5 steps to choose your keyword driven brand name

Author: Leanne Knowles

8-10 minute read

There is no point having a catchy brand name if no-one can find you online. When it comes to naming a business, many founders get stuck trying to find something unique and catchy, while overlooking a highly effective strategy: the keyword-driven approach. 

This method focuses on using industry-specific terms or popular search keywords to create a clear, descriptive business name that immediately communicates what you offer. In today’s digital landscape, where online visibility is crucial, a keyword-driven name can help your business get noticed faster and improve its search engine ranking from the start.

Is this the right choice for your business?

This is not always the right choice for all businesses. However, for a small business owner or startup founder who wants to attract customers through online searches, the keyword-driven approach can be a smart and practical choice. It’s especially effective for e-commerce stores, local service providers, and digital marketing agencies that rely on search traffic to generate leads.

By incorporating relevant keywords into your business name, you’re not only making it easier for potential customers to find you, but you’re also establishing credibility and setting clear expectations about your services.

In this article, we’ll dive into the benefits of the keyword-driven naming approach, how to choose the right keywords, and what common pitfalls to avoid. Whether you’re launching a local service or a niche online business, this guide will help you create a name that drives traffic, boosts visibility, and sets you up for success.

The keyword driven business name approach

The keyword driven approach involves choosing a business name that includes high-ranking keywords relevant to your industry. The focus is on enhancing search engine optimisation (SEO), making it easier for potential customers to find your business online.

 Pros:

Consider the advantages of using the keyword driven method:

• Boosts discoverability: Helps your business rank higher in search engine results, increasing organic traffic.
• Immediate context: The name gives customers a clear idea of what your business offers.
• Effective targeting: Attracts ideal customers who are searching for specific services or products.
• SEO Benefits: Keyword-rich names support your overall search engine optimisation strategy.

Cons:

Consider the disadvantages of using this method:

• Lacks creativity: The name may sound generic or uninspired, lacking a unique brand identity.
• Trademark issues: High-demand keywords may already be in use, making it difficult to secure a trademark.
• Limited flexibility: If you expand your offerings, the keyword-based name may not fit new products or services.

Industry sectors

Consider your industry and what will work best for you.

Here’s a few suggestions to get you thinking:

• E-commerce and online retail: Stores that rely heavily on search engine visibility (e.g., niche online shops, Amazon sellers).
• Digital marketing services: Agencies focused on SEO, content marketing, and paid search (e.g., SEO consultants, PPC management firms).
• Local services: Businesses where customers search for specific services in their area (e.g., plumbing, roofing, cleaning services).
• Professional services: Lawyers, accountants, and real estate agents who want to clearly state their expertise (e.g., legal firms, financial advisors).

Examples:

You can find a lot of examples for this approach in practice:

• Texas Roofing Co: A roofing company leveraging local SEO with "Texas" and "Roofing" as key terms.
• SEO Manchester Ltd: A digital marketing agency specialising in search engine optimisation for local businesses.
• Welington Personal Trainer: A personal training business using “Wellington” and “Personal Trainer” for local SEO.
• SG Tech Solutions: An IT service provider highlighting its focus on technology in Singapore.
• Best Buy (Electronics retailer focusing on being a top choice for consumers).

Step-by-Step Guide:

When you are ready to get started, follow these five simple steps:

1. Conduct keyword research: Use a keyword planning tool to identify popular industry terms.
2. Select high-search volume keywords: Choose one or two relevant keywords that your target audience frequently searches for.
3. Create a name with keywords: Combine these keywords into a simple, clear business name.
4. Check availability: Check the name is available as a domain and on social media platforms.
5. Verify Trademark: Confirm the name can be legally protected, as keyword-based names are often widely used.

Commonly used tools:

Remember to do thorough research before you decide on using an online tool.

Here’s a starting point:

• Keyword Research Tools: Google Keyword Planner, Ahrefs, Ubersuggest
• Domain Checkers: Instant Domain Search, LeanDomainSearch
• SEO Analysis Tools: Moz, SEMrush

Testing the strength of the brand name

How do you know you have a brand name that will deliver on your business goals and objectives? Many founders fall in love with a name only to discover later that it’s hard to pronounce, doesn’t resonate with customers, or faces legal issues. That’s why testing your business name before making it official is so important. A thorough evaluation can help you avoid costly mistakes, ensure the name aligns with your brand identity, and set the stage for long-term success.

Once you have a shortlist of names that you love, it’s time to put them to the test. Here we explore a variety of effective methods to test your business name, so you can confidently choose one that is ready for market.

 Social media testing

Use platforms like Instagram, Facebook, or LinkedIn to run polls and gather instant feedback from your followers on your top name choices. This engages your audience and provides insight into which names resonate most. Keep it simple with two or three options to avoid overwhelming participants.

Audience feedback and focus groups

Gather feedback from small focus groups that represent your target market. Ask open-ended questions about how the name makes them feel and what it conveys about your brand. Prioritize feedback from your ideal customers rather than friends and family for more relevant insights.

Domain and social media handle check

Verify the availability of your chosen name across domains and social media handles using tools like Namechk or KnowEm. Consistent branding is key to building a strong online presence. If the exact domain isn’t available, try slight variations, but ensure they don’t compromise the name’s clarity.

Brand story alignment

Ensure the name fits seamlessly into your brand story, mission, and vision. Write a brief brand narrative using the name to see if it conveys the right message and tone. Choose a name that aligns with your broader brand narrative and has room to grow with your business.

Visual and logo testing

Create mockups of potential logos using the name to see how it looks in different contexts, such as on a website, business card, or social media profile. This helps you assess the aesthetic appeal of the name.  Use design tools like Canva for quick mockups and gather feedback on the visual presentation.

Summary

The keyword-driven approach is a practical strategy for naming a business, that leverages industry-specific terms to create a name that’s both clear and SEO-friendly. It brings many benefits including boosting online visibility and attracting targeted customers. It also comes with its challenges, such as a lack of creativity and limited flexibility for future growth.

If this is an approach you want to explore, there are helpful tools like Google Keyword Planner and Namelix to generate ideas and identify high-ranking search terms. The industries that may be best suited for this approach, include e-commerce, digital marketing, and local services, where search engine traffic plays a key role in lead generation.

 When you follow our structured 5 step process, aspiring founders and small business owners can confidently select a keyword-driven name that enhances discoverability, build trust, and position your brand for success. Remember to put your shortlist to the test before you commit and invest.

About Leanne Knowles

Connect with Leanne on LinkedIn

Leanne is a former professional skydiver and base jumper turned business growth strategist with a business degree and 30 years’ experience.  She founded two successful businesses in the adventure sport industry at age 24, and sold them both ten years later.

Leanne served as founding CEO and director for an Australian medical technology start-up. She has been a director on three not-for-profit boards over thirteen years. Leanne has worked with Deloitte as a digital specialist, and provided business coaching services for the Australian government’s Entrepreneur’s Programme.

About Headswitch

Leanne launched Headswitch as a marketing and business strategy consultancy in January 2000, and has transformed it into a global coaching business. Headswitch helps micro and small business owners to grow and scale their business using smart, simple strategies, the latest tech tools, and productive business relationships.

Leanne does this by sharing her decades of experience, hard work and research.  The information and strategies are delivered primarily through online business training, private coaching programs, and a business community dedicated to business success.

These strategies have been responsible for helping Leanne to grow and scale her own business, without the stress and overwhelm.