Adam Ferrier

Adam Ferrier

Monday, 14 November 2011 14:19

Naming Your Business: How to Give Your Start-up an Effective Brand: Adam Ferrier

I’m opening up two hairdressing salons and I’m in the process of choosing a name. Help!

I’m opening up two hairdressing salons and I’m in the process of choosing a name. Part of me is keen to go with a name that will stand out from the crowd (ie. Curl Up and Dye), but I also want to have a serious brand that will be able to expand easily. What should I do?


Curl Up and Dye?! Why don't you just call it “The Cutting Edge” – apparently every town in Australia has a hairdresser called “The Cutting Edge”.


Here are a few rules when naming your business:

  1. Be interesting and have multiple layers to the name. For example, Google is a funny name but is also a play on a very large number.
  2. Allude to a benefit. Hairhouse Warehouse has a promise of having value for money. Boost Juice gives you a boost. Ask people how your name makes them feel what type of experience they would have.
  3. Be extendable. Virgin can extend infinitely, Something like can't.
  4. Stand out. General Pants, TopShop, Witchery all stand out and all are fun ­– but you need to be original too.
  5. Ladder out of a truth. Grill’d serves burgers grilled, Hooked serves fish and so on.

In the hair care category I like the name “Dr Follicles”. It ticks most of the above boxes pretty well.


Naming is hard, spend time on it and get it right. Overall spend time on something that will stand out.


A friend had a dirt moving business and he asked me what I should call it. I suggested “Dirty Bits”. He didn't go with that – but I can't remember the name he ended up choosing.

Adam Ferrier is a consumer psychologist and founding partner of Naked Communications Australia.  He began his career as a forensic psychologist. Adam then had a stint at Saatchi & Saatchi before starting Naked Communications in 2004. He was also State under-12 Chess Champion in WA. Follow him on Twitter.


Ask Adam or any other StartupSmart mentor a question here.

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Idea + Ink Graphic Design
I think it should be named kinki
Idea + Ink Graphic Design , November 15, 2011
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