What's In a Brand Name? Choosing the Name Buy Vegan

Updated: Jun 10, 2021

Choosing a name for a business can be a daunting task.


On the one hand, you want it to sound flashy. On the other hand, you want it to be a simple name that people can understand. You want it to evoke emotion and you want it to give reason to your offering. You want it to be easy to pronounce and spell so that people can find you.


So, why did I land on the name Buy Vegan for my directory?


I decided to focus on the core element of the idea of the directory.

So, I asked myself - What am I trying to help people do? Buy vegan products.

Hence, Buy Vegan.


Sounds pretty simple, hey?


I also wanted to achieve three key things:

  1. Be easily repeatable - I wanted it to not be any more simple to tell the next person about the brand name and website. That means no strange spelling and no strange words. It means using the English language and creating a simple brand that speaks to the purpose of the website.

  2. Be easily understandable - I wanted people to know exactly what they’re doing on the website before they even get there. The URL / name of Buy Vegan is intended to achieve this. This means that there is no need for education. People know why they’re on the site and they know what they’re there for. That means that people can get straight to their objective (finding products) without having to meander through space.

  3. Be a kickass domain for SEO / Google / Organic Search - last and definitely not least was to have an epic domain for SEO. In fact, you can almost scrap everything above as this is the true main reason I chose this domain. You know what? This point is so important that it deserves being in a paragraph of its own. Bullet point over.


By having the words buyvegan in the domain, it makes the website a likely candidate to appear high in Google search results. For example, if you’re searching on Google for ‘Where to buy vegan cheese’ you’re going to get a bunch of results. Your results will depend on the relevancy of the websites that have appeared. Now, this relevancy is based on a bunch of factors - many of which a brand new website has no chance of competing with.


But, on area that a brand new website can compete on is its URL. In this instance, the search for ‘Where to buy vegan cheese’ has the words buy and vegan within the search term. These terms also exist within the website domain of buyvegan.com.au.


But, let’s take this a step further. On the directory there is a page for every category - cheese, butter, meat, milk, egg, food, fashion, shoes - you name it! Using the cheese category as an example we have https://buyvegan.com.au/collection/vegan-food/vegan-cheese/ . Now, all of a sudden, we have an extra word from the search term appearing in the domain of cheese. Let’s have a look.


https://buyvegan.com.au/collection/vegan-food/vegan-cheese/


‘Where to buy vegan cheese’. In fact, it even says vegan three times.


This places the website in a very likely chance of appearing for such a search term assuming that it is properly set up for SEO / Google / Organic Search Engines (you can read about how I set up Buy Vegan correctly here).


And, there you have it - the thinking behind the name Buy Vegan.


So, what’s in a name?

  1. Discoverable on Search

  2. Easily Repeatable

  3. Easily Understandable


And if you’ve got that extra pizazz then try and evoke some emotion.



 

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About the author, Josh Berg

I’ve worked with over 50 vegan-friendly businesses, spending thousands of hours analysing their performance to advise on marketing best practice.


Over the hours there have been several key recommendations that have been consistent for almost all of my clients.



 

Sell Vegan is a marketing consultancy firm that specialises in helping businesses to sell more vegan products via direct online channels and offline support. Learn more about Sell Vegan here.


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