Naming your handmade business or Etsy shop: the 3x5x7 method to help you pick the best name

Summary

In this video, Deb, the founder of Tizzit.co, provides a clear and engaging guide for naming your handmade business. She breaks down the process into three steps: reframing the purpose of your business name, brainstorming with five different name categories, and narrowing down choices using seven essential filters. From personal names to evocative and invented ones, Deb emphasizes that a business name should evoke emotion, be memorable, and allow for future growth. The key message is that your name doesn’t define your success—action does—and the process should be fun, not stressful.

Takeaways

• 😀 A business name doesn’t need to explain what your business does—it just needs to evoke an emotional connection with your ideal customers.
• 😀 Don’t overthink the naming process; it’s not the defining factor for your success. Focus on moving forward and launching your shop.
• 😀 Brainstorm a variety of name ideas across 5 categories without filtering them initially: personal names, descriptive names, invented names, experiential names, and evocative names.
• 😀 Personal names (like ‘Calvin Klein’) tie your business to your personal brand but can be limiting. It works if you're the creator and face of your products.
• 😀 Descriptive names (like ‘Jeanine Jewellery’) are less effective today because search engine ranking no longer relies on keywords in the name.
• 😀 Invented names (like ‘Tizzit’ or ‘Google’) are distinctive, memorable, and flexible, allowing you to define the meaning behind the name.
• 😀 Experiential names (like ‘Print&Party’) relate to the customer experience, even if they don’t directly describe your product.
• 😀 Evocative names (like ‘Amazon’ or ‘Apple’) evoke feelings or concepts that are unrelated to the actual product but help define the brand’s identity.
• 😀 When filtering names, consider 7 questions: how it sounds, how it looks, its distinctiveness, the depth of its meaning, its warmth, practicalities, and its future-proof potential.
• 😀 Choose a name that’s easy to pronounce, spell, and remember—avoid using obscure or tricky spellings that might confuse customers or lower your brand's perceived value.
• 😀 Ensure your business name is legally available (trademarked, domain name, social media handles) and can evolve as your business grows.

Q & A

Why is choosing a name for your handmade business so important?

Choosing a name for your handmade business is crucial because it helps to define your brand identity, evoke emotions, and engage your target customers. However, it's important to remember that the name alone does not determine your success. It's one of many elements in building your brand.

What is the first step in picking a name for your handmade business?

The first step is to reframe your perspective on what a business name needs to do. It doesn't need to describe exactly what you do but should evoke a feeling, engage customers, and fit within the context of your brand.

What are the five categories of names that you should consider when brainstorming ideas?

The five categories to consider when brainstorming are: 1) Personal names, 2) Descriptive or functional names, 3) Invented names, 4) Experiential names, and 5) Evocative names.

Can you give an example of a personal name for a handmade business?

An example of a personal name would be using your own name for the business, such as 'Christian Dior' or 'Calvin Klein.' This can work well if you're closely tied to your personal brand and product.

What are some downsides of using a descriptive or functional name for your business?

Descriptive names often result in generic or overly competitive names, especially when they include common keywords. Additionally, such names might not stand out in a crowded market and can limit the brand’s growth potential.

Why might an invented name be a good choice for a handmade business?

An invented name, like 'Oreo' or 'Google,' is unique, memorable, and allows you to create a brand identity from scratch. It stands out and can evoke a strong emotional connection with customers.

What is an example of an experiential name, and why is it effective?

An experiential name like 'Print&Party' for a digital invitation business works well because it immediately connects to the customer’s experience (printing and partying) without directly describing the product.

What makes an evocative name different from a descriptive name?

An evocative name is a real word that doesn’t describe what the business does but instead evokes certain feelings or ideas. For example, 'Amazon' evokes scale and adventure, while 'Apple' evokes simplicity and freshness.

What are the seven filters to evaluate a business name?

The seven filters are: 1) How does it sound? 2) How does it look and spell? 3) Is it distinct enough? 4) What is the depth of meaning? 5) Does it have warmth and humanness? 6) Is it practical (e.g., domain name availability)? 7) Is it future-proof?

Why is it important to consider how a business name sounds and looks?

A name should be easy to pronounce and visually appealing. It’s important because customers will frequently say the name aloud and see it in print, whether in a logo or on social media. A difficult name to pronounce or spell can create barriers for word-of-mouth marketing.