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The name of your marketing company serves multiple purposes. It distinguishes the brand from its rivals and communicates the value and benefits to the clients. A proper name can act as a tool to generate additional revenue by attracting more customers. Therefore, it is crucial to allocate a decent amount of time and resources to choose a brand name. While brainstorming marketing company names, managers need to keep several requirements in their minds to choose the best one. Therefore, in this post, we discuss the transformation of business names, functions, characteristics, and tips to generate catchy names with a slight touch of the company's personality. 

Transformation of Marketing Company Names

There exists a clear pattern between new and traditional marketing company names. Surprisingly, some of the well-established, significant players in the industry have boring names. It would not be wrong if we claim that those companies are competing with the law firms in terms of the unattractiveness of the marketing business names. 

Traditional Naming

Clearly, in the past, the formula for success was to give the founders' names to the organization. Marketing agency names were usually the combination of the surnames, such as Bartle Bogle Hegarty. It is weird that the businesses that believe in the power of words, messages, and in general, communicate, choose such names for their organizations. Sure, such marketing company names were only attractive to the founders or shareholders. It brought an additional problem with frequent changes, too. Usually, people compete fiercely within the organization to get their names on the door. Hence, some marketing business names also changed a lot. Probably, this trend in marketing company names was due to the power and privileges of different people. Owners or shareholders who dominated their networks could bring business to its organization. Clients knew marketing agencies based on the people managing them. While it is a reasonable cause, thankfully, this trend has changed.

Modern Naming

Currently, marketing agency names are reflections of their identity, creativity, and success. The requirements for the names transformed dramatically. It would be a bad idea to play with the surnames to generate a business name because it would not bring any additional value to the organizations. Consider the name Strawberry Frog. The difference between this one and the previous example, Bartle Bogle Hegarty, is easily noticeable. The modern name is fun and out-of-box. The two elements of the name, fruit, and animal, cannot be used in a different context. These two parts come together only to create the company name, which is intriguing. It signals that the company is creative and open to new ideas. Meanwhile, the traditional one is just a "name soup."

Do Modern Names Bring More Benefits?

If we analyze the top marketing company names, we can observe that they are usually not creative. Leading players have a long history in the industry. Thus, their names correspond to the traditional way of naming the businesses. Such naming does not hurt their businesses because they have already established good relations with clients and proved their effectiveness. On the other hand, growing businesses have modern names. They must have creative marketing company names because they lack the experience to prove their high-quality services. Potential clients judge their effectiveness through their names. Hence, having a traditional style name is not an option for them. Yet, they mostly do not appear in the list of the most profitable companies. It might be due to the fierce competition in different industries and the well-established place of major companies. Some of the modern marketing businesses have a high growth rate. They may also be head-to-head with traditional marketing companies on the list in the future.

Different Company Name Types

Previously, we divided marketing company names into two categories, traditional and modern, to show the different points. However, there exist many different types and subtypes of the naming process. In this section, we categorized marketing company names into five groups to give readers some inspirations.

Name Soup

This category includes brands that take the founders' names. As mentioned before, it was a common practice among traditional marketing businesses. On the one hand, such naming brings several benefits. If the founder is a famous and influential person, his/her name can enhance the reliability image of the brand. As potential clients trust the quality of the service, they will incline to work with the company with familiar founders rather than with completely unfamiliar businesses.

On the other hand, there exist disadvantages. For instance, the image of the brand will depend highly on the personalities. If the founder does something unpleasant, it will have a direct negative impact on the business. Also, founders and shareholders can die, or change, which makes the "Name Soup" impractical.

Descriptive

Such names indicate what the business does. A simple example of this category can be PwC Digital Services or Aspen Marketing Services. The names communicate the primary service type to the clients. Also, their domain names can be more attractive to search engine bots. The reason for this advantage is that the name directly signals the company's benefit to the algorithm. Hence, if one searches for marketing services, Aspen has a better chance of appearing in top search results. However, it also brings difficulties. If the company decides to enlarge its service offering range, the name becomes not functional. For example, if ABC Digital Services also chooses to offer traditional marketing projects, its name will not be a full description. Hence, either company needs to renew its name, or give a different name to its new service, such as ABC Marketing Services. 

Location

Some marketing company names can be related to a geographical area. For example, Sapient Cambridge can fall into this category. Such names provide familiarity and can create strong bonds. If it is a local business, having a location indicated creates warm feelings toward the brand. It becomes more personal, than international. However, the same benefit can be a disadvantage, too. If the company wants to go global, such naming might not be the best option. Yet, it can show the origin of the company. The Country-of-Origin effect can be advantageous. This theory claims that people might form opinions about the products and services based on their background. For instance, Belgium chocolate, French wine, or a Swiss watch already signals the quality. However, it can also have a negative impact. Sometimes, Made in China labels can mislead the people. Hence, companies should be careful when they use location names because it will have an immense impact on the perceptions of the brands.

Competence

It can be a wise strategy to add one ability of the company to the name. It can be about the speed of the tasks, accuracy, creativity, innovation, etc. For example, marketing business names, like Simplified, Speedy, or Synergistic, signal the potential clients their advantages. Synergistic can communicate the message that the marketing company and the client business will match perfectly and create synergy for the greater good. Simplified can tell that the process is simple with their services. Adding a competence to the name does not have any significant disadvantage. The only problem is that sometimes the competence can be very invisible in the name.

A simple example can be Lego, which is similar to the phrase 'play well' in Danish. Most people might not get this message from first sight. Hence, if marketing companies choose such names, they need to have clear communication with potential clients to explain their competence.

Initials

This type of naming is also popular because of its functionality. However, they cannot be considered as modern. An example of such naming can be the RPA marketing agency, a shortened version of Rubin Postaer and Associates. As it is already understandable, the main benefit of this category of names is its simplicity and ease-of-telling. Therefore, companies that have names with difficult pronunciation can prefer this type if they go international. Also, Initials can be useful if the business grows considerably and covers multiple service areas. However, it does not give any insights and does not signal the competences of the brand. Hence, it is better not to choose such a name. 

What Does a Marketing Company Name Reflect? 

Some people might think that a name only distinguishes a brand from its rivals. However, the brand name has more functions than mere distinction. 

  1. It describes the work type a company provides, together with its benefits. For example, a company called "Strategic Marketing Services" can already signal that it creates long-lasting, return-based campaigns. 
  2. It can be a reflection of the values and mission. If a marketing agency targets to deliver innovative solutions to clients, it can use a name like Innovate, to show its emphasis on cutting-edge services. Alternatively, if there is an environmentally-friendly company, it can have a name such as Worldy to highlight its care for the planet. 
  3. It can direct potential clients- companies can be more visible in the online environment and attract clients by using the keywords in the name. For example, if the target audience needs digital marketing, the company's name can be XYZ Digital Marketing. In this case, when people search for digital marketing services online, this company has a higher chance of appearing on search results. 
  4. It catches attention- some young companies might want to create a fun, familiar brand image which is easy-to-reach. In this case, they can use jokes or funny phrases to look less serious in their names. For instance, Moosylvania is one of those names which is catchy and sounds fun.
  5. It creates close bonds- some luxurious companies use names with hard pronunciations as a sign of prestige because not all people can tell the name comfortably. Instead, if the companies use simple names with easy spelling and pronunciation, it makes the brand feel closer or familiar. In this case, people feel more confident to contact the company and ask questions. 
  6. It distinguishes the brand- sure, the brand name is for differentiation. However, some names can bring a unique image to the company. It can signal that clients will receive exceptional services in this agency. Unusual names can also indicate the out-of-box thinking and high level of creativity. Kids Love Jetlag agency is undoubtedly an excellent example of an unconventional naming strategy. 

How to Name a Marketing Business?

The naming process can be challenging. Managers usually want their marketing company names to be memorable and cover the values they provide. The name should be able to differentiate the brand from many other competitors. Therefore, in this section, we will discuss the whole process of naming to generate favorable results. 

Brand Management

From the theoretical viewpoint, brand managers advise seven characteristics for the brands:

Distinctiveness- copycatting other brand names, or stealing them is not an option. A brand name should be unique and special to show its difference from many competitors. 

Simple- it should be easy-to-tell with short lengths and a few syllables. People with different demographic characteristics should be able to pronounce the name without any difficulties. 

Meaningful- there should be an underlying or direct meaning in the name which highlights the benefits the brand can bring. If the meaning is subtle, then it should be communicated to the potential client base, so that they are aware of the message. 

Compatible- the name should support the type of service it is related to. For instance, a restaurant name should be related to food, or a cozy place image. 

Registrable- registering the name is essential to provide legal protection against infringements. If another company uses the same or similar name, it can create a massive problem in the future, such as a damaged brand image or cash payments as compensation. 

Flexible- if a business decides to add new services or goods, the name should be able to support this expansion. Otherwise, either company needs to rebrand, or have different names for its various offerings. 

Universal- in case a company decides to go global and enter new markets, its name should keep its meaning. If the name means different things in other languages, it can be problematic for the brand. 

 

 

Linguistic Details

As a marketing agency, you might want to get a bold name to promote your business. This goal can be achieved in many ways. First, some names offer an opportunity for wordplay. Playing with words can create exciting results and be suitable for other areas. For instance, a creative company name example with such wordplays can be the "Eat My Word" company. In its literal meaning, this phrase means retracting someone's ideas. However, the company uses a linguistic trick to relate its name to a food theme. They connect other parts of the business to this theme, too. For instance, their blog's name is "The Kitchen Sink," which is funny and relatable. 

Second, the name should be simple and easy-to-pronounce. Sometimes, businesses choose names in their local languages. This decision becomes a challenge when they try to become an international company. Potential customers who cannot pronounce the brand name correctly, can be afraid of being ridiculed. Hence, this threat decreases customer and brand touchpoints. Marketing company names should be simple for everyone. If a manager has to explain the name to other people or apologize for its difficulty, it damages the brand value. 

Lastly, it is not advisable to copy names from other brands. If any brand name becomes very popular and catchy, new entrants might attempt to use their pattern. For example, if the names related to food themes become attractive, then other marketing companies can also utilize this strategy. However, copycatting is never useful. It makes the business look similar to its competitor, which is not desirable. Owners have to create distinct, unique brand images to get the attention of clients. 

Domain Name

As much as the marketing company names matter, their domain names are also crucial. Choosing a domain name has become harder than ever, because many of them are already taken. It can be tough to find a short -around five letter- domains for the businesses. There exist techniques to shorten the primary name of the business. However, alternative ways, such as keeping it long and relatable is also possible. For example, the domain can be the slogan of the company, instead of its name. Plus, managers can choose up to three words that can explain their services. In general, it is not advisable to choose a domain that has different spelling and pronunciation. Such a difference in website name creates difficulties for clients to access. 

One of the recent trends is including the keywords in the domain. This strategy can help make the website more visible for search engine algorithms, which will promote the ranking. However, algorithms change frequently. There is no guarantee that the bots will still pay attention to the domain name with the keyword in the future. Also, such names can be useful if the main aim of the marketing company is to attract a general audience. If the objective is to form a creative brand identity and attract a specific target audience, it is better to choose an unusual name. 

There exists a widespread belief that .com endings are more desirable for businesses. Some people believe that other Top-level Domains(TLD), such as .net, have a lower quality or damage the company's prestige. In reality, if the business satisfies the clients' needs, they would not even care about these endings.

Rebranding

Companies might need rebranding if they think people lost their attachment to the brand. Another case for this process happens if the company gets involved in a massive scandal. One element of rebranding can be changing the business name. This strategy is usually useful if it is conducted properly. As businesses have low budgets when they first start serving, their names were not as catchy as it should be. Alternatively, as discussed above, some marketing agency names are related to their owners and shareholders. Sometimes, businesses include the description of their work in the name, which creates a barrier if they want to add new service types. So, all these causes generate a need for a new name. 

In a fresh start in the brand image, it is better to test the name. As companies generated some profits, at the time of rebranding, they usually have enough budget to invest in the unique naming process. Hence, marketing company names will be more powerful, if companies can collect the opinions of people beforehand. One way can be through focus group interviews to see what people think about the name and how it makes them feel. Sometimes companies can choose very meaningful names, but they can be subtle. If the brand does not explain its name, other people will not understand its value or message. Hence, the agencies should also check whether the potential client base gets the idea. 

Registering the Name

Marketing company names are the assets of these organizations. Hence, they need to make sure that none steals or uses their names without permission. However, the laws for registering the name can be different. If the business is located in the US, Canada, or Great Britain, it might not be necessary to get the trademark rights. There is no additional requirement for registering the trademark. As soon as a business operates with this name and provides services, it becomes the organization's property. However, such automatic rights can only apply to geographical locations enterprises operate. If the companies want to expand their service areas in the future, there can emerge problems with the naming. Hence, it is better if the company invests some amount in getting a federal trademark. Again, laws can change depending on the location. Therefore, companies should consult the naming issues with legal businesses

Protection of Trademark

Marketing company names can fall into different categories of the trademark. Just receiving a trademark does not guarantee full protection to the naming rights. The group it belongs defines the level of protection from the infringements. Unfortunately, some companies can start the business without checking the rights for the name they choose. If there is a claim, the court will apply two types of tests. First, one will check how similar the names are in visual, sound, and meaning terms. The second test checks the kind of services two different companies provide the clients. 

If another business uses a similar trademark, then marketing agencies should get help from lawyers. They can write a letter to another company to solve this issue. However, marketing organizations should be careful. If they are not the first users of the name, they will be in big trouble. Informing another business that you also use the same name is like an offer to get sued. Yet, the good news is that even if a case exists, it can be solved through the dispute settlements. 

Seven Tips for Creating an Excellent Brand Name

As marketing company names are essential investment areas, they require planning and perseverance. There exist various tricks to create outstanding brand names. We have already discussed some of those tips throughout the material. In this section, we collect all seven tips to provide a simple checklist of marketing business names. 

  1. Planning

Like all marketing activities, naming also needs careful planning. Managers should start this process by thinking where they want to reach or what they want to achieve. They need to plan every detail of the name, including its target audience, legal requirements, linguistic details, etc. If a company is well-established, with different levels of brands such as master, endorsement, or umbrella brand, it should ensure that every involved party understands the name and its meaning. 

  1. Flexibility

Marketing company names should provide flexibility to the organization. If, in the future, the company decides to add new services or eliminate some offerings, the name should not be affected by these decisions dramatically. 

  1. Brand values

Notably, during the times of rebranding, the company needs to look back and identify its benefits. By analyzing which values it brought to the clients, they can create names that make sense. 

  1. Avoid Surnames

Unless it is a well-established, famous company, it is better not to use surnames directly in the brand name. Sure, by playing around the surnames, there can emerge an exciting combination. However, it would only sound or look good. Such a name would not deliver any message or promote the brand image. 

  1. Personality

Brand personality is a popular concept nowadays. Companies like to create brand personalities like humans. For instance, a new marketing company might want to get a name that characterizes a young, cheerful person who is open to changes. In contrast, a law company might want to have a personality like a middle-aged man with a serious image. Marketing agency names can show their personality through the usage of punctuation marks, capital letters, etc.

  1. Length

It is desirable to have a short name to make it simple to pronounce and easy to memorize. Usually, the standard is to have up to four syllables. Sure, there are marketing business names that are long. They can shorten their company names with abbreviations. As mentioned before, the RPA marketing agency, a shortened version of Rubin Postaer and Associates, is a good example. They can also take some letters from different parts of the name, as FedEx (Federal Express) did. 

  1. Research

If a company plans to go global in the future, it should check the name in different languages and countries. First, it can be legally impossible to use the name in a different country. Second, it can change the meaning in another language. Sometimes, marketing company names that are completely okay in one language can be vulgar or funny in other countries. Hence, it is better to check its compatibility with other languages beforehand.