Why You Should Consider Retention When Choosing a Name for Your Business?

Name Retention

Retention is one of the most important aspects of choosing a brand name, but it's also one of the hardest things to get. For one thing, there aren't as clear-cut guidelines to follow. A good name, one that will stick in your mind, often possesses a little bit of star quality, a certain 'je ne sais quoi' that helps it stand above the rest.

Imagine you could go back to 80s with a time. What do you think would happen if someone asked you a question and you struggled to 'Google it'? The commonplace in the 21st century - the point where a brand name is now a verb, was once a completely word that nobody was familiar with. And yet it stuck. Google is undoubtedly one of the most globally recognized brands in the world, and you'd probably be thinking that their name didn't have something to do with that.

There are several linguistic aspects that will help names to pop. Employing one or more of these can boost your name's star power in a major way.



Rhyming words can be easier to remember. Our brains like patterns, and a repeated sound helps your brain differentiate your brand. Using the Google example, the double G helps the brain break up the word into two segments, with a bit of a sing song sound.

Find words or pairings that has rhythm or semantic flow, which helps to avoid leaving someone with a hard stop. This tends to create alliteration, such as Freaky Friday or Sunny Shores.


Similar Structures

If you're looking at an abstract name, think about the possible ways how it aligns with a real word in terms of its vowel and consonant structure. Our brains love patterns - and all three of these tactics are great ways to trick your brain into falling in love with your name.

Circling back to Google, it does have a similar sound and feel to the word 'Goggle'. Adding in the extra 'o' gives it a playful, quirky sound but still mimics that feeling of the original word, making it more familiar to your brain.


Pleasing Sounds

Your brand name should equally be pleasing to say and hear, you probably be aware of it. A beautiful-sounding business name added a bonus that will also make your name easier for people to remember.


Sticky Letters and Word Segments

Having certain letters and letter combinations within your name can also improve your names retention.

Names that contain uncommon letters such as J, K, Q, V, W, X, Y and Z can encourage retention. These letters aren’t found as much in western languages, which makes them more distinct and memorable.

Similarly, certain word segments can also increase retention. Suffixes like -uzz, -ax and -ube stick out in our brain. This is probably due to their relative rarity, as well as their interesting phonetic properties.


Specific Imagery

Images has a lasted effected on our sensory memory. Scientists have found that humans remember information better when they associate each piece of information with specific imagery. This observation also has implications for business naming as well. A name that employs specific, tangible imagery is going to be easier for people to retain than a name that is vague and conceptual.

For easy learning,

Compare "Small Place" vs "Zesty Lemon". One is a concept, while the other is an object.

It’s hard to picture "small place" in your mind. With "Zesty Lemon" not only does your mind naturally paint a picture, it engages your other senses as well - smell, taste, and touch. This only further cements the image in your mind, which will allow you to retain the name much easier.



When naming business name, people usually made one common mistake is choosing a name that generically describes the products or services their business offers.

3D Print Express

Smart Cloud Marketing

Easy Plumbing

These names are actually good for retention if write on paper. Use keywords that people are familiar with makes your name easier to retain. The problem with these names is that they are the obvious choice. Anybody could think of them, and so they lack distinctiveness. This leads to some big issues:

  • They Won’t Stand Out - You can have trouble standing out from your competition.
  • They Aren’t Interesting – people don’t remember or even notice If your name is too generic.
  • They are Hard to Trademark - securing a trademark for your brand will be much more difficult, because you are using the same generic keywords as everyone else.

For this reason, you need to strike an balance between originality and familiarity.

Compare these two names:

3D Print Express - Obvious. Service Oriented (3D Print) + Value Proposition (Express)


Holoprint – distinctive, unique word combination, fits the category, yet intriguing (what is a holoprint?)

Which name is more memorable? If you were looking for a 3D printer, you might click either Holoprint or 3D Print Express. Which name makes you want to learn more?

Don’t go to the default. Great business names don’t just identify your business, they help persuade convert your customers. Find a name that sticks out in a memorable way and you could find yourself at the top of the competitive heap.