There are some words that have been endlessly abused and are no longer fit for human consumption. They’ve become stale and meaningless. And in that class are words that end up in generic-type company names.

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There seems to be a need for entrepreneurs to brand their business by describing it. I suppose they’re afraid people won’t know what they do if the name doesn’t describe the offering. I’d be more afraid that the name doesn’t differentiate the business from its competitors.

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I have identified the five most popular “last names” of America’s fastest growing prively-held companies as reported in INC 500 over the past ten years. They are:

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I set about analyzing and categorizing the names of the INC 500 for the past ten years. That’s 5,000 names I’ve scanned, pigeon-holed, described and charted.

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There’s more to selecting or creating a name than just “naming”. First, there are a series of strategic questions you should ask. Remember that naming should begin with a strategic naming brief.

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Naming a Company with Initials Leads to Brand Confusion. Using the initials of a three-word descriptive name does not make the shorter name memorable or engaging. It just creates uncertainty in the prospect’s mind.

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But whatever you’re naming, creating a successful name can be exasperating and time-consuming. All the good ones seem to be taken. One solution is to create a coined name. Coined words can often produce unique, memorable and relevant names.

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