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Tuesday, 28 October 2014 8:13

Succinct, Bold, and Powerful; Get a Four-Letter Business Name

By - Michael Rader

Take for instance the effect that word length has on memory. A multitude of experiments have been conducted that all show the same thing: memory span is inversely related to word length. In other words, short business names have a higher chance of being remembered than do long names. A 2012 study at Jan Jose University tested this hypothesis. Sixty-one business professionals were given a list of five-syllable and two-syllable words. Respondents remembered the two-syllable words almost 2:1.

The same premise can be applied to a business name. If presented with two names that you were otherwise non-familiar with, like Nike and Saucony, which name do you think would be recalled easier? How about Alcatel-Lucent or Acer? Kenvelor or Kohls? You get the picture. We have all heard the saying, “Less is more.” It couldn’t be truer than in regards to naming your business. Brevity leads to memorability, which leads to brand recognition, which brings people in the doors. It is that simple.

Many four-letter business names have gone from obscurity to becoming household names. Consider the following businesses and their place in today’s society. Notice the powerful punch that each short name brings.

  • Acer
  • Lego
  • Dell
  • Mars
  • Nike
  • eBay
  • Saab
  • Etsy
  • Sega
  • Fuji
  • Sony

Many of these names began as invented words; some were words with alternate meanings. Regardless of their origin, the length of each name is its biggest strength. Introducing a new name, product, or business into an already saturated industry requires a name that will linger in the public’s consciousness. Once the public becomes aware of your existence, they are in a position to become loyal and long-term customers.

Regardless of the length of the name you are looking for, the process can still seem overwhelming. Fortunately, Brandroot has done the hard and often tedious legwork for you. In regards to four-letter names, we have something for everyone. Consider the potential of the following names:

Each of these names is available at our marketplace and each brings a different set of attributes and personality to your company. Interested in depicting a strong sense of movement and effort? Try the name “goey” on for size. Building your company around a desire to nurture? How about “nurt.” Regardless of your needs, Brandroot is sure to have a name that is perfect for your business. You could be the next global phenomenon. Think about it, Nike was once in the same position you are today. The only difference is that they hit the ground running.  What are you waiting for?

Last modified on Tuesday, 28 October 2014 8:29

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.


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