent.

From here:

32681
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

Andy Black

Help people. Get paid. Help more people.
Staff member
FASTLANE INSIDER
EPIC CONTRIBUTOR
Read Fastlane!
Speedway Pass
User Power
Value/Post Ratio
370%
May 20, 2014
18,568
68,703
Ireland

kleine2

Bronze Contributor
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
135%
Sep 15, 2013
155
210

Walter Hay

Legendary Contributor
EPIC CONTRIBUTOR
Speedway Pass
User Power
Value/Post Ratio
401%
Sep 13, 2014
3,318
13,305
World citizen
IMO the best reply so far is this one:
I like to picture myself reciting the name on the phone, vocally.

It must pass the vocality test, the memorability test, and brand test.

Vocality Test: Easy to vocalize.

XYZ-Mystore-Product.com is a fail. Having to say "dash" is a immediate killer.

Memorability Test: Easy to remember if the person can't write it down.

No one will remember XYZ-Mystore-Product.com

If you can't speak it effectively, then no one will remember it.

Brand Test: Can the name be branded effectively, encompassing your overall mission? This doesn't mean you have to have a descriptive name (CarPartsEmporium), just that you can create a name that helps with memorization, top of mind status.

@ThirtyOne wrote several time about the desirability of an emotional or visceral response in the thread linked by @Andy Black: A rose by another name might smell like crap
Here are two examples from his posts: "If you can create a positive emotional response to your name, made up or otherwise, you've got something." " a name with a visceral or emotional response for the customer helps give you an edge over the competition."

I believe that consistency throughout the branding process is important. The name, the logo, the label, the slogan, the color, the font - even the website layout must be consistent. To develop a brand that has a positive emotional response, where else would you start other than with a brand name that homes in on the wants and other emotional desires of your target market?

Two of the most effective brand name choices that I list in my labeling book among about 60 names of successful brands ( or ones that I invented for the purpose of illustration) are:

IMMORTAL: Guess what they are selling? Face cream? No! Beauty and Defeat of ageing.
RODD and GUNN: Are they selling sporting equipment? No, they are targeting a very elite class of the landed gentry and they are selling clothing. The gentry would not pick up a gun or a rod unless they are wearing the most expensive brand of sports jacket, and the requisite old school tie. Note the clever use of an extra d and an extra n.

Walter
 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

amp0193

Legendary Contributor
FASTLANE INSIDER
EPIC CONTRIBUTOR
Read Fastlane!
Read Unscripted!
Summit Attendee
Speedway Pass
User Power
Value/Post Ratio
444%
May 27, 2013
3,639
16,159
United States
Vocality Test: Easy to vocalize.

Memorability Test: Easy to remember if the person can't write it down.

Brand Test: Can the name be branded effectively, encompassing your overall mission?

These were the 3 factors I chose.

I specifically chose one-syllable words for memorability and vocality.

I wanted people to see the product out in the wild, and be able to remember it when they got home. Especially because my product is difficult to describe. If you don't know what the search term is, you don't know what to search.


Has worked out very well for word of mouth growth.
 

fastlanedoll

Bronze Contributor
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
89%
Aug 21, 2019
387
345
This makes me want to register my domain even if I haven't completely gauged the need for my first product yet.

But I'm really determined to make SOMETHING work even if its not the first one.
 

ChrisV

Legendary Contributor
EPIC CONTRIBUTOR
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
225%
May 10, 2015
3,141
7,055
Islands of Calleja
this might be helpful


or this

 
Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

fastlanedoll

Bronze Contributor
Read Rat-Race Escape!
Read Fastlane!
Read Unscripted!
Speedway Pass
User Power
Value/Post Ratio
89%
Aug 21, 2019
387
345
I already have a name in mind. What makes me want to grab it now even if I don't have time to start until the end of June is because I planned to launch line of products, so if the first one doesn't work, the second may, etc.

Oh and I'm afraid it will be taken, of course.
 
Last edited:

Post New Topic

Please SEARCH before posting.
Please select the BEST category.

Post new topic

Guest post submissions offered HERE.

Latest Posts

New Topics

Fastlane Insiders

View the forum AD FREE.
Private, unindexed content
Detailed process/execution threads
Ideas needing execution, more!

Join Fastlane Insiders.

Top