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What's in a Name?

What's in a Name?

So, you want to start a business...

Congratulations! You've decided to start a new venture. You have a great idea. The excitement and allure of success are ahead of you. You're ready to take the world by storm! But, now what? Aha! I got it. You need a name. However, in a global economy finding a unique name is difficult. So where do you begin?

Brainstorm, brainstorm, brainstorm

Talk to your family, trusted friends, and partners. Create a list of potential ideas. It doesn't have to be super formal. It can be long or short. It just needs to be enough to get you going in the right direction. With your list of potential names in hand, you'll need to start Googling...aggressively. Why? Unless you are creating your own word (like Google) or using a very unique acronym, chances are someone else has thought of something very similar. You need to be sure your name is yours and yours alone.

Oh no, your favorite business name is taken!

We fell in love with multiple names, only to find some other brilliant minds had beaten us to the punch. Feeling a bit frustrated, we headed to the beach and started brainstorming again. There is something so calming about nature that makes way for new inspiration and ideas. If you find that your favorite name is taken, find a place or activity that allows you to clear your mind. Remember what you love about your business idea and let your mind wander. Stream of consciousness will lead you to the right conclusion. 

You did it! You picked a business name. Now what?
  1. Make sure you love it. You will be saying it often.
  2. Register your business. Make sure it is legally yours.
  3. Claim your domain name. You're definitely going to need a website.
  4. Claim all of the social media handles, even on platforms you don't necessarily intend to use immediately.
  5. Share your name with everyone you know! The power of word of mouth is undeniable and incredibly useful for businesses in their infancy. 
Why Crann Apparel?

Like most Americans, my family immigrated to the United States. I am a blend of Scottish, Irish, and Polish. When I was growing up, my parents proudly shared some of the traditions of their ancestors. When it came time to pick a business name, I needed a name with deep meaning. For me, nothing is more meaningful than my family and its history. I also wanted to pick a name that embodied our brand. We make clothing made from natural fibers. My favorite fabric - TENCEL™ Lyocell - is made from Eucalyptus trees. So, I picked a name that literally means "tree". In fact, "Crann" is the Gaelic word for "tree". The word Crann perfectly combines my love of my family, the environment, and natural fabrics. We added the second word "apparel", so everyone knows that we are selling clothing (and not trees). 


TENCEL™ is a trademark of Lenzing AG.

1 comment

Nicole B

This is so interesting – I had no idea you came up with the name this way and I love it even more now! I always thought it sounded like “Cran-Apple” like the kids juice – made me about it being a kids’ clothing brand…now I know the real story!!!

Also- these steps for picking out a brand name were actually super helpful, as we are in that process right now.

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