Starting a side hustle? Naming is hard

I regularly get stricken by a business idea. It hits me pretty good, I come up with a back of a napkin business plan, ideas for marketing, get excited and tell this to my next desk neighbour and a good friend Deividas. We even come up with a name for the new venture and he quickly sketches a logo. Because that’s what he does, he’s a designer, everything starts with a logo for him.

As soon as we realise how much time it would take and how busy we are any idea fades away. Some better ones land in Deividas’ Dribbble portfolio, but most of them just fade away.

Yet one of them ideas stayed. Probably because this one wasn’t mine, Deividas have thought of it.

It seemed pretty natural and easy to do. We already create business names and logos on a regular basis, but instead of throwing them out, we could share them with someone who could use a logo and a business name.

So we came up with a side gig idea that stayed. Sell our creative outcome for some holiday money. Or maybe buy a boat or something, haven’t thought of it yet.

We scrap the business idea, but keep the name and the logo. Then, package them together and sell to someone who is about to start a new business venture.

Hence Brandwurst was started. That’s where the fun started. We’ve got all these domain names, logos and business names laying around that seemed pretty easy to create, but generating a name for our own thing was a totally different story.

It’s a story of why naming is hard

We somehow intuitively knew that our business name has to have the word “brand” in it. Not sure why, but any and every name we thought of contained this word.

We wanted our venture to be daring and playful, to stand out of dozens of similar sites. Something along the lines of "We care about the names and logos we create, our domain names are crazily brainstormed, hand picked and then handpicked again”.

And so we tried. The number of names we tried, slept on, argued about (sometimes it got pretty strange) and even the number of domains we bought thinking that the name is perfect or conveys a message we want our brand to produce.

We didn’t even like Brandwurst at first. Yet with some time, we realised that it brings a certain vibe, a quirky marketing angle and the playfulness we’ve been looking for.

I’d say naming took us at least one-third of the energy and effort to start our business. So why is it so hard to name the business? Is it because there are quite a few questions to answer when picking a business name?

What does it mean?

Does it carry a hidden meaning? Can it be turned and have multiple meanings? Is the name clever or is it obvious, can it be both?  Does it even have to have a message or just simply sound good and be short?

We want our name to say something

How does one feel when they hear or read our name? Any associations? Does this name say anything about us and our business? Does it bring any meaning to people? Is it possible for the name to talk about our values and goals?

An available domain name?

There are so many businesses that it seems all the good names have been taken. Getting an available domain is either a joke or a very creative interpretation of what TLDs (beyond .com) can be used.

Everyone in your team has to like it

Or do they? We didn’t agree on Brandwurst at first. It was funny, then not funny, then it seemed not serious enough for a business. Until it felt funny and aligned with what we want our business to be like.

This is why Brandwurst may be good for you 

Ready for the pitch? I hope it’s not that bad and honestly useful.

We know that buying a domain name and a logo off the shelf can save you tons of energy and time.

That’s pretty much what we do here. Our idea is to give you a chance to shift your focus to what really moves the needle in your new business.

We really love our stuff, and hopefully, it can become a seed of branding for your new business.


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