If you own a business with a name that blends in with all the other Tom, Dick, or Harry Enterprises, it may be time to rethink your brand strategy. In ranchers’ cattle, a hot iron makes a permanent mark by burning the hair and skin. If the branding iron isn’t hot enough, it will only make a temporary mark that will eventually fade.

Let’s face it, when many of us small business owners started our companies, we didn’t really consider the power of a great brand. With all the other “stuff” that happens as businesses incubate, we often don’t take the time or invest the resources to create a compelling brand that sticks.

Some of us go for the more straightforward brands, like Bill’s Tour Guides or K&S Hair Salon. Some opt for mysterious names, such as Industrial Solutions or Southern Sales, which tell potential customers very little about the business or products.

If you’re starting a business or want to heat up your brand, then think red hot. You need a name that will stick in the minds of your potential customers. Your brand should define who you are and what your company does, and it does it in a way that is memorable. The brand also needs to evoke the right feelings and emotions about your business.

There are many different strategies for developing the perfect brand name for your company or product line. Here are some examples.

Address customer concerns – let them know ahead of time that you won’t let them down

• One hour of heating and air conditioning
• fast print
• fedex

Build confidence or stability – make your customer trust you and your product

• duracell batteries
• under armor

BeVisual – put an image in the mind of your customer

• blue dot technologies
• two fat dads barbecue

be creative – this usually requires a larger marketing budget, but can be powerful

• iPod
• light
• starbucks

Steps to build a brand that burns

1. Brainstorm: Discard all the words that describe you. Discard all the words that describe your product or business. Then throw out any words that describe the emotions, thoughts, or feelings you want your customer to have. Write them down or enter them into your computer for later reference.
2. Thesaurus: Get the thesaurus and look up catchy synonyms for any of the words generated during the brainstorm.
3. Test Word Combinations: Combine some of the above words as direct addition combinations, like in Blue Fin Salon. Also combine some of the words as fused word combinations, like in Invisalign
4. Get information from friends, family, potential clients, business owners or advisors. Something that sounds very good to you may sound very bad to others.
5. Domain Verification – This is one of the most important parts of the process. You must secure a domain name (http://www.mybrand.com) that uses most of your brand name, if not your entire brand name. Potential names should be checked as you think about them, so you know what’s available. If your brand is not available, keep thinking. You can find a great web tool for looking up domain names on the go at ddwhois.com. Also, visit makewords.com to find word combinations and domain names with one tool.
6. Trademark Search: You should perform a trademark search to see if anyone else has a registered trademark under your brand name. Visit the US Patent and Trademark Office search site at http://tess2.uspto.gov/ If you wish to register your name, consult a qualified trademark attorney
7. Search the Internet: Even if your name isn’t registered, someone else may already be using it. Do a Google search for the name in “quotes”. This will display any exact word combinations from other people who may be using the name. If someone is already using the name in a similar industry, it’s probably best to stay away. If in doubt, consult a lawyer

Think hot when developing your brand name. If the mark is really burned, it will not fade.