March 19, 2024 • 55 mins
192 - Dive into the art of naming your eCommerce business with our 12 best practices! Join our hosts Andriy and Vira as they share insightful tips and humorous anecdotes, including the stories behind their own business names.
Watch the full episode!
You’ll Learn
- The story behind Flowium’s brand name
- The first thing to consider when picking a name for your business
- Domain value: Andriy and Vira’s insights on pricing
- Best advice on validating your brand name
- Amazon’s original name and why Bezos discarded it
- The technical advice for choosing a strong brand name
- One thing to consider if you want to go international
- 3 techniques for crafting stand-out brand names
- Trademark and why it’s crucial to register your brand
- 4 key resources for choosing a brand name + a walkthrough on how to use them
All mentioned resources are here!
Did you enjoy this episode? If so, please leave a short review and we will send you a Flowium gift.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome to email Einstein, a podcast by Floium.
It's time to start honoringyour inner marketing Einstein.
Tune in for the data-driventips that'll make you a
marketing genius.
Here you'll find emailmarketing formulas and tips
straight from the brilliant madscientists at Floium.
It's time for your emails tostart earning more money.
It's time to unleash yourEinstein.
Speaker 2 (00:25):
Hello, hello everyone .
Welcome back to email Einstein,the podcast by Floium.
We are your host, vera Sadlak.
Speaker 3 (00:31):
And Andrei Bojchuk.
Speaker 2 (00:33):
And today we have yet another episode of our series
about Andrei starting his ownbusiness.
Speaker 3 (00:41):
Yeah, because I.
Speaker 2 (00:41):
Say something, Andrei , yeah say something.
Yeah, business.
Speaker 3 (00:45):
I was like, oh wow, starting a new business, to
start something from scratch islike exciting, but at the same
time it's scary because you needto go through.
No, I'm older and wiser soprobably I'll not repeat the
same mistakes, but still it'slike scary exciting.
Speaker 2 (01:06):
It's a journey, let's just put it this way, but today
we're actually going to betalking about the exciting part
of starting a business.
For me at least, I think it'ssuch a fun part.
Today we'll be talking aboutpicking the name for your
business.
Your business name is arguablyone of the most important
branding and marketing tools youhave at your disposal and
(01:29):
obviously it's super important.
Obviously, you should like it.
Other people should like it too, and a strong, memorable
business name can help you buildlike a strong brand identity,
and that's exactly what we'll betalking today.
We'll be talking about 11things to consider when picking
the business name and actuallytoday possibly, we will be
(01:49):
brainstorming some businessnames for Andri's business.
So it's going to be like a livething.
Speaker 3 (01:57):
And actually I want to keep you listening to the end
because there's not 11, butthere will be one bonus 12
things that I did not thinkabout it and I was almost put
out of business because I didnot check that thing.
Stay tuned to number 12 to knowwhat I'm talking about.
Speaker 2 (02:18):
You get me hooked, andri.
You get me hooked.
I'm like I'm staying for sure.
Speaker 3 (02:23):
Yeah, I'm bad with those hooks, but I'm learning,
I'm learning.
Speaker 2 (02:26):
No, no, you're getting better and better.
Do you want to start from likea story time of how you came up
with the name for your existingbrand, Flowium, and what was
before that?
Speaker 3 (02:40):
Come on, you said when we rename it, you're the
first one, I believe, said likewhy did you rename it?
You had such a cool name before.
Speaker 2 (02:50):
I liked it.
I mean it was very descriptive,but give people some background
.
Speaker 3 (02:55):
Sure, I always said I did not plan to start a
business, I did not plan to havean agency.
At that moment, when I come upwith that original name, I
didn't know that agency businessmodel existed.
I was so new to this.
I live at that time and rightnow I live in New York, but NYC
(03:18):
was a cool acronym that almostanybody in the world I was doing
email marketing.
I put two plus two emailmarketing.
Nyc domain was available andhere you go.
This is a business name.
It was the original.
Speaker 2 (03:36):
The original was email marketing NYC Actually,
I'm still using it to log intothe T-sheets and something
emailmarketingnyccom the longestbusiness name ever, but it was
so descriptive.
People knew exactly what wewere doing.
(03:57):
People knew exactly where weare from.
It was almost too descriptive.
Speaker 3 (04:02):
Do you remember that Clavier event we went to
together?
Like when you meet new people,the typical icebreaker hey,
where are you from or what areyou doing?
And when people read our badges, there were no icebreaker.
It was a hard time to get toask us something generic.
Speaker 2 (04:25):
How is the weather?
It was almost too descriptive,but then you decided to rebrand.
What was the thinking behindrebranding?
Why did you decide to changethe name from email marketing
and NYC to flowume?
Speaker 3 (04:39):
From the beginning.
So first I came up with thatname just to register a domain,
so I have a website to looklegit and I didn't plan to start
any kind of business like wehave today.
But when we start growing and Istart to hire people and we
start to have some reputation onthe market, I was thinking, hey
(05:00):
, I want to have some cool namenot email marketing in NYC,
which was, in my head, not cool.
So I start to think aboutdifferent kinds of names and
we'll go through today throughthe same process.
I went back in the days to comeup with the name flowume.
Speaker 2 (05:19):
Okay cool.
So let's talk about step numberone.
Speaker 3 (05:23):
So number one actually sorry, vera, but before
we start I want to also givesome social proof.
How we said, there are a fewpeople already for businesses
that I know in my close networkwho went through the same
process and already named theirbusiness.
Actually, two are still in theprocess of naming, but two
(05:45):
already picked the name and nametheir organization, using the
same framework, will be goingover and also during this
podcast, we will bebrainstorming the name for the
new e-commerce store that I'mstarting.
Not sure what to expect here,but let's throw ideas, vera, if
you have any.
Speaker 2 (06:04):
Cool, let's do this.
But let's start from the stepnumber one.
When you're thinking about yourbusiness name, it's super
important to make sure thatthere is still a domain
available for the name, andobviously it's a very important
thing.
Ideally, you'd still want toget something withcom, but it
(06:24):
can be very challenging withthose generic names or
semi-generic names, and that'swhere your creativity comes into
the picture.
So yeah, andrei, why?
Speaker 3 (06:37):
is it?
I personally believe sorry, mypersonal belief.
If it's notcom, it does notexist for me.
You can sell me any appleco andI will never buy that domain
because in my eyes, again, it'spersonal preference, but I need
(06:59):
to havecom.
This is kind of the bareminimum for me.
Speaker 2 (07:02):
Yeah, I'm on the same page with you.
We spend a lot of money topurchase fungoosecom.
I know it's not like super.
Speaker 3 (07:09):
How much if you don't .
Speaker 2 (07:11):
For us back then, like five years ago or four
years ago, when we purchased, itwas something like around
$7,000, I think so it was like alot of money for us.
Yes, yes, because it's likesuper generic, right Fun and
goose, like literally there's nochanges.
Speaker 3 (07:27):
And you just made fun of me purchasing coldume for
the $1,000?
.
Speaker 2 (07:32):
Listen, andrei, when we purchased fungus and for
those of you who don't know whatwe mean, in my husband we have
a business we do Fungus startedactually as a mushroom business.
We were selling mushroomgummies.
That's why it was super wittyand smart idea to use the fungus
as sort of a name for ourbusiness, because fungus sounds
(07:56):
like fungus, like mushroom, butat the same time it's like a fun
goose, like an animal.
Speaker 3 (08:02):
So it's a play of words and we oh, andrei, okay,
well, thank you so much, let'sdo some shout out to Vera and
her amazing work with herhusband.
Speaker 2 (08:12):
Yeah, I mean we changed it ever since we started
the business.
We like expanded.
Now we're selling books andstuff and now that like fungus,
that animal, actually becamelike a symbol of our business
and we have this like fungus,like that guy, in each and every
story that we have.
So, yeah, so that's my story ofhow I spent a lot of money on
(08:36):
something ending with likecom,so yeah.
So if you still can getsomething withcom, I would
recommend going for it.
Honestly.
Speaker 3 (08:47):
Before we continue aboutcom, can I give you one
advice about email marketing?
Speaker 2 (08:52):
Please, please do.
Speaker 3 (08:55):
No, I saw this upton method recently about some brand
and they said, hey, sign up forour newsletter and toilet jokes
.
In your case, I would saysubscribe to our email and some
dad's jokes.
I would sign up for dad's jokes.
We're like right away.
Speaker 2 (09:15):
Or jokes about geese, about geese right.
Speaker 3 (09:18):
Yeah or geese.
Speaker 2 (09:20):
Yeah.
Speaker 3 (09:21):
But for me it's a deal like ifcom is not available
, I will not buy.
Speaker 2 (09:28):
Well, I mean, that's Andri's preference, right?
If you guys?
Yeah, yeah, of course.
Speaker 3 (09:33):
Everything that will be describing here today.
This is kind of best practice,or, but you don't have to have
those 12 things, you can pickonly eight.
But this is kind of the bestpractices I have, or you might
have even 20.
Speaker 2 (09:48):
But don't let thecom thing stop you from creating a
business Like, honestly, it'ssuch a it's important, but in my
opinion not like as important.
So I don't know you do you boo,but but I spend a lot of money
oncom, just saying so.
Number two make your businessname unique, unforgettable and
(10:12):
catchy, just like emailmarketing.
Nyc right.
Speaker 3 (10:16):
Yeah, it sounds easier than you think.
I mean, we can say, like youcan call your company, let's say
banana, but if you havebananacom, it's amazing domain,
but you will be competing withall banana companies, banana
products, anything bananarelated.
You will be.
Speaker 2 (10:36):
Okay, you think so right.
Why just Google Apple.
You won't find any apples onthe first like five pages, just
like applecom.
Speaker 3 (10:45):
Okay, I wish you to be as big as Apple with your
banana brand and anything youtype in.
You will be on the first pages.
But let's say, let's say, picka letter, letter for climbing,
like if you have a company nameletter.
Yes, it will give you SEOranking, but it would be hard
(11:07):
for you to compete.
And something unforgettablelike Floreo I'm kidding.
Speaker 2 (11:15):
No, it's actually a really good name.
Speaker 3 (11:17):
So for me, the next step, after I get the domain, I
enter that email.
That email, not the domain,sorry, that name, not withoutcom
.
I'm putting in Google and Iwant to see how many searches
are there, how many pages ofsearches.
So if I see like 10, 15 pages Ineed to do some work to compete
(11:39):
with other brands.
But if I put in and I see onlyone page it's easier to compete
with others.
I know the person from SingleGrain, eric Sewe.
He has a marketing agency aswell, but Single Grain it's
about Scottish whiskey becausemultigrain and single grain
(12:03):
whiskey.
So he said he got a lot oftraffic, people searching for
whiskey and non-smarteningservices.
So think about how you nameyour company as well.
Speaker 2 (12:12):
That's a cool idea.
I never thought about searchingfor how many searches are there
.
I just typed in Fungus and I'mnot doing a lot SEO speaking so
far, but we are number four, Ithink, on the search page.
But that's just because we arelike Funguscom and we have an
Amazon listing and website andstuff, but I never thought about
(12:36):
that generic aspect.
Speaker 3 (12:39):
For some reasons they don't show anymore how many
words are there.
It's just continuous loading.
Does it show you how manyFungus pages are there?
No it doesn't, it just showsthe number of pages.
Speaker 2 (12:53):
I wonder why.
Maybe it's super generic.
That's why I don't know.
Speaker 3 (12:58):
Okay, the next thing is about awarding unusual
spelling or how hard topronounce and commonly
misleading words.
Can you come up with some ideashere?
Speaker 2 (13:12):
I actually have a story about it.
It's about the Amazon.
Do you remember the story ofhow Amazon started and what was
their original name?
No, I don't For those of youguys who don't know it's such a
famous story.
Basically, when Baz's firstcreated the company and it was
(13:33):
like I don't know early 90s,right, sometimes before the
internet was a big thing it waslike a book company.
When Baz's created the company,the name was Kadabra, like
Abra-Kadabra, so the name of thecompany was Kadabra.
But when he actually called tohis lawyer and lawyer on the
(13:55):
phone, he heard not Kadabra, butKadabra or Kedavra.
I don't know how to pronounceit, but basically it means the
dead body.
So Kadabra, kedavra, kadabra,kadabra it sounds very similar
when you just don't see thisword written.
So he didn't hear the Kadabra,he heard the dead body, which
(14:16):
made Baz's thing and he decidedto rename his company, but this
time he actually decided to namea company that would start with
letter A, because back in 1994,in the pre-Google world, people
used alphabetical webdirectories to find new websites
(14:38):
and for Baz it was superimportant to be on the first
page, right.
That's how he came up with thename Amazon and Amazon it's
super easy to spell, easy toremember.
It's such a short and memorabledomain name.
I loved it.
I loved it, yeah.
Speaker 3 (14:55):
And I just came up with the idea how to test your
name.
If you live in US or anywhereclose to Starbucks, go to
Starbucks and if they ask youwhat is your name, tell them
this name and see if they spellit correctly.
Speaker 2 (15:12):
So it's probably the easiest.
I love this idea.
Speaker 3 (15:15):
Because when I say my name, nobody got it right in
terms of spelling my first name.
Speaker 2 (15:22):
Really, what did they write, andre?
Speaker 3 (15:25):
Some person wrote John.
No, they come up with.
Speaker 2 (15:31):
I think they're actually just having fun.
Honestly, I have this theory.
They're just there having funmispronouncing people's name.
Speaker 3 (15:40):
In the past we used to have a competitor.
They were sold to bigger agencycalled SmartBog, but the agency
was called Worst E-commerceWorst Commerce, and even for me,
because I have had the accent,it's people hearing Worst, like
the worst, like the worst.
(16:02):
But I'm trying to say somethingthat's worth and you know what.
Speaker 2 (16:10):
This is like the worst name ever.
Speaker 3 (16:13):
But you're getting the point.
So when you're picking up thename, it's extremely important
to get that thing right.
Speaker 2 (16:22):
Right, yeah, no, that's a terrible name for
marketing agency.
I think it's clever in someways, because it's like a
conversation starter almost, butthat's definitely not a message
that you want to send.
Are they still in business?
Do you know, andrei?
Speaker 3 (16:39):
No, no, they were acquired by SmartBog.
Speaker 2 (16:42):
So the worst emails don't exist anymore or worth
agency.
Speaker 3 (16:46):
No, no, no.
Speaker 2 (16:48):
Good for them.
I guess it's my opinion.
Speaker 3 (16:52):
But actually it goes to the second point that we, as
a second criteria is aboutpronunciation.
Speaker 2 (16:58):
Oh yeah, pronunciation is a huge thing.
Some things that are like supereasy for me to pronounce as a
Ukrainian speaker, like a lot ofAmerican speakers or English
speakers are like strugglingwith it.
So I know some people arechanging their names and stuff
like that.
And actually do you rememberthe story about, like Lulu Lemon
and how they came up with aname and how it was like very
(17:22):
difficult to pronounce forJapanese market?
Speaker 3 (17:26):
I think you, I read in the book and also I think you
told me again, but I don'tremember.
Speaker 2 (17:32):
Yeah, so basically, when the guy gosh, I forgot his
name Andrei.
What was his name?
Speaker 3 (17:39):
My goodness, it's so embarrassing Chip Wilson.
Speaker 2 (17:40):
Chip Wilson.
Yes, sorry, chip, we're almostneighbors but yet I don't
remember your name.
So when Chip Wilson came upwith an idea for Lulu Lemon,
obviously he didn't have thename.
Back then he already knew thathis biggest market would be like
Japanese market because theywere, like, obsessed with all of
the American Canadian brandsand he had a big experience with
(18:05):
like Japanese market beforelaunching Lulu Lemon with his
other brand.
But he wanted to createsomething that would sound super
American or super Canadian andapparently in Japanese language
they don't have letter L, sowhenever they say, whenever they
see letter L, it sounds like aRU for them.
So they can say Lulu Lemon,they would pronounce it as Ruru
(18:26):
Raman.
But, they no, seriously.
If I'm mistaken, please correctme Japanese speakers.
But for them, like, if thecompany has like L's, it means
that the company is like, truly,truly like American or truly
truly Canadians.
So this is something like superwestern, because there is not
(18:47):
many brands in Japanese marketsthat had that L.
So Chip Wilson came up with aname that had like the most L's
ever Lulu Lemon.
So, yeah, so that's a story.
Nice, nice, but yeah.
Speaker 3 (19:01):
Clavio created a cool clip where they were telling in
a video how their name wasmispronounced.
Speaker 2 (19:11):
Yeah, people are having a hard time with like
pronouncing clavio.
I heard clavio clavayo.
What else Clavio?
Like all kinds of all kinds ofvariations, but I mean it
doesn't prevent them from beingone of the coolest in marketing
platforms on the market, butit's just like fun thing to know
about.
Speaker 3 (19:30):
And, at the end of the day, name does not like.
People will not buy yourproduct or services because of
your name.
People will use your product orservice because it's cool
product or service and they willremember the names.
The same thing with Cladro.
Speaker 2 (19:46):
Right, yeah, I agree.
Just pick a word and make itcool.
Pick a name and make it cool.
Little them and didn't meananything until they became this
huge badass company.
Speaker 3 (19:58):
Floreum either.
Speaker 2 (20:01):
I can see people wearing Floreum t-shirts all
over the world in like few years.
Speaker 3 (20:07):
Do you mean like I'm wearing Floreum t-shirt and
traveling all over the world?
Speaker 2 (20:11):
Yeah, pretty much Cool.
Okay, next thing to considerfind a name that has almost no
Google matches.
You kind of covered it right.
Speaker 3 (20:22):
Yeah, we covered it in a unique section.
We combined it together, solet's move on.
Speaker 2 (20:27):
Cool Check if the name is available for
incorporation.
Yeah, we're getting technicalhere.
Why is it important, Andriy?
Speaker 3 (20:36):
Yeah, like each state , sorry, depends where you live
and I'm talking right now onlyabout you as, again, I'm not a
lawyer.
I'm not giving you any advice.
But this is the recommendationIf you want to register, before
you name the company, you wantto go to your state website,
corporation website and check ifthe name is available, because
(20:59):
if it's not available, let's say, if you want to register
Floreum in New York state, it'snot available because we have a
name of Floreum here in New Yorkstate.
Speaker 2 (21:10):
Right, yeah, definitely seek some legal
advice from someone moreknowledgeable than us, but
that's just like something thatis important to consider.
Okay, the next one.
Keep it under 12 characters.
Yeah, so.
Speaker 3 (21:25):
I read this book by Dan Norris.
He is the founder of company WPCurve.
It was a subscription service,subscription service for
supporting WordPress websites.
They were acquired by GoDaddyfor $1 million and he wrote this
(21:47):
book and in one section of thisbook he was talking about the
name and what his studyobservation was that all the
biggest brands in the world, alltheir names, are under 12
characters.
Even I was giving.
I was thinking about FederalExpress.
We all know FedEx, but theyused to be called Federal
(22:10):
Express but they made their yeah, but they made their name much
smaller, which is FedEx.
Speaker 2 (22:16):
Same with IBM, right, international Business Machine,
like I've never even knew thatit was their name.
I only know them by IBM.
Yeah, smart, smart, okay.
The next one is tricky Checkthe names meaning in different
languages.
It's a tricky one because somany languages, so many meanings
(22:39):
.
But if you plan to beinternational company or, if you
like, envision this in thefuture, you better check the
meaning of your name.
Speaker 3 (22:48):
So I think Google will help us here.
So if you put that name, thatthing, in Google, you want to
see what kind of results youwill get.
So, like, for example, forUkraine, we use Cyrillic, so it
will not help you much, but it'snot as important but anything
for how long we use Cyrillic inEnglish.
Speaker 2 (23:09):
Latin, Latin, Latin words.
Speaker 3 (23:13):
So any languages that use Latin letters.
It's important because youdon't want to call your company
as something abstract, and inother languages it's a curse
word.
Speaker 2 (23:25):
That's actually the reason why they don't have
Mitsubishi Pajero inSpanish-speaking countries.
Yeah, because it's a reallyrude, really bad word and yeah
you can Google it.
I'm not going to explain whatit means, but yeah, they
basically they name it somethingelse.
(23:46):
In Latin America it'sMitsubishi whatever, Mitsubishi,
something.
Okay, so the next point is kindof like a no brainer one.
Make sure you like it, and Idon't even know if we need to
add anything here.
It's so self-explanatory butyet so important.
Speaker 3 (24:02):
Also I read I used to be upset with Seth Godin blog
and on his blog he said when yourename your company and it
happened to us as well, so hekind of knew what he's talking
about when you rename yourcompany, people will hate it.
People will hate your new name.
(24:26):
So it's important for you tolike it, but the next phase
people will like it so much thatthey will forget that it.
You used to have different namebefore.
Speaker 2 (24:37):
Interesting.
I don't remember hating Flavium, but I was like so emotionally
attached to email marketing andWC for some reason yeah.
Speaker 3 (24:48):
So we'll be talking about this process.
I have a spreadsheet, acalculator, where I apply
numbers to each value, Like ifit's available on the Google, so
I do this.
I have a snapshot here, Ibelieve.
So the names I came up with itwas Flow Vio, Flow Vee like
(25:09):
Brownie, but Flow Vee I lovethat.
Flow's B one, two, threecampaigns Flow Point, backflow.
Backflow is like your companySingle flow, active flow.
Flow One, two, a, 12, andactive flows.
Speaker 2 (25:30):
Okay, I mean, there are some like some strong
competitors.
I'd say Flowny is my favorite.
But, I actually am like sohappy you like decided to pick
the flowy room.
It has that like that feel ofsomething extra luxurious, right
(25:51):
Like platinum or like flowyroom something.
Speaker 3 (25:54):
Yeah, and I'll explain you later.
There's three technique how tokind of come up with those
unique names, and I'll explainyou which technique I use to
come up with flowy.
Speaker 2 (26:06):
Cool, let's just quickly go through the last two
points.
Don't include location in thename.
Why Andri?
Why not including location?
Speaker 3 (26:15):
The same thing with email marketing.
In my city, people wereconstantly asking me if we do
business only in New York or arewe able to serve our companies
in other states.
And I'm like, before I come,after I came up with this name,
I never thought about that.
But when they were asking meI'm like, oh, hold on, it's
causing some issues.
Speaker 2 (26:35):
Yeah, I don't know.
I like when people add in likecities in the in the names, like
a lot of fashion company atParis to them right, or like
some people add London or somelike fancy design groups at
Stockholm.
It's just like representsalmost like the values or like
the lifestyle that you want toproject.
(26:57):
But with service company I cansee how it can be a problem.
Speaker 3 (27:01):
So there's two things that happened.
First, what I just explainedpeople were asking if I'm doing
service in other cities andstates and second, people from
New York City was making funbecause I live on Staten Island
and my office is on StatenIsland, so I had technically I
have have nothing to do with NewYork City, so they make fun of
(27:24):
me being from a village butpresenting unlike for in the
city.
Speaker 2 (27:30):
Okay, yeah, I see, that's fine.
You, that's how I always tellpeople when they used to live in
Vancouver.
I'm like I'm from Vancouver, Iknow I'm 40 minutes drive from
Vancouver, but it's just like somuch easier to explain to
people where I live.
Okay, and the last one, includea clue about what you do.
Speaker 1 (27:45):
I would disagree that this is like yeah, it's like,
so optional.
Speaker 2 (27:48):
so optional Like I, it would be hard for me to
probably like remember a brandthat I like, that is like a
fashion brand or something thathas a clue of what they are
doing.
Speaker 3 (27:58):
But it's like poop over in.
Speaker 2 (28:00):
Yeah, that's a good example.
That's a good example.
Cool Okay, andre.
Now let's go to the secretsauce for resources for naming
your company.
What resources do you use, whatresources you recommend using?
Speaker 3 (28:15):
And let's just bring some Actually before we go about
resources, we forgot to do thebonus one and I'm excited, and
I'm extremely excited to sharesomething.
So a year ago on Google, Istart to see flow on other
people's advertising.
So somebody typing flow on theemail marketing people were
(28:39):
using our name to advertisetheir services and I'm like whoa
, I had a heart attack.
Not as a keyword, but in theirads.
Oh, okay, it's like flow, flowemail design blah blah blah and
their service.
Speaker 2 (28:54):
Okay, that's a fame.
Speaker 3 (28:56):
Yeah, and I had a heart attack.
I put the thing on LinkedIn,people like supported me and say
, yeah, it's like messed up, andso forth.
So I contacted Google, blahblah, and I realized that I need
to have a trademark to takedown those companies.
And when I start to learn moreand more about trademarks, I
realize that anybody on thestreet can register under flow
(29:18):
room and knock on my door andsay I'm sorry but you cannot use
that thing anymore, and I wasworried.
But I'm excited to share that weregister our trademark and we
got approved.
So yeah, so now we do have atrademark and it's extremely
important for you.
Maybe not to register becauseit costs some money, but at
(29:42):
least check that there's nobodythere.
Speaker 2 (29:46):
And then register because if you're a big dog,
someone would definitely want topurchase that trademark.
That's actually a very populartechnique of how it's very
popular in Germany for somereason how they get businesses
out of business, get this likeAmazon listings out of business
and stuff like that.
There are some like black hattechniques with that like
(30:06):
trademark.
Speaker 3 (30:06):
So I mean there's nobody in my kind of preview
that who kind of crossed ourroads.
But I have a friend who kind ofwas working for the guy, for my
friend, and left, quit andopened exactly the same company
using exactly the same name andinstead of beginning green he
(30:28):
used blue.
So okay, and he's servicing thesame area.
So you see the conflict, theconflict that people like,
because the unique is a secondlanguage, a second, second part
of the name, but the first partit was just a collar.
I don't want to name thecompany name because somebody
(30:48):
will go and register and hedoesn't have a trademark and
what I recommend is go andregister and then contact that
guy and say sorry, but youcannot use it because it's a
conflict.
Yeah, so it's extremely as abonus number 12 extremely
important to go to US trademark.
It's free, just go and searchif it's available or not.
Speaker 2 (31:10):
Okay, awesome.
So four resources for namingyour company.
Are these resources that youunderused when coming up with
names for your brand?
Speaker 3 (31:19):
Yes, yes, I used about, I use all of them.
But what helped me number threeto get flow in and other other
domains First of them is word Doit.
How are you say it?
Word Do it.
Speaker 2 (31:40):
Word Do it, word, do it.
Speaker 3 (31:43):
So I'm sharing, I share my screen.
If you are on YouTube, stronglyoh sorry, if you are listening
podcast, strongly recommend towatch this section because I
will show you and demonstratehow it works and it's very cool
tool.
So, first of all, it's a youpick the language in which you
want to have a name.
So if you use Spanish, we willnot use that.
(32:04):
Jerobard, what's the name?
Speaker 2 (32:07):
Mitsubishi Panjera Don't.
Speaker 3 (32:08):
Panjera, will not use Panjera.
No, yeah, and quality like high, medium, low.
I typically pick high.
And where that words that youwant?
Let's say, you have bananas togive me a word, some some short
word or something that you Ifit's for skincare.
Speaker 2 (32:27):
Let's go with something like glow, something
glow like a skin.
Speaker 3 (32:32):
Glow, glowy skin is like a perfect, perfect, so glow
, I love it.
Glow, we will mean glow, wewill.
Speaker 2 (32:38):
Yes, just just glow, we will be done.
This podcast is over.
Speaker 3 (32:45):
Inside, inside, inside story, like because you
don't know, vera is alwaysteasing me about I U M and
anything that.
Yeah, if you want to tease me,she always add I U M to anything
that she's talking to me about.
So glow, and now we want topick how many characters we will
.
Oh, sorry, and we want to thisglow to be at the beginning of
(33:09):
the sentence, ending orcontaining, so it can be
somewhere in the middle.
Speaker 2 (33:13):
So let's do.
Can we do multiple?
Speaker 3 (33:17):
No this is okay.
Containing.
Yeah, okay, let's do Okay.
Speaker 2 (33:22):
Where it is, yeah.
Speaker 3 (33:23):
And let's do lengths.
Okay, and it's glow is what forletters and how many more we
want to add.
So if we add three, I U M soseven.
Speaker 2 (33:34):
No, let's do more so it gives us more options, like
let's do like extra eight, so welike up to 12.
Speaker 3 (33:43):
Oh, you mean up Whoa?
I wouldn't buy that kind ofname.
But anyway, I have a name.
Speaker 2 (33:49):
I have a name for your company.
I think we're done Andri andglow.
Speaker 3 (33:53):
We're done, andres glow.
Speaker 2 (33:58):
Yeah, that's it.
Speaker 3 (33:59):
That's an idea, and there's option in terms of
domain.
This is goes back to the firstcharacteristics show all
available.
Show all or show available only, but available only if we
search.
Let's do create a word and itwill give us different variation
, but it doesn't mean that thatdomain is for $12.
(34:20):
Sometimes they give you optionfor $30,000.
It's available for sale, but itcosts $30,000.
Speaker 2 (34:25):
Right.
Speaker 3 (34:27):
Glow, glow.
Speaker 2 (34:30):
Love that, love it for you.
Speaker 3 (34:35):
And glowing and glowing and glowing.
Speaker 2 (34:38):
actually, I like it and glowing, but it's just like
it's like, but you don't.
But you don't if it's like.
And like an end of something,or and as a word that connects
two words glow pieces.
Speaker 3 (34:52):
And these are all the dot coms, or yes, you see, wow,
yeah, so basically it'sextremely cool tool to use to
look for any.
Oh, I actually picked to pickSpanish as well.
So let's do something a littlebit harder.
Let's do seven, because I don'tlike on glowed leg lows, leg
(35:15):
lows, glowing oh glowing,glowing, I like glowing.
Speaker 2 (35:20):
It's not, it's not very appropriate for like a
skincare.
Speaker 3 (35:24):
Yeah, but they see $9,000.
Speaker 2 (35:27):
Do you know what it means?
Does it have like a meaning?
Because I glow in.
Yeah, I think it sounds like,because it sounds like it should
be a word like this.
It sounds so organic.
Speaker 3 (35:39):
It's, it's, it's wrongly spelled Halloween.
Speaker 2 (35:42):
Yeah, that was my association actually too, so I
don't know if it's like it thebest.
It's a cool name for some, likelike other brands, like kids
brand or like costume brands orsomething a.
Glower Good one.
Speaker 3 (35:58):
Really yeah, probably also expensive a glower,
someone who?
Actually I might buy this onejust for wait but I don't know
if a.
Speaker 2 (36:09):
What about Glower dot com?
Yeah, probably taken, becauseGlower is someone who glows,
right.
Speaker 3 (36:16):
No $15,000 available.
Speaker 2 (36:18):
Okay, I don't think I like it that much, not like
$15,000.
Good, it's good, but not.
Speaker 3 (36:26):
Vera maybe like so maybe we'll sell Fun goose and
flow of you and chip into buy aglower together glower.
Speaker 2 (36:35):
Sure, I really like when this, when skin care brands
and stuff they, when they like,connect two short words with
like and like Grace and StellaLuma, and leave something and
something, something and glow.
I think would be cool.
Maybe.
Anyways, we don't have to like,decide or we don't have to stop
(36:59):
on glow.
This was just an example.
Speaker 3 (37:02):
Yeah, I mean we let's continue Looking for something
to use other resources, but thisis just an example of a tool
you can use to come up withdifferent names.
So the next yeah, the nextthing is indie market.
Mm-hmm, it's basically awebsite where people sell there.
They used to be called one KProject, so all projects were
(37:27):
selling from under $1,000, butright now you can buy any side
hustle that people were building, like some sass, some FBA, some
e-commerce, and selling herefor like, sometimes for $100,
sometimes for a few thousanddollars.
Speaker 2 (37:44):
So it's like a business marketplace almost.
Speaker 3 (37:48):
Yes, yes, but here they have a.
They have a section for domains.
Hmm and you can filter, but forsome reason it does not filter,
does not work.
But basically in there's domainand you there's.
Let me just type a domain, asyou can see some vintage, retro
(38:11):
cars like domains so you canlook for New York parking rates
domain Comparison website.
So there's different, differentdomains here for sale or maybe
there are some other marketplaces where you can't buy
domains.
Okay, the third option wherethis is where I bought a flow
room.
(38:31):
Originally it's at the Domainauction.
I use a gold a D for auctionand it was there and I paid,
like I put it, placed a bit for$250 and they accepted.
So this I purchased flow roomfor $250.
Originally they were planningto create some kind of sass.
Speaker 2 (38:53):
Wow, interesting Is that.
Is that that function when youlike like some Domain and they
say that for $50 they can likereach out to the owner or it's
something, something else.
Speaker 3 (39:05):
No, something else.
I use that.
I use a service that you'retalking about, the broker
brokerage.
I use that In many cases.
This was not successful either.
They wanted to match.
I was trying to purchaseAutomorium no, I just love that.
Speaker 2 (39:30):
It always have to be I you am.
I love that it's.
It's a part of your brand.
Speaker 3 (39:36):
Yeah, and the you and re.
Speaker 2 (39:40):
Have you?
Have you purchased it yet?
Speaker 3 (39:42):
No, no, no you should .
No, no, so that is brokerage.
Actually it's another way youcan try.
Maybe person does not use thatdomain and go daddy for 60 can't
promise you anything right.
No, but if they don't find you,can I ask for refund and they
return the money.
And the last thing is Flipthrough dictionary.
(40:05):
Take physical dictionary, don't?
I know it's all way, but didyou know that Uber means
something?
Because I didn't yes.
Speaker 2 (40:14):
Yeah, I didn't know, but it's like a German word, I
think.
But yeah, that's actually.
Over something like super bigis something like bigger than
something, something likehumongous and big, I think over
beyond.
Speaker 3 (40:27):
Yeah, yeah yeah, so over beyond, and this is is the
just On your free time, take thebig book of dictionary and flip
through the pages and Take thewords which are not commonly
used but you like and easy topronounce and like match all the
other characteristics.
Speaker 2 (40:47):
Or just have a session with chat GPT to get
some inspiration.
I.
Speaker 3 (40:52):
Almost, I almost broke my computer when shut GPT
was Answers for this, for thiswords.
Speaker 2 (41:01):
Really.
Yeah, I don't know.
I use it definitely as aninspiration tool almost.
If you are giving it like areally good Directions, it can
be super helpful.
Actually, today I have a funnyone.
I was like trying to come upwith an idea for your brand and
I said, like it's a skincarebrand, it's from Ukraine, so it
(41:22):
has it has to be something likeUkrainian, but also Maybe like
use a part of Ukrainian name andmaybe use some, like you,
ukrainian Word.
And it actually came up withthat.
It's stupid.
Came up with the nameVashivanka Vitaly.
For those of you who don't know.
(41:43):
It's like Traditional Ukrainiandress or like the shirt, and
Vitaly is like the man name verycommonly.
Speaker 3 (41:52):
Ukraine.
It's like tissue, john prettymuch so.
Speaker 2 (41:59):
Chetgy didn't good, didn't do a very good job, but
yet I like the direction, youknow, like I.
I can give him brownie pointsfor that.
Speaker 3 (42:09):
Okay, so three.
It's also three techniques tocreate a business name for your
company that and one of them Iuse myself.
So take the Main words of yourcompany and add one of those
ending it's L Y, f?
Y, I, you am, I, f?
Y, I Y O.
(42:30):
And I'll give you a few example.
By the way, this is how I comeup with flow you.
So I knew that I want to have aflow in my name.
That's why I was coming up withflow knee, flow, via, and so
forth.
But I was at the conference andthere were a company presenting
called build you, so likebuilding, like building, and I
(42:53):
am.
It was property managementcompany, and I'm like, oh wow, I
, you am.
And I'm like, how about flowyou?
And this is how I came up withthe name.
It was in Orlando, florida, solike Shopify, ending at FY,
sortly, and they get L?
Y.
So any name you like Googleright now, or like go to Go
(43:18):
daddy probably all domains arebought with those extensions,
but still you can come up withsomething.
Cabify is Alternative to Uber.
Speaker 2 (43:29):
I feel like this I FY , like Cabify, shopify, that
they are almost have reputationof like something like tech
businesses, like so many appsright now was like I FY and
stuff like that.
But that's a cool, actually wayof thinking about it.
I never thought about this likeformula Cool.
Speaker 3 (43:50):
So.
So the next one is to combiningtwo words, two short words.
What?
What you just said about Usingand, but you can use to a word
to give more meaning.
Let's say, door dash Mail chimpactive campaign.
I.
Speaker 2 (44:13):
Have one more story.
You know this.
What's the name?
There is a door dash and thereis something with the dishes
something dishes.
Okay but I, I don't.
I, for I can't remember this.
It's probably like a badbranding, because I call it drop
the dishes, but it's not dropthe dishes, it's something else.
(44:35):
Skip the dishes, it's skip thedishes Okay.
Yeah, I mean good idea, goodbranding.
It just doesn't work for me.
I always call it drop thedishes for some reason.
So yeah, door dash, I love doordash.
And male chimp, cool, like,really cool names I probably
like.
This is the Strategy ortechnique I would go with for
you.
Speaker 3 (44:55):
Yeah, and the last thing, again, it's very similar
to what I just said.
How I came up with flow him.
Keep your eyes open when youwalking street, driving less
than he.
See how other company namedtheir brands and Get the
inspiration from them.
So you know, as your firestonefrom smart marketer, he named
(45:16):
his company zipify some verysimple.
It's a app for Shopify, zipifyapp for Shopify.
Back in 2019, me and Vera wereworking on in Boston for Clavio
2019 event and I presented toVera idea of flow.
You, vera didn't like itbecause it's like she said.
(45:37):
She said it's it's very tooclose to Clavio and I said like,
but zipify and Shopify isSimilar.
It's like okay, makes sense,but I still don't like.
Yeah yeah, I don't like italmost.
Speaker 2 (45:50):
it almost like limits you to working only with Clavio
, right, and what if somethinghappens with Clavio?
What if they, I don't know justgo broke or whatever Things
happen?
So yeah yeah, I like ourcurrent name, though, so you did
an amazing job, thank you.
Speaker 3 (46:08):
Thank you.
No, but listen, without yougiving me a hard time, I
couldn't come up with such agreat name.
Speaker 2 (46:15):
You're welcome, andrey, anytime.
Speaker 3 (46:17):
Thank you, thank you.
And the last thing I just wantto share a snapshot from that
all times when I came up withthem Name, so I created this
kind of table.
Yeah, I created this kind oftable in the first column.
It was an all potential namesand I use those Criteria that we
(46:37):
described it today and ratedbetween one to ten and at the
end it give me a score.
I don't think flow.
Yeah, flow was not there.
So when I come up with flow, Iforgot about this table because
flowing was that.
They're one.
But basically you can use thistable to brainstorm your ideas
(46:58):
and, as you can see, I was likefixing numbers and thinking
about it.
Speaker 2 (47:03):
I love, I like flows be so fun Flow me face be.
Yeah, fun, it's a really funname.
Speaker 3 (47:10):
No, it was be but just imagine somebody to spell
it and to pronounce it too, it'schallenging yeah sometimes
people like flip the w in ourcompany called flow me home Not
floating, but yeah, yeah,Recently new.
One floppy or something wasyeah when they came on that's a
(47:34):
new one.
Speaker 2 (47:35):
There is like this whole meme about like meant men
can't pronounce Valentine's Day,like a lot of people say
Valentine's Day.
Like not Valentine's butValentine's, so that's, that's
like the same thing.
But yeah, what are your ideasabout the new company?
Like, where you thinking about,like potential names, anything
(47:59):
that stood out to you?
Speaker 3 (48:02):
So you, you said about your kind of keywords.
Your idea was about glow, myidea was about bloom.
I don't know why.
Speaker 2 (48:11):
I like the bloom one, but there is actually a company
, the skincare company, thatliterally calls bloom.
So be careful yeah.
Speaker 3 (48:19):
I didn't mean to call it like put bloom, maybe the
bloom you know, but as to playfrom that perspective.
But basically I will use someof popular keywords about
presenting something freshblooming, growing, no, growing
is probably what one word andI'll play with that doesn't even
(48:41):
have to be this way.
Speaker 2 (48:42):
Do you know what is like number one most popular
skin care sunscreen on Sephora?
It's called.
It's called Drunk elephant.
It has nothing to do with likewith skin care it has like
nothing, but yet you likeremember it right, or like
ordinary.
I mean ordinary does not Say alot about what this product is
(49:06):
about or what it's gonna, whatit's gonna change, or I like
brand it, it's not.
Speaker 3 (49:13):
It's not it's something about cosmetics or
it's not only skincare routine,I believe, but I love their
rituals, you mean ritual, nowroutine rich, rich.
Yeah, do you guys have it in?
Speaker 2 (49:23):
the States because we don't have it in Canada yet.
Speaker 3 (49:25):
Yeah, I think I read sure.
Speaker 2 (49:28):
It's actually French brand, but their entire branding
is very like Japanese, so theyhave this like Japanese symbols
on the brand and I love this.
I love their product.
I love their branding.
They're selling.
They made boring products funagain.
They're selling like showergels and stuff like that, and I
love their branding.
(49:48):
Yeah, rituals.
Speaker 3 (49:50):
So here's, here's just quick update what's going
on right now.
So the company that I hired forit see they almost done next
week what they will be done withthe audit.
So basically, they will pickclose to 10, probably 10,
products oh sorry, we alreadypicked 10 product they auditing
and how to present it to themarket, like like in terms of
(50:14):
Description, what to say on thepackages and so forth.
So this, so, after they deliverthe audit, next step would be
easier to sell it in theoriginal package, so changed
nothing, and just to startselling, which is my way of
doing things.
Speaker 2 (50:28):
And then, if it starts selling, well, and then I
will start investing time inCreating the name and buying the
name, registering and theiroriginal packaging is amazing
and their branding is so cooland I love like the name of the
business, but you said you hadsome like issues with.
Speaker 3 (50:48):
Yeah, right, now like five or six trademarks
registered in us and we talkingabout, like big pharmaceuticals.
Who has deep pockets to goafter you so hard?
Speaker 2 (51:01):
one name that I had.
Okay, let's judge if hegenerated it, but I like
Something like renewable,renewable, but it's like very
hard to pronounce or it can besomething like actually you know
that kohanacom is stillavailable.
With which with kh so it's aUkrainian spelling.
(51:25):
Yeah, with each one is notavailable.
Kohana in Ukrainian it means mylove, so it's a beautiful name
for like a skincare.
I think that's there's.
Speaker 3 (51:34):
There's a coffee company, kohana, but it's in.
You know what it is?
Speaker 2 (51:42):
It's something about Hawaii, I think there's oh,
maybe it's actually when yousaid it.
It sounds actually Hawaiian.
Yeah, I was thinking maybe likemixing some like Ukrainian, Wow
but I think they have.
Speaker 3 (51:57):
I think they have.
They probably have a trademarkalready registered.
If the name kohana is primary,a female name of Japanese
origins, that means littleflower, so cool.
But, I will buy a by domainanyway.
Speaker 2 (52:14):
Yeah.
Speaker 3 (52:15):
Just don't buy it, we are please.
Speaker 2 (52:18):
Do this.
I have my credit card connectedto go daddy.
You know it's my, it's mylittle hobby too.
But yeah, I mean, I was justlike thinking of like using that
like Ukrainian origin because,like our language is like so
melodic and so beautiful.
Speaker 3 (52:35):
No, it's not available.
No, maybe I miss out with khwith kh koh K8.
Speaker 2 (52:41):
It's a difficult spelling.
Yeah, so, yeah, so, maybesomething like Ukrainian, like
Lana and spring or like millamilla and spring or something,
because that's like brand.
The whole brand is like around,like spring and Renewal and
like glowing and stuff like that.
Or wish a vanco, vitaly, youcan always go with that.
Speaker 3 (53:05):
I'm just curious how many people finish listening is
this episode, which is, if youare still listening.
Thank you much for listening.
We had fun.
I hope you have fun.
You know what sometimes theyrelease in our podcast just to
like.
You're in mind, where welaughing a lot just to Pick up
my mood, because when I'mlistening I'm laughing as well.
Speaker 2 (53:26):
You're just like laughing at your own jokes.
Look at you the way to go.
And you guys, if you have somelike cool ideas for like a
skincare brand name, just like,let us know.
Speaker 1 (53:39):
Oh, what's up, Thank you.
Speaker 2 (53:40):
We are like even under this YouTube videos.
Let's, let's do the contest.
If undre picks your, if undrepicks your name for his brand,
we're gonna send you something.
Socks Well thank you so muchfor listening till the end and
(54:01):
staying till the end.
If you state We'll see you nextTuesday.
Bye, take care.
Bye.
Speaker 1 (54:07):
Thanks for listening to email.
Einstein, can you feel thatyour marketing brain just got a
little bit bigger?
We ask that you please use itwisely.
You've got all the theory youneed to get out there and start
boosting your sales, becausegreat emails equals revenue
squared.
Welcome to email Einstein, a podcast by Floium.
It's time to start honoringyour inner marketing Einstein.
Tune in for the data-driventips that'll make you a
marketing genius.
Here you'll find emailmarketing formulas and tips
straight from the brilliant madscientists at Floium.
It's time for your emails tostart earning more money.
It's time to unleash yourEinstein.
Speaker 2 (00:25):
Hello, hello everyone .
Welcome back to email Einstein,the podcast by Floium.
We are your host, vera Sadlak.
Speaker 3 (00:31):
And Andrei Bojchuk.
Speaker 2 (00:33):
And today we have yet another episode of our series
about Andrei starting his ownbusiness.
Speaker 3 (00:41):
Yeah, because I.
Speaker 2 (00:41):
Say something, Andrei , yeah say something.
Yeah, business.
Speaker 3 (00:45):
I was like, oh wow, starting a new business, to
start something from scratch islike exciting, but at the same
time it's scary because you needto go through.
No, I'm older and wiser soprobably I'll not repeat the
same mistakes, but still it'slike scary exciting.
Speaker 2 (01:06):
It's a journey, let's just put it this way, but today
we're actually going to betalking about the exciting part
of starting a business.
For me at least, I think it'ssuch a fun part.
Today we'll be talking aboutpicking the name for your
business.
Your business name is arguablyone of the most important
branding and marketing tools youhave at your disposal and
(01:29):
obviously it's super important.
Obviously, you should like it.
Other people should like it too, and a strong, memorable
business name can help you buildlike a strong brand identity,
and that's exactly what we'll betalking today.
We'll be talking about 11things to consider when picking
the business name and actuallytoday possibly, we will be
(01:49):
brainstorming some businessnames for Andri's business.
So it's going to be like a livething.
Speaker 3 (01:57):
And actually I want to keep you listening to the end
because there's not 11, butthere will be one bonus 12
things that I did not thinkabout it and I was almost put
out of business because I didnot check that thing.
Stay tuned to number 12 to knowwhat I'm talking about.
Speaker 2 (02:18):
You get me hooked, andri.
You get me hooked.
I'm like I'm staying for sure.
Speaker 3 (02:23):
Yeah, I'm bad with those hooks, but I'm learning,
I'm learning.
Speaker 2 (02:26):
No, no, you're getting better and better.
Do you want to start from likea story time of how you came up
with the name for your existingbrand, Flowium, and what was
before that?
Speaker 3 (02:40):
Come on, you said when we rename it, you're the
first one, I believe, said likewhy did you rename it?
You had such a cool name before.
Speaker 2 (02:50):
I liked it.
I mean it was very descriptive,but give people some background
.
Speaker 3 (02:55):
Sure, I always said I did not plan to start a
business, I did not plan to havean agency.
At that moment, when I come upwith that original name, I
didn't know that agency businessmodel existed.
I was so new to this.
I live at that time and rightnow I live in New York, but NYC
(03:18):
was a cool acronym that almostanybody in the world I was doing
email marketing.
I put two plus two emailmarketing.
Nyc domain was available andhere you go.
This is a business name.
It was the original.
Speaker 2 (03:36):
The original was email marketing NYC Actually,
I'm still using it to log intothe T-sheets and something
emailmarketingnyccom the longestbusiness name ever, but it was
so descriptive.
People knew exactly what wewere doing.
(03:57):
People knew exactly where weare from.
It was almost too descriptive.
Speaker 3 (04:02):
Do you remember that Clavier event we went to
together?
Like when you meet new people,the typical icebreaker hey,
where are you from or what areyou doing?
And when people read our badges, there were no icebreaker.
It was a hard time to get toask us something generic.
Speaker 2 (04:25):
How is the weather?
It was almost too descriptive,but then you decided to rebrand.
What was the thinking behindrebranding?
Why did you decide to changethe name from email marketing
and NYC to flowume?
Speaker 3 (04:39):
From the beginning.
So first I came up with thatname just to register a domain,
so I have a website to looklegit and I didn't plan to start
any kind of business like wehave today.
But when we start growing and Istart to hire people and we
start to have some reputation onthe market, I was thinking, hey
(05:00):
, I want to have some cool namenot email marketing in NYC,
which was, in my head, not cool.
So I start to think aboutdifferent kinds of names and
we'll go through today throughthe same process.
I went back in the days to comeup with the name flowume.
Speaker 2 (05:19):
Okay cool.
So let's talk about step numberone.
Speaker 3 (05:23):
So number one actually sorry, vera, but before
we start I want to also givesome social proof.
How we said, there are a fewpeople already for businesses
that I know in my close networkwho went through the same
process and already named theirbusiness.
Actually, two are still in theprocess of naming, but two
(05:45):
already picked the name and nametheir organization, using the
same framework, will be goingover and also during this
podcast, we will bebrainstorming the name for the
new e-commerce store that I'mstarting.
Not sure what to expect here,but let's throw ideas, vera, if
you have any.
Speaker 2 (06:04):
Cool, let's do this.
But let's start from the stepnumber one.
When you're thinking about yourbusiness name, it's super
important to make sure thatthere is still a domain
available for the name, andobviously it's a very important
thing.
Ideally, you'd still want toget something withcom, but it
(06:24):
can be very challenging withthose generic names or
semi-generic names, and that'swhere your creativity comes into
the picture.
So yeah, andrei, why?
Speaker 3 (06:37):
is it?
I personally believe sorry, mypersonal belief.
If it's notcom, it does notexist for me.
You can sell me any appleco andI will never buy that domain
because in my eyes, again, it'spersonal preference, but I need
(06:59):
to havecom.
This is kind of the bareminimum for me.
Speaker 2 (07:02):
Yeah, I'm on the same page with you.
We spend a lot of money topurchase fungoosecom.
I know it's not like super.
Speaker 3 (07:09):
How much if you don't .
Speaker 2 (07:11):
For us back then, like five years ago or four
years ago, when we purchased, itwas something like around
$7,000, I think so it was like alot of money for us.
Yes, yes, because it's likesuper generic, right Fun and
goose, like literally there's nochanges.
Speaker 3 (07:27):
And you just made fun of me purchasing coldume for
the $1,000?
.
Speaker 2 (07:32):
Listen, andrei, when we purchased fungus and for
those of you who don't know whatwe mean, in my husband we have
a business we do Fungus startedactually as a mushroom business.
We were selling mushroomgummies.
That's why it was super wittyand smart idea to use the fungus
as sort of a name for ourbusiness, because fungus sounds
(07:56):
like fungus, like mushroom, butat the same time it's like a fun
goose, like an animal.
Speaker 3 (08:02):
So it's a play of words and we oh, andrei, okay,
well, thank you so much, let'sdo some shout out to Vera and
her amazing work with herhusband.
Speaker 2 (08:12):
Yeah, I mean we changed it ever since we started
the business.
We like expanded.
Now we're selling books andstuff and now that like fungus,
that animal, actually becamelike a symbol of our business
and we have this like fungus,like that guy, in each and every
story that we have.
So, yeah, so that's my story ofhow I spent a lot of money on
(08:36):
something ending with likecom,so yeah.
So if you still can getsomething withcom, I would
recommend going for it.
Honestly.
Speaker 3 (08:47):
Before we continue aboutcom, can I give you one
advice about email marketing?
Speaker 2 (08:52):
Please, please do.
Speaker 3 (08:55):
No, I saw this upton method recently about some brand
and they said, hey, sign up forour newsletter and toilet jokes
.
In your case, I would saysubscribe to our email and some
dad's jokes.
I would sign up for dad's jokes.
We're like right away.
Speaker 2 (09:15):
Or jokes about geese, about geese right.
Speaker 3 (09:18):
Yeah or geese.
Speaker 2 (09:20):
Yeah.
Speaker 3 (09:21):
But for me it's a deal like ifcom is not available
, I will not buy.
Speaker 2 (09:28):
Well, I mean, that's Andri's preference, right?
If you guys?
Yeah, yeah, of course.
Speaker 3 (09:33):
Everything that will be describing here today.
This is kind of best practice,or, but you don't have to have
those 12 things, you can pickonly eight.
But this is kind of the bestpractices I have, or you might
have even 20.
Speaker 2 (09:48):
But don't let thecom thing stop you from creating a
business Like, honestly, it'ssuch a it's important, but in my
opinion not like as important.
So I don't know you do you boo,but but I spend a lot of money
oncom, just saying so.
Number two make your businessname unique, unforgettable and
(10:12):
catchy, just like emailmarketing.
Nyc right.
Speaker 3 (10:16):
Yeah, it sounds easier than you think.
I mean, we can say, like youcan call your company, let's say
banana, but if you havebananacom, it's amazing domain,
but you will be competing withall banana companies, banana
products, anything bananarelated.
You will be.
Speaker 2 (10:36):
Okay, you think so right.
Why just Google Apple.
You won't find any apples onthe first like five pages, just
like applecom.
Speaker 3 (10:45):
Okay, I wish you to be as big as Apple with your
banana brand and anything youtype in.
You will be on the first pages.
But let's say, let's say, picka letter, letter for climbing,
like if you have a company nameletter.
Yes, it will give you SEOranking, but it would be hard
(11:07):
for you to compete.
And something unforgettablelike Floreo I'm kidding.
Speaker 2 (11:15):
No, it's actually a really good name.
Speaker 3 (11:17):
So for me, the next step, after I get the domain, I
enter that email.
That email, not the domain,sorry, that name, not withoutcom
.
I'm putting in Google and Iwant to see how many searches
are there, how many pages ofsearches.
So if I see like 10, 15 pages Ineed to do some work to compete
(11:39):
with other brands.
But if I put in and I see onlyone page it's easier to compete
with others.
I know the person from SingleGrain, eric Sewe.
He has a marketing agency aswell, but Single Grain it's
about Scottish whiskey becausemultigrain and single grain
(12:03):
whiskey.
So he said he got a lot oftraffic, people searching for
whiskey and non-smarteningservices.
So think about how you nameyour company as well.
Speaker 2 (12:12):
That's a cool idea.
I never thought about searchingfor how many searches are there
.
I just typed in Fungus and I'mnot doing a lot SEO speaking so
far, but we are number four, Ithink, on the search page.
But that's just because we arelike Funguscom and we have an
Amazon listing and website andstuff, but I never thought about
(12:36):
that generic aspect.
Speaker 3 (12:39):
For some reasons they don't show anymore how many
words are there.
It's just continuous loading.
Does it show you how manyFungus pages are there?
No it doesn't, it just showsthe number of pages.
Speaker 2 (12:53):
I wonder why.
Maybe it's super generic.
That's why I don't know.
Speaker 3 (12:58):
Okay, the next thing is about awarding unusual
spelling or how hard topronounce and commonly
misleading words.
Can you come up with some ideashere?
Speaker 2 (13:12):
I actually have a story about it.
It's about the Amazon.
Do you remember the story ofhow Amazon started and what was
their original name?
No, I don't For those of youguys who don't know it's such a
famous story.
Basically, when Baz's firstcreated the company and it was
(13:33):
like I don't know early 90s,right, sometimes before the
internet was a big thing it waslike a book company.
When Baz's created the company,the name was Kadabra, like
Abra-Kadabra, so the name of thecompany was Kadabra.
But when he actually called tohis lawyer and lawyer on the
(13:55):
phone, he heard not Kadabra, butKadabra or Kedavra.
I don't know how to pronounceit, but basically it means the
dead body.
So Kadabra, kedavra, kadabra,kadabra it sounds very similar
when you just don't see thisword written.
So he didn't hear the Kadabra,he heard the dead body, which
(14:16):
made Baz's thing and he decidedto rename his company, but this
time he actually decided to namea company that would start with
letter A, because back in 1994,in the pre-Google world, people
used alphabetical webdirectories to find new websites
(14:38):
and for Baz it was superimportant to be on the first
page, right.
That's how he came up with thename Amazon and Amazon it's
super easy to spell, easy toremember.
It's such a short and memorabledomain name.
I loved it.
I loved it, yeah.
Speaker 3 (14:55):
And I just came up with the idea how to test your
name.
If you live in US or anywhereclose to Starbucks, go to
Starbucks and if they ask youwhat is your name, tell them
this name and see if they spellit correctly.
Speaker 2 (15:12):
So it's probably the easiest.
I love this idea.
Speaker 3 (15:15):
Because when I say my name, nobody got it right in
terms of spelling my first name.
Speaker 2 (15:22):
Really, what did they write, andre?
Speaker 3 (15:25):
Some person wrote John.
No, they come up with.
Speaker 2 (15:31):
I think they're actually just having fun.
Honestly, I have this theory.
They're just there having funmispronouncing people's name.
Speaker 3 (15:40):
In the past we used to have a competitor.
They were sold to bigger agencycalled SmartBog, but the agency
was called Worst E-commerceWorst Commerce, and even for me,
because I have had the accent,it's people hearing Worst, like
the worst, like the worst.
(16:02):
But I'm trying to say somethingthat's worth and you know what.
Speaker 2 (16:10):
This is like the worst name ever.
Speaker 3 (16:13):
But you're getting the point.
So when you're picking up thename, it's extremely important
to get that thing right.
Speaker 2 (16:22):
Right, yeah, no, that's a terrible name for
marketing agency.
I think it's clever in someways, because it's like a
conversation starter almost, butthat's definitely not a message
that you want to send.
Are they still in business?
Do you know, andrei?
Speaker 3 (16:39):
No, no, they were acquired by SmartBog.
Speaker 2 (16:42):
So the worst emails don't exist anymore or worth
agency.
Speaker 3 (16:46):
No, no, no.
Speaker 2 (16:48):
Good for them.
I guess it's my opinion.
Speaker 3 (16:52):
But actually it goes to the second point that we, as
a second criteria is aboutpronunciation.
Speaker 2 (16:58):
Oh yeah, pronunciation is a huge thing.
Some things that are like supereasy for me to pronounce as a
Ukrainian speaker, like a lot ofAmerican speakers or English
speakers are like strugglingwith it.
So I know some people arechanging their names and stuff
like that.
And actually do you rememberthe story about, like Lulu Lemon
and how they came up with aname and how it was like very
(17:22):
difficult to pronounce forJapanese market?
Speaker 3 (17:26):
I think you, I read in the book and also I think you
told me again, but I don'tremember.
Speaker 2 (17:32):
Yeah, so basically, when the guy gosh, I forgot his
name Andrei.
What was his name?
Speaker 3 (17:39):
My goodness, it's so embarrassing Chip Wilson.
Speaker 2 (17:40):
Chip Wilson.
Yes, sorry, chip, we're almostneighbors but yet I don't
remember your name.
So when Chip Wilson came upwith an idea for Lulu Lemon,
obviously he didn't have thename.
Back then he already knew thathis biggest market would be like
Japanese market because theywere, like, obsessed with all of
the American Canadian brandsand he had a big experience with
(18:05):
like Japanese market beforelaunching Lulu Lemon with his
other brand.
But he wanted to createsomething that would sound super
American or super Canadian andapparently in Japanese language
they don't have letter L, sowhenever they say, whenever they
see letter L, it sounds like aRU for them.
So they can say Lulu Lemon,they would pronounce it as Ruru
(18:26):
Raman.
But, they no, seriously.
If I'm mistaken, please correctme Japanese speakers.
But for them, like, if thecompany has like L's, it means
that the company is like, truly,truly like American or truly
truly Canadians.
So this is something like superwestern, because there is not
(18:47):
many brands in Japanese marketsthat had that L.
So Chip Wilson came up with aname that had like the most L's
ever Lulu Lemon.
So, yeah, so that's a story.
Nice, nice, but yeah.
Speaker 3 (19:01):
Clavio created a cool clip where they were telling in
a video how their name wasmispronounced.
Speaker 2 (19:11):
Yeah, people are having a hard time with like
pronouncing clavio.
I heard clavio clavayo.
What else Clavio?
Like all kinds of all kinds ofvariations, but I mean it
doesn't prevent them from beingone of the coolest in marketing
platforms on the market, butit's just like fun thing to know
about.
Speaker 3 (19:30):
And, at the end of the day, name does not like.
People will not buy yourproduct or services because of
your name.
People will use your product orservice because it's cool
product or service and they willremember the names.
The same thing with Cladro.
Speaker 2 (19:46):
Right, yeah, I agree.
Just pick a word and make itcool.
Pick a name and make it cool.
Little them and didn't meananything until they became this
huge badass company.
Speaker 3 (19:58):
Floreum either.
Speaker 2 (20:01):
I can see people wearing Floreum t-shirts all
over the world in like few years.
Speaker 3 (20:07):
Do you mean like I'm wearing Floreum t-shirt and
traveling all over the world?
Speaker 2 (20:11):
Yeah, pretty much Cool.
Okay, next thing to considerfind a name that has almost no
Google matches.
You kind of covered it right.
Speaker 3 (20:22):
Yeah, we covered it in a unique section.
We combined it together, solet's move on.
Speaker 2 (20:27):
Cool Check if the name is available for
incorporation.
Yeah, we're getting technicalhere.
Why is it important, Andriy?
Speaker 3 (20:36):
Yeah, like each state , sorry, depends where you live
and I'm talking right now onlyabout you as, again, I'm not a
lawyer.
I'm not giving you any advice.
But this is the recommendationIf you want to register, before
you name the company, you wantto go to your state website,
corporation website and check ifthe name is available, because
(20:59):
if it's not available, let's say, if you want to register
Floreum in New York state, it'snot available because we have a
name of Floreum here in New Yorkstate.
Speaker 2 (21:10):
Right, yeah, definitely seek some legal
advice from someone moreknowledgeable than us, but
that's just like something thatis important to consider.
Okay, the next one.
Keep it under 12 characters.
Yeah, so.
Speaker 3 (21:25):
I read this book by Dan Norris.
He is the founder of company WPCurve.
It was a subscription service,subscription service for
supporting WordPress websites.
They were acquired by GoDaddyfor $1 million and he wrote this
(21:47):
book and in one section of thisbook he was talking about the
name and what his studyobservation was that all the
biggest brands in the world, alltheir names, are under 12
characters.
Even I was giving.
I was thinking about FederalExpress.
We all know FedEx, but theyused to be called Federal
(22:10):
Express but they made their yeah, but they made their name much
smaller, which is FedEx.
Speaker 2 (22:16):
Same with IBM, right, international Business Machine,
like I've never even knew thatit was their name.
I only know them by IBM.
Yeah, smart, smart, okay.
The next one is tricky Checkthe names meaning in different
languages.
It's a tricky one because somany languages, so many meanings
(22:39):
.
But if you plan to beinternational company or, if you
like, envision this in thefuture, you better check the
meaning of your name.
Speaker 3 (22:48):
So I think Google will help us here.
So if you put that name, thatthing, in Google, you want to
see what kind of results youwill get.
So, like, for example, forUkraine, we use Cyrillic, so it
will not help you much, but it'snot as important but anything
for how long we use Cyrillic inEnglish.
Speaker 2 (23:09):
Latin, Latin, Latin words.
Speaker 3 (23:13):
So any languages that use Latin letters.
It's important because youdon't want to call your company
as something abstract, and inother languages it's a curse
word.
Speaker 2 (23:25):
That's actually the reason why they don't have
Mitsubishi Pajero inSpanish-speaking countries.
Yeah, because it's a reallyrude, really bad word and yeah
you can Google it.
I'm not going to explain whatit means, but yeah, they
basically they name it somethingelse.
(23:46):
In Latin America it'sMitsubishi whatever, Mitsubishi,
something.
Okay, so the next point is kindof like a no brainer one.
Make sure you like it, and Idon't even know if we need to
add anything here.
It's so self-explanatory butyet so important.
Speaker 3 (24:02):
Also I read I used to be upset with Seth Godin blog
and on his blog he said when yourename your company and it
happened to us as well, so hekind of knew what he's talking
about when you rename yourcompany, people will hate it.
People will hate your new name.
(24:26):
So it's important for you tolike it, but the next phase
people will like it so much thatthey will forget that it.
You used to have different namebefore.
Speaker 2 (24:37):
Interesting.
I don't remember hating Flavium, but I was like so emotionally
attached to email marketing andWC for some reason yeah.
Speaker 3 (24:48):
So we'll be talking about this process.
I have a spreadsheet, acalculator, where I apply
numbers to each value, Like ifit's available on the Google, so
I do this.
I have a snapshot here, Ibelieve.
So the names I came up with itwas Flow Vio, Flow Vee like
(25:09):
Brownie, but Flow Vee I lovethat.
Flow's B one, two, threecampaigns Flow Point, backflow.
Backflow is like your companySingle flow, active flow.
Flow One, two, a, 12, andactive flows.
Speaker 2 (25:30):
Okay, I mean, there are some like some strong
competitors.
I'd say Flowny is my favorite.
But, I actually am like sohappy you like decided to pick
the flowy room.
It has that like that feel ofsomething extra luxurious, right
(25:51):
Like platinum or like flowyroom something.
Speaker 3 (25:54):
Yeah, and I'll explain you later.
There's three technique how tokind of come up with those
unique names, and I'll explainyou which technique I use to
come up with flowy.
Speaker 2 (26:06):
Cool, let's just quickly go through the last two
points.
Don't include location in thename.
Why Andri?
Why not including location?
Speaker 3 (26:15):
The same thing with email marketing.
In my city, people wereconstantly asking me if we do
business only in New York or arewe able to serve our companies
in other states.
And I'm like, before I come,after I came up with this name,
I never thought about that.
But when they were asking meI'm like, oh, hold on, it's
causing some issues.
Speaker 2 (26:35):
Yeah, I don't know.
I like when people add in likecities in the in the names, like
a lot of fashion company atParis to them right, or like
some people add London or somelike fancy design groups at
Stockholm.
It's just like representsalmost like the values or like
the lifestyle that you want toproject.
(26:57):
But with service company I cansee how it can be a problem.
Speaker 3 (27:01):
So there's two things that happened.
First, what I just explainedpeople were asking if I'm doing
service in other cities andstates and second, people from
New York City was making funbecause I live on Staten Island
and my office is on StatenIsland, so I had technically I
have have nothing to do with NewYork City, so they make fun of
(27:24):
me being from a village butpresenting unlike for in the
city.
Speaker 2 (27:30):
Okay, yeah, I see, that's fine.
You, that's how I always tellpeople when they used to live in
Vancouver.
I'm like I'm from Vancouver, Iknow I'm 40 minutes drive from
Vancouver, but it's just like somuch easier to explain to
people where I live.
Okay, and the last one, includea clue about what you do.
Speaker 1 (27:45):
I would disagree that this is like yeah, it's like,
so optional.
Speaker 2 (27:48):
so optional Like I, it would be hard for me to
probably like remember a brandthat I like, that is like a
fashion brand or something thathas a clue of what they are
doing.
Speaker 3 (27:58):
But it's like poop over in.
Speaker 2 (28:00):
Yeah, that's a good example.
That's a good example.
Cool Okay, andre.
Now let's go to the secretsauce for resources for naming
your company.
What resources do you use, whatresources you recommend using?
Speaker 3 (28:15):
And let's just bring some Actually before we go about
resources, we forgot to do thebonus one and I'm excited, and
I'm extremely excited to sharesomething.
So a year ago on Google, Istart to see flow on other
people's advertising.
So somebody typing flow on theemail marketing people were
(28:39):
using our name to advertisetheir services and I'm like whoa
, I had a heart attack.
Not as a keyword, but in theirads.
Oh, okay, it's like flow, flowemail design blah blah blah and
their service.
Speaker 2 (28:54):
Okay, that's a fame.
Speaker 3 (28:56):
Yeah, and I had a heart attack.
I put the thing on LinkedIn,people like supported me and say
, yeah, it's like messed up, andso forth.
So I contacted Google, blahblah, and I realized that I need
to have a trademark to takedown those companies.
And when I start to learn moreand more about trademarks, I
realize that anybody on thestreet can register under flow
(29:18):
room and knock on my door andsay I'm sorry but you cannot use
that thing anymore, and I wasworried.
But I'm excited to share that weregister our trademark and we
got approved.
So yeah, so now we do have atrademark and it's extremely
important for you.
Maybe not to register becauseit costs some money, but at
(29:42):
least check that there's nobodythere.
Speaker 2 (29:46):
And then register because if you're a big dog,
someone would definitely want topurchase that trademark.
That's actually a very populartechnique of how it's very
popular in Germany for somereason how they get businesses
out of business, get this likeAmazon listings out of business
and stuff like that.
There are some like black hattechniques with that like
(30:06):
trademark.
Speaker 3 (30:06):
So I mean there's nobody in my kind of preview
that who kind of crossed ourroads.
But I have a friend who kind ofwas working for the guy, for my
friend, and left, quit andopened exactly the same company
using exactly the same name andinstead of beginning green he
(30:28):
used blue.
So okay, and he's servicing thesame area.
So you see the conflict, theconflict that people like,
because the unique is a secondlanguage, a second, second part
of the name, but the first partit was just a collar.
I don't want to name thecompany name because somebody
(30:48):
will go and register and hedoesn't have a trademark and
what I recommend is go andregister and then contact that
guy and say sorry, but youcannot use it because it's a
conflict.
Yeah, so it's extremely as abonus number 12 extremely
important to go to US trademark.
It's free, just go and searchif it's available or not.
Speaker 2 (31:10):
Okay, awesome.
So four resources for namingyour company.
Are these resources that youunderused when coming up with
names for your brand?
Speaker 3 (31:19):
Yes, yes, I used about, I use all of them.
But what helped me number threeto get flow in and other other
domains First of them is word Doit.
How are you say it?
Word Do it.
Speaker 2 (31:40):
Word Do it, word, do it.
Speaker 3 (31:43):
So I'm sharing, I share my screen.
If you are on YouTube, stronglyoh sorry, if you are listening
podcast, strongly recommend towatch this section because I
will show you and demonstratehow it works and it's very cool
tool.
So, first of all, it's a youpick the language in which you
want to have a name.
So if you use Spanish, we willnot use that.
(32:04):
Jerobard, what's the name?
Speaker 2 (32:07):
Mitsubishi Panjera Don't.
Speaker 3 (32:08):
Panjera, will not use Panjera.
No, yeah, and quality like high, medium, low.
I typically pick high.
And where that words that youwant?
Let's say, you have bananas togive me a word, some some short
word or something that you Ifit's for skincare.
Speaker 2 (32:27):
Let's go with something like glow, something
glow like a skin.
Speaker 3 (32:32):
Glow, glowy skin is like a perfect, perfect, so glow
, I love it.
Glow, we will mean glow, wewill.
Speaker 2 (32:38):
Yes, just just glow, we will be done.
This podcast is over.
Speaker 3 (32:45):
Inside, inside, inside story, like because you
don't know, vera is alwaysteasing me about I U M and
anything that.
Yeah, if you want to tease me,she always add I U M to anything
that she's talking to me about.
So glow, and now we want topick how many characters we will
.
Oh, sorry, and we want to thisglow to be at the beginning of
(33:09):
the sentence, ending orcontaining, so it can be
somewhere in the middle.
Speaker 2 (33:13):
So let's do.
Can we do multiple?
Speaker 3 (33:17):
No this is okay.
Containing.
Yeah, okay, let's do Okay.
Speaker 2 (33:22):
Where it is, yeah.
Speaker 3 (33:23):
And let's do lengths.
Okay, and it's glow is what forletters and how many more we
want to add.
So if we add three, I U M soseven.
Speaker 2 (33:34):
No, let's do more so it gives us more options, like
let's do like extra eight, so welike up to 12.
Speaker 3 (33:43):
Oh, you mean up Whoa?
I wouldn't buy that kind ofname.
But anyway, I have a name.
Speaker 2 (33:49):
I have a name for your company.
I think we're done Andri andglow.
Speaker 3 (33:53):
We're done, andres glow.
Speaker 2 (33:58):
Yeah, that's it.
Speaker 3 (33:59):
That's an idea, and there's option in terms of
domain.
This is goes back to the firstcharacteristics show all
available.
Show all or show available only, but available only if we
search.
Let's do create a word and itwill give us different variation
, but it doesn't mean that thatdomain is for $12.
(34:20):
Sometimes they give you optionfor $30,000.
It's available for sale, but itcosts $30,000.
Speaker 2 (34:25):
Right.
Speaker 3 (34:27):
Glow, glow.
Speaker 2 (34:30):
Love that, love it for you.
Speaker 3 (34:35):
And glowing and glowing and glowing.
Speaker 2 (34:38):
actually, I like it and glowing, but it's just like
it's like, but you don't.
But you don't if it's like.
And like an end of something,or and as a word that connects
two words glow pieces.
Speaker 3 (34:52):
And these are all the dot coms, or yes, you see, wow,
yeah, so basically it'sextremely cool tool to use to
look for any.
Oh, I actually picked to pickSpanish as well.
So let's do something a littlebit harder.
Let's do seven, because I don'tlike on glowed leg lows, leg
(35:15):
lows, glowing oh glowing,glowing, I like glowing.
Speaker 2 (35:20):
It's not, it's not very appropriate for like a
skincare.
Speaker 3 (35:24):
Yeah, but they see $9,000.
Speaker 2 (35:27):
Do you know what it means?
Does it have like a meaning?
Because I glow in.
Yeah, I think it sounds like,because it sounds like it should
be a word like this.
It sounds so organic.
Speaker 3 (35:39):
It's, it's, it's wrongly spelled Halloween.
Speaker 2 (35:42):
Yeah, that was my association actually too, so I
don't know if it's like it thebest.
It's a cool name for some, likelike other brands, like kids
brand or like costume brands orsomething a.
Glower Good one.
Speaker 3 (35:58):
Really yeah, probably also expensive a glower,
someone who?
Actually I might buy this onejust for wait but I don't know
if a.
Speaker 2 (36:09):
What about Glower dot com?
Yeah, probably taken, becauseGlower is someone who glows,
right.
Speaker 3 (36:16):
No $15,000 available.
Speaker 2 (36:18):
Okay, I don't think I like it that much, not like
$15,000.
Good, it's good, but not.
Speaker 3 (36:26):
Vera maybe like so maybe we'll sell Fun goose and
flow of you and chip into buy aglower together glower.
Speaker 2 (36:35):
Sure, I really like when this, when skin care brands
and stuff they, when they like,connect two short words with
like and like Grace and StellaLuma, and leave something and
something, something and glow.
I think would be cool.
Maybe.
Anyways, we don't have to like,decide or we don't have to stop
(36:59):
on glow.
This was just an example.
Speaker 3 (37:02):
Yeah, I mean we let's continue Looking for something
to use other resources, but thisis just an example of a tool
you can use to come up withdifferent names.
So the next yeah, the nextthing is indie market.
Mm-hmm, it's basically awebsite where people sell there.
They used to be called one KProject, so all projects were
(37:27):
selling from under $1,000, butright now you can buy any side
hustle that people were building, like some sass, some FBA, some
e-commerce, and selling herefor like, sometimes for $100,
sometimes for a few thousanddollars.
Speaker 2 (37:44):
So it's like a business marketplace almost.
Speaker 3 (37:48):
Yes, yes, but here they have a.
They have a section for domains.
Hmm and you can filter, but forsome reason it does not filter,
does not work.
But basically in there's domainand you there's.
Let me just type a domain, asyou can see some vintage, retro
(38:11):
cars like domains so you canlook for New York parking rates
domain Comparison website.
So there's different, differentdomains here for sale or maybe
there are some other marketplaces where you can't buy
domains.
Okay, the third option wherethis is where I bought a flow
room.
(38:31):
Originally it's at the Domainauction.
I use a gold a D for auctionand it was there and I paid,
like I put it, placed a bit for$250 and they accepted.
So this I purchased flow roomfor $250.
Originally they were planningto create some kind of sass.
Speaker 2 (38:53):
Wow, interesting Is that.
Is that that function when youlike like some Domain and they
say that for $50 they can likereach out to the owner or it's
something, something else.
Speaker 3 (39:05):
No, something else.
I use that.
I use a service that you'retalking about, the broker
brokerage.
I use that In many cases.
This was not successful either.
They wanted to match.
I was trying to purchaseAutomorium no, I just love that.
Speaker 2 (39:30):
It always have to be I you am.
I love that it's.
It's a part of your brand.
Speaker 3 (39:36):
Yeah, and the you and re.
Speaker 2 (39:40):
Have you?
Have you purchased it yet?
Speaker 3 (39:42):
No, no, no you should .
No, no, so that is brokerage.
Actually it's another way youcan try.
Maybe person does not use thatdomain and go daddy for 60 can't
promise you anything right.
No, but if they don't find you,can I ask for refund and they
return the money.
And the last thing is Flipthrough dictionary.
(40:05):
Take physical dictionary, don't?
I know it's all way, but didyou know that Uber means
something?
Because I didn't yes.
Speaker 2 (40:14):
Yeah, I didn't know, but it's like a German word, I
think.
But yeah, that's actually.
Over something like super bigis something like bigger than
something, something likehumongous and big, I think over
beyond.
Speaker 3 (40:27):
Yeah, yeah yeah, so over beyond, and this is is the
just On your free time, take thebig book of dictionary and flip
through the pages and Take thewords which are not commonly
used but you like and easy topronounce and like match all the
other characteristics.
Speaker 2 (40:47):
Or just have a session with chat GPT to get
some inspiration.
I.
Speaker 3 (40:52):
Almost, I almost broke my computer when shut GPT
was Answers for this, for thiswords.
Speaker 2 (41:01):
Really.
Yeah, I don't know.
I use it definitely as aninspiration tool almost.
If you are giving it like areally good Directions, it can
be super helpful.
Actually, today I have a funnyone.
I was like trying to come upwith an idea for your brand and
I said, like it's a skincarebrand, it's from Ukraine, so it
(41:22):
has it has to be something likeUkrainian, but also Maybe like
use a part of Ukrainian name andmaybe use some, like you,
ukrainian Word.
And it actually came up withthat.
It's stupid.
Came up with the nameVashivanka Vitaly.
For those of you who don't know.
(41:43):
It's like Traditional Ukrainiandress or like the shirt, and
Vitaly is like the man name verycommonly.
Speaker 3 (41:52):
Ukraine.
It's like tissue, john prettymuch so.
Speaker 2 (41:59):
Chetgy didn't good, didn't do a very good job, but
yet I like the direction, youknow, like I.
I can give him brownie pointsfor that.
Speaker 3 (42:09):
Okay, so three.
It's also three techniques tocreate a business name for your
company that and one of them Iuse myself.
So take the Main words of yourcompany and add one of those
ending it's L Y, f?
Y, I, you am, I, f?
Y, I Y O.
(42:30):
And I'll give you a few example.
By the way, this is how I comeup with flow you.
So I knew that I want to have aflow in my name.
That's why I was coming up withflow knee, flow, via, and so
forth.
But I was at the conference andthere were a company presenting
called build you, so likebuilding, like building, and I
(42:53):
am.
It was property managementcompany, and I'm like, oh wow, I
, you am.
And I'm like, how about flowyou?
And this is how I came up withthe name.
It was in Orlando, florida, solike Shopify, ending at FY,
sortly, and they get L?
Y.
So any name you like Googleright now, or like go to Go
(43:18):
daddy probably all domains arebought with those extensions,
but still you can come up withsomething.
Cabify is Alternative to Uber.
Speaker 2 (43:29):
I feel like this I FY , like Cabify, shopify, that
they are almost have reputationof like something like tech
businesses, like so many appsright now was like I FY and
stuff like that.
But that's a cool, actually wayof thinking about it.
I never thought about this likeformula Cool.
Speaker 3 (43:50):
So.
So the next one is to combiningtwo words, two short words.
What?
What you just said about Usingand, but you can use to a word
to give more meaning.
Let's say, door dash Mail chimpactive campaign.
I.
Speaker 2 (44:13):
Have one more story.
You know this.
What's the name?
There is a door dash and thereis something with the dishes
something dishes.
Okay but I, I don't.
I, for I can't remember this.
It's probably like a badbranding, because I call it drop
the dishes, but it's not dropthe dishes, it's something else.
(44:35):
Skip the dishes, it's skip thedishes Okay.
Yeah, I mean good idea, goodbranding.
It just doesn't work for me.
I always call it drop thedishes for some reason.
So yeah, door dash, I love doordash.
And male chimp, cool, like,really cool names I probably
like.
This is the Strategy ortechnique I would go with for
you.
Speaker 3 (44:55):
Yeah, and the last thing, again, it's very similar
to what I just said.
How I came up with flow him.
Keep your eyes open when youwalking street, driving less
than he.
See how other company namedtheir brands and Get the
inspiration from them.
So you know, as your firestonefrom smart marketer, he named
(45:16):
his company zipify some verysimple.
It's a app for Shopify, zipifyapp for Shopify.
Back in 2019, me and Vera wereworking on in Boston for Clavio
2019 event and I presented toVera idea of flow.
You, vera didn't like itbecause it's like she said.
(45:37):
She said it's it's very tooclose to Clavio and I said like,
but zipify and Shopify isSimilar.
It's like okay, makes sense,but I still don't like.
Yeah yeah, I don't like italmost.
Speaker 2 (45:50):
it almost like limits you to working only with Clavio
, right, and what if somethinghappens with Clavio?
What if they, I don't know justgo broke or whatever Things
happen?
So yeah yeah, I like ourcurrent name, though, so you did
an amazing job, thank you.
Speaker 3 (46:08):
Thank you.
No, but listen, without yougiving me a hard time, I
couldn't come up with such agreat name.
Speaker 2 (46:15):
You're welcome, andrey, anytime.
Speaker 3 (46:17):
Thank you, thank you.
And the last thing I just wantto share a snapshot from that
all times when I came up withthem Name, so I created this
kind of table.
Yeah, I created this kind oftable in the first column.
It was an all potential namesand I use those Criteria that we
(46:37):
described it today and ratedbetween one to ten and at the
end it give me a score.
I don't think flow.
Yeah, flow was not there.
So when I come up with flow, Iforgot about this table because
flowing was that.
They're one.
But basically you can use thistable to brainstorm your ideas
(46:58):
and, as you can see, I was likefixing numbers and thinking
about it.
Speaker 2 (47:03):
I love, I like flows be so fun Flow me face be.
Yeah, fun, it's a really funname.
Speaker 3 (47:10):
No, it was be but just imagine somebody to spell
it and to pronounce it too, it'schallenging yeah sometimes
people like flip the w in ourcompany called flow me home Not
floating, but yeah, yeah,Recently new.
One floppy or something wasyeah when they came on that's a
(47:34):
new one.
Speaker 2 (47:35):
There is like this whole meme about like meant men
can't pronounce Valentine's Day,like a lot of people say
Valentine's Day.
Like not Valentine's butValentine's, so that's, that's
like the same thing.
But yeah, what are your ideasabout the new company?
Like, where you thinking about,like potential names, anything
(47:59):
that stood out to you?
Speaker 3 (48:02):
So you, you said about your kind of keywords.
Your idea was about glow, myidea was about bloom.
I don't know why.
Speaker 2 (48:11):
I like the bloom one, but there is actually a company
, the skincare company, thatliterally calls bloom.
So be careful yeah.
Speaker 3 (48:19):
I didn't mean to call it like put bloom, maybe the
bloom you know, but as to playfrom that perspective.
But basically I will use someof popular keywords about
presenting something freshblooming, growing, no, growing
is probably what one word andI'll play with that doesn't even
(48:41):
have to be this way.
Speaker 2 (48:42):
Do you know what is like number one most popular
skin care sunscreen on Sephora?
It's called.
It's called Drunk elephant.
It has nothing to do with likewith skin care it has like
nothing, but yet you likeremember it right, or like
ordinary.
I mean ordinary does not Say alot about what this product is
(49:06):
about or what it's gonna, whatit's gonna change, or I like
brand it, it's not.
Speaker 3 (49:13):
It's not it's something about cosmetics or
it's not only skincare routine,I believe, but I love their
rituals, you mean ritual, nowroutine rich, rich.
Yeah, do you guys have it in?
Speaker 2 (49:23):
the States because we don't have it in Canada yet.
Speaker 3 (49:25):
Yeah, I think I read sure.
Speaker 2 (49:28):
It's actually French brand, but their entire branding
is very like Japanese, so theyhave this like Japanese symbols
on the brand and I love this.
I love their product.
I love their branding.
They're selling.
They made boring products funagain.
They're selling like showergels and stuff like that, and I
love their branding.
(49:48):
Yeah, rituals.
Speaker 3 (49:50):
So here's, here's just quick update what's going
on right now.
So the company that I hired forit see they almost done next
week what they will be done withthe audit.
So basically, they will pickclose to 10, probably 10,
products oh sorry, we alreadypicked 10 product they auditing
and how to present it to themarket, like like in terms of
(50:14):
Description, what to say on thepackages and so forth.
So this, so, after they deliverthe audit, next step would be
easier to sell it in theoriginal package, so changed
nothing, and just to startselling, which is my way of
doing things.
Speaker 2 (50:28):
And then, if it starts selling, well, and then I
will start investing time inCreating the name and buying the
name, registering and theiroriginal packaging is amazing
and their branding is so cooland I love like the name of the
business, but you said you hadsome like issues with.
Speaker 3 (50:48):
Yeah, right, now like five or six trademarks
registered in us and we talkingabout, like big pharmaceuticals.
Who has deep pockets to goafter you so hard?
Speaker 2 (51:01):
one name that I had.
Okay, let's judge if hegenerated it, but I like
Something like renewable,renewable, but it's like very
hard to pronounce or it can besomething like actually you know
that kohanacom is stillavailable.
With which with kh so it's aUkrainian spelling.
(51:25):
Yeah, with each one is notavailable.
Kohana in Ukrainian it means mylove, so it's a beautiful name
for like a skincare.
I think that's there's.
Speaker 3 (51:34):
There's a coffee company, kohana, but it's in.
You know what it is?
Speaker 2 (51:42):
It's something about Hawaii, I think there's oh,
maybe it's actually when yousaid it.
It sounds actually Hawaiian.
Yeah, I was thinking maybe likemixing some like Ukrainian, Wow
but I think they have.
Speaker 3 (51:57):
I think they have.
They probably have a trademarkalready registered.
If the name kohana is primary,a female name of Japanese
origins, that means littleflower, so cool.
But, I will buy a by domainanyway.
Speaker 2 (52:14):
Yeah.
Speaker 3 (52:15):
Just don't buy it, we are please.
Speaker 2 (52:18):
Do this.
I have my credit card connectedto go daddy.
You know it's my, it's mylittle hobby too.
But yeah, I mean, I was justlike thinking of like using that
like Ukrainian origin because,like our language is like so
melodic and so beautiful.
Speaker 3 (52:35):
No, it's not available.
No, maybe I miss out with khwith kh koh K8.
Speaker 2 (52:41):
It's a difficult spelling.
Yeah, so, yeah, so, maybesomething like Ukrainian, like
Lana and spring or like millamilla and spring or something,
because that's like brand.
The whole brand is like around,like spring and Renewal and
like glowing and stuff like that.
Or wish a vanco, vitaly, youcan always go with that.
Speaker 3 (53:05):
I'm just curious how many people finish listening is
this episode, which is, if youare still listening.
Thank you much for listening.
We had fun.
I hope you have fun.
You know what sometimes theyrelease in our podcast just to
like.
You're in mind, where welaughing a lot just to Pick up
my mood, because when I'mlistening I'm laughing as well.
Speaker 2 (53:26):
You're just like laughing at your own jokes.
Look at you the way to go.
And you guys, if you have somelike cool ideas for like a
skincare brand name, just like,let us know.
Speaker 1 (53:39):
Oh, what's up, Thank you.
Speaker 2 (53:40):
We are like even under this YouTube videos.
Let's, let's do the contest.
If undre picks your, if undrepicks your name for his brand,
we're gonna send you something.
Socks Well thank you so muchfor listening till the end and
(54:01):
staying till the end.
If you state We'll see you nextTuesday.
Bye, take care.
Bye.
Speaker 1 (54:07):
Thanks for listening to email.
Einstein, can you feel thatyour marketing brain just got a
little bit bigger?
We ask that you please use itwisely.
You've got all the theory youneed to get out there and start
boosting your sales, becausegreat emails equals revenue
squared.
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