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Thursday, 17 October 2013 12:44

Top Three Reasons Why You Should NOT Use a Business Name Generator

By - Michael Rader

Photo by Matthew T. Rader

When you’ve hit a mental roadblock trying to decide on a name for your business, one option is to use a business name generator. We often get the question, “should I use a name generator for my business?” In theory, name generators are online tools designed to provide a variety of different names for your business. Unfortunately, and in most cases, even the most sophisticated fee based business name generators are like slot machines, randomly spitting out nonsensical and ordinary names based on a few random keywords.

No. 1: Preprogrammed Phrases Are Hardly Unique

For a set price, a business name generator promises to provide you with a certain amount of options that you can use to name your business. However, most use a database of preprogrammed phrases and terms generated from search words that you choose. The problem is, without any meaningful intelligence or focused insight, preprogrammed phrases are typically irrational, and if they do make sense, they are hardly unique.

For instance, if you have a business that specializes in various dog treats and specialty dog food, it makes sense to use the keyword “dog” or “treats” to try and generate a few compelling names.  A business name generator is likely to produce preprogrammed phrases using a combination of similarly related words. The result? Unless you plan on naming your business “Datadog”, Barkeat” or “Treatcanis”, you’ll waste valuable time and energy weeding out silly and absurd names.  Besides, do you really think an innovative flower delivery business will differentiate itself with a name like “Floweronline”?

No. 2: Prefixes and Suffixes Thrown Together are Often Nonsensical

A prefix is a word that comes before another word while a suffix is one that comes after another word. In some cases, reputable businesses have added a suffix or a prefix to a word that relates to their business to create a new, interesting name. Businessweek and SalesForce are examples of how it can work well in the right context, but they are also pioneers in their industry, and it is unlikely that businesses following in their footsteps will have the luxury of being ordinary and common. Success in today’s highly competitive marketplace demands businesses to differentiate themselves. The right name is not only a good starting point, but expected for success. The trick with using prefixes and suffixes is to choose the right combination and not to settle for just any pairing.

Name generators are notorious for generating names that contain a root word with random and often unrelated prefixes or suffixes. At worst, these names make no sense. At best, they are also boring and hardly unique. For example, “Bestcleaning” or “AAAtires” makes sense, and “Best” and “AAA” are indeed prefixes, yet anyone with any savvy at all can see that they make terrible business names. Again, if your goal is to blend in with basic, obvious word combinations, a business name generator may work just fine. However, for a catchy, unique and rare name, they are simply useless.

No. 3: Ordinary Business Names Send Ordinary Messaging

Do you honestly think the name “Google” was created by luck? Or do you think that a fantastic business name takes a little creativity, insight and effort? How about the folks over at “RapidPaint”, does it sound like they invested some energy and a few late nights into their business name or does it sound more like they were satisfied with the messaging they convey - what you get is what you see, nothing less, nothing more. A stellar business name does not happen by chance and certainly does not come from perusing a list of randomly generated keywords. Ordinary business names send ordinary messaging.

Aside from professionalism, credibility and style, a quality, brandable name lets your target market know that you are not lazy. You knew “EZsign” was available, but you chose to put creativity and effort into your name, and by extension - your brand. Consumers are smart. They expect the level of quality and service is probably adequate with businesses that sound usual or common. But when they are looking for premier service and top of the line products, you can bet they won’t be seeking out “SuperCuts”.

Explore the Brandroot Marketplace For an Intelligent Alternative to Business Name Generators

The Brandroot Marketplace is not a business name generator, but an alternative that offers branding intelligence and expertise for rare, powerful and impactful names. With no automated, nonsensical names, Brandroot can help stir some of that creativity you need to find the one name that encapsulates the right message and the credibility to catapult your business to the next level.  With only a small percentage of qualified names actually making the cut for a listing, the Brandroot Marketplace provides only valuable and rare names, allowing you to pick and chose the ones you like as opposed to having an automated system spit out useless, invaluable options. It is intelligent branding expertise and it is what you, as a serious entrepreneur, deserves.

While business names are everywhere, the best ones have something special that simply can’t be generated randomly from an online naming tool. Names that instill confidence in buyers are compelling, persuasive and memorable, derived from intelligent, branding-focused thought processing, not random, automated systems. A great name can be the beginning of a great brand. When you want it to be as powerful and impactful as possible, rely on branding intelligence and expertise rather than trusting something as important as your name to a simple and often disappointing business name generator. 

Last modified on Thursday, 17 October 2013 8:26

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.