Naming your company is like naming a kid; except instead of the kid taking the heat for a “bad” name (think Francis Bean, Tu Morrow, Zuma Nesta Rock, or <insert baby name of any really famous person>) YOU will actually take the heat.
In terms of PR, the name of your startup can either be a huge asset or, on the flipside, a rather sizable roadblock.
As a general rule of thumb, the worst brand names usually fall into one of three categories:
1) Sound and/or read like a sexual act of some sort.
2) Sound and/or read like a derivative of a racial slur.
3) Sound and/or read like toilet humor.
Just for fun, and for sake of example, you can go here to see what I’m talking about. A small sampling of this type of nonsense: Jussipussi, Asse, Gookie, and Zephyrhills.
But what’s in a name?
Well, according to branding and design expert Fabian Geyrhalter, founder of Finien, a whole helluva lot.
I first met Fabian roughly five years ago when we both worked on the launch of music tech company, Audiolife. Since then, his design firm has literally exploded; he’s worked with a slew of both consumer and business brands and won about 234238 awards. The proof is here:
To make Fabian extremely uncomfortable – which is not hard to do since he’s a (self-admitted) somewhat uptight, snobby Austrian – I asked him to provide a gut reaction to the name “AirPR” just to prove how objective we are and not to seem preachy when we publish a blog about naming.