information Want people to remember your business's name

[Lox]

A business name has done its job if it causes a person to pause for a second. And it’s even more valuable if you can remember it long after that pause. Memorability matters.

So how do you create a memorable name? In a 2003 article from the Journal of Advertising, the authors cited the following features that enhance either the recall or recognition of brand names:

• Rhyme
• Unusual spelling
• Onomatopoeia
• Initial hard consonant
• Wordplay
• Brand-name fit

Let’s look at a few in greater detail, along with some other factors that influence memorability.

Familiarity

This isn’t in the above list, but it’s worth acknowledging. The same Journal of Advertising article says that familiarity plays a larger role in brand-name memorability than the linguistic features of the name.

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[HotKey]

Nowadays, are folks looking for a domain to name their business to, or building a new company and then scrambling to find the right match afterwards? Which scenario works out better for investors?

Done properly, any of those features are consistent with creating a lasting impression, familiarity probably the most common trait in a domain name. If all wordsmiths were namers, we'd be in a bit of trouble, we would.

Nice find, and good resource article. Length plays an important role too in memorability.