Can you improve your brand name?

You may feel your company is saddled with a terrible brand name. Welcome to the club.

Most companies have terrible, nondescript names. They’re named after their founders (Albert, Bean and Crumpet Incorporated), they use inscrutable acronyms (ABC Inc) or  cryptic metaphors (Starchild Plumbing).

I have nothing against a bad brand name. But it hurts when I see these companies render themselves invisible in SEO because their name doesn’t reflect their Unique Selling Proposition.

How your brand name effects SEO

Your brand name is one of the most important elements of your SEO strategy. It’s what helps customers find you in search engines, and how they identify you once they’ve found you. That’s why it’s helpful to choose a brand name that’s both memorable and keyword-rich.

(Marketing message getting lost in the shuffle? Here are seven reasons nobody understands what you’re saying.)

The right brand name can make all the difference in your SEO success. If you have a brand name that’s difficult to spell or pronounce, it’s harder for customers to find you in search engines – and if your name is too generic, it will be harder for customers to remember you.

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So if you haven’t decided on a brand name yet, choose one that’s both unique and easy to remember. A good brand name will help you stand out from the competition and make you memorable.

But what if you’ve already picked your brand name and it’s too late to change it? Don’t worry – all hope is not lost.

Can’t change your brand name? Try a modifier instead

Changing your brand name may not be an option. But luckily, it’s simple to improve your name with a name modifier. A modifier is a brief descriptive snippet that perfectly captures your advantage. Applied properly, it can become indivisible from your name.

A good name modifier boosts your online visibility and makes it easy for everyone to know exactly what you do best.

Classic example: the Boeing 747. Terrible name, right? But add Jumbo Jet, and you have something that nails this jet’s strongest selling feature.

(If you’re in the mood for improvement, it might also be time to shake up your brand placement. Here’s how.)

The power of a modifier

I recorded this video to give you a bit more on the power of a great name modifier. Enjoy!

Want more stories with brand tips and shortcuts? Try one of these posts next:


If you’re building a brand, read my book BrandDIY first.

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This post was updated in 2022 just for you.

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