You have your business vision, a mission statement, ideas for products and services, and even a few fun slogans in mind – but what about creating a name for your new cannabis company? The cannabis industry is still in its infancy, making it an exciting time to stake your claim as a new business. For business owners and marketers in the marijuana landscape, that means there’s plenty of room to get creative and choose a winning brand name.

Odds are, when it comes to a cannabusiness name, you’re hoping to come up with something memorable, unique, and representative of your brand identity, which is quite a tall order. Choosing the right name for your cannabis company plays an important role in how consumers perceive your brand, how well you stand out from the competition, and, ultimately, your potential for long-term success. Naming your company should be approached with the same seriousness as any other aspect of your brand development strategy, and it’s key that you choose a solid name with excellent staying power. No pressure, right?

Luckily, you don’t have to dive into the naming process unprepared because the Marijuana Marketing Xperts team is here to help. 

Thanks to our extensive industry expertise, we’ve seen more than our fair share of great – and not so great – cannabis brand names. And beyond that, our cannabis branding team has worked with a broad range of clients to create and launch their perfect-fit company name. So, you could say we know a thing or two about how to choose a name for a cannabis brand. 

We’ve put together a comprehensive guide to naming a new cannabis company, outlining a series of steps and creating a series of thought-provoking questions to get you started. Now, let’s jump in and get to it!

How to Develop a Name for Your Cannabis Company

Although it might seem easier to just start brainstorming business name ideas at random, it’s actually far more effective to take an organized approach. Choosing a cannabis business name is one of the biggest decisions you’ll make as an entrepreneur. The last thing you want is to discover that you wish you could change your business name a year or two into the business.

We’re breaking down the basics into three simple steps, giving you some guidelines to help you move through the naming process. Of course, you’ll want to keep in mind that choosing a cannabis business name isn’t a one-size-fits-all experience: yours might need more time or work than you expected. But in the end, once you have a business name that you’re proud of, it will all be more than worth it.

Know your brand name types

Generally, you can categorize brand names into four categories. There are both strengths and weaknesses to each of the types of brand names, and there’s not necessarily one “best” option. Rather, you’ll need to carefully consider each model to decide which one is the right fit for your brand.

Descriptive names 

A descriptive name directly describes what your company does or sells. Some of the most obvious examples of descriptive brand names can be found in the fast-food industry: Pizza Hut, Burger King, Taco Bell, and so on and so forth.

One of the biggest benefits of a descriptive brand name is that it directly informs the consumer what your business has to offer. Long before they browse your site or walk through your front door, they can easily decipher whether or not they’re interested in what you’re selling. 

On the other hand, descriptive names also have their weaknesses. Particularly in the cannabis industry, the simplicity of descriptive brand names can easily cause brand confusion. With so many companies using this strategy, the market ends up oversaturated with very similar names – making it trickier to stand out. Also, if your brand ends up evolving (as businesses often do), you could end up with a business name that doesn’t really describe your company as well as you’d like. 

Acronyms

Brand names that are acronyms are another widely popular option, with many of the world’s best-known businesses using this method. Acronyms are easy to remember and simple to say, which is one of their most notable strengths in branding. For example, you could say “United Parcel Service,” but you’re much more likely to refer to the brand (and remember it as) UPS.

It’s important to note that acronyms don’t necessarily say much about what your company actually is. As a result, it can make it more challenging to capture attention or communicate your brand purpose because consumers just won’t know what the acronym stands for. 

Experience-oriented brand names

When your brand name is shaped around a specific experience, expectation, or feeling, it is considered experience-oriented. Usually, brands with this type of name (such as Apple) value simplicity in their branding. This naming style can also enhance your brand personality with a certain sense of prestige, creating a certain level of consumer trust even when you’re still a new business.

However, an experience-oriented brand name can also be pretty difficult to come up with. Plus, finding a name that’s not already trademarked adds a whole other layer to the challenge.

Made-up brand names

Odds are, you’re familiar with at least a handful of brands that have completely made-up names – and you might not even realize it. For example, consider the ice cream brand Häagen-Dazs. You might have assumed that it’s simply a reference to a phrase in another language, such as Dutch or Swedish. But actually, the brand creators just made it up.

Made-up names can be confusing, and consumers might have difficulty remembering your business name. If you’re still set on this type of brand name, find something that has enough weight to really stick in the minds of those who see it. You’ll also want to be prepared with the resources and strategies to develop a solid brand identity because your business will need to communicate its purpose particularly clearly.

Figure out a process

Unless you’re struck with sudden inspiration for the perfect business name, landing on a memorable moniker that suits your brand is going to take time. Keep yourself on track by following progress-oriented progress:

• Identify your ideal customer. Many business owners mistakenly make the naming process all about themselves. But actually, there should be equal focus on your future customers as well. Decide what type of customer your business is specifically made for, and you’ll have a clearer idea of the name styles and types that will appeal to them.
  
  For example, are you launching a medical marijuana dispensary that’s aiming for a professional, science-centered brand personality? Or, are you creating a casual cannabis edibles company for recreational adult-use consumers with relaxed attitudes and fun-loving lifestyles? As you can imagine, the right name for each of these customer bases is going to differ dramatically.

• Assess the competition. Which brands are going to be competing with you for your target customers? Make a list of your closest competitors, then categorize them by brand name type. Pay attention to the names of the most successful brands, taking a closer look to pinpoint patterns. Evaluating the names of other businesses in your niche can help you figure out what works, as well as what doesn’t.

• Set up some ground rules for your brand name. Now, it’s time to start narrowing down your options. Create some limitations for what you want your brand name to look, feel, and sound like. For example, you might decide that your business name has to incorporate alliteration. Or, maybe you want it to be a play on the word “green.”
  
  Sometimes, it’s easier to make rules about what you don’t want your business name to be. The list of competitor business names you made can help you here. As you continue to round out a framework for your company name, you’ll find that it becomes easier to eliminate certain ideas until you land on the one that just works. 

Trademark time

Once you’ve achieved what seemed like the impossible and found what feels like the perfect name, you’re done – right? Not exactly. 

Now, you’ll need to file a trademark to ensure protection for your brand name. Unfortunately, the gray area that surrounds the legality of cannabis in the United States can make this a bit of an arduous process.

Because cannabis has yet to be ruled legal on a federal level, obtaining a federally recognized trademark for a cannabis brand can be tough. Instead, work towards a state-registered trademark in a state where cannabis has already been legalized. 

If you can, seek a federal trademark for any original products of yours that do not contain THC. Because those products don’t fall under federal cannabis laws, your odds of securing a trademark are far better. Getting those items trademarked can be a valuable deterrent to other businesses who are considering using your brand name – and better yet, you’ll have already laid the groundwork for a federal brand trademark once cannabis is legalized federally.

Quick Questions to Inspire Your Naming Process

Are you still feeling stumped? Don’t be too hard on yourself; naming your cannabis business is bound to be one of the most challenging parts of getting started.

We’ve rounded up a series of questions to ask yourself before choosing a cannabusiness name, making it easier to tackle this monumental branding task. With any luck, these questions will get your mental wheels turning and help you find some inspiration for a business name that just feels right.

What kind of cannabis brand do I want?

Before you begin brainstorming names, first ask yourself what your business is all about. Just about every company owner has an idea of the brand they want to become and the overall impact they hope to have on the industry. Jot down a few words or phrases that capture these ideas to get a clear picture of how to best represent your company in its chosen name.

Consider how you want your brand to be interpreted, both by consumers and industry peers alike. For example, are you envisioning a luxury brand that caters to an upscale clientele? Or is your goal to connect with everyday consumers who are new to cannabis? Whatever your mission, your brand name should directly align with those values.

Your cannabis business name is your chance to make a good first impression – and it’s one you can’t afford to waste. Especially in the fast-paced and highly competitive cannabis industry, you need to seize the opportunity to secure customers and establish your brand identity. 

What does the future hold for my business?

We get it – you can’t exactly whip out a crystal ball and start predicting your cannabusiness future. But you need your company name to have staying power, so it’s key that you try to center it around an aspect of your business that you’re confident will be permanent. Business priorities and goals may shift from year to year, but your brand name should be able to withstand the test of time.

For example, you may be opening a medical dispensary now, but if you have any inkling that it may eventually expand into a recreational dispensary, that’s important to keep in mind. In that scenario, you’d want to stay away from words that evoke images of the medical field, such as “RX” or “medical.” Instead, search for words that communicate the core of your company’s mission, which is unlikely to change dramatically. If you’re focused on providing 100 percent green certified products, maybe include the word “clean green” or other holistic descriptive words in your brand name.

Is the name easy to say, spell, and remember?

Creative, unique names are all well and good unless consumers can’t remember them – or figure out how to type them into an Internet search bar. Keep your company’s name simple and straightforward, avoiding potentially confusing words or spellings. 

One of your most important marketing goals will be to encourage people to talk about your brand, but they can’t do that if they find it difficult to say, spell, or remember. Here’s a quick and easy checklist to help you review the actual functionality of a potential name:

• Read to speak: When you read the name for the first time, can you easily say it aloud? Is the pronunciation easy enough to get it right the very first time?

• Hear to spell: When you say the name aloud, it is simple enough to spell without actually seeing it? If a potential customer hears the name from a friend, will they be able to look it up online or on social media?

• Speak to hear: Can the name pass the “crowded bar test”? That is if someone were to hear your name in a noisy, crowded bar, would they be able to understand it the first time?

Getting feedback from others is particularly valuable when you’re determining the practicality of the name you’re considering. A certain business name might seem easy to understand from your perspective, but others might not necessarily agree. 

What are the company names of my biggest competitors?

One of the easiest ways to get a feel for good cannabis company names is to go through a list of all your biggest business competitors. You aren’t looking to copy their names but rather learn from them. We briefly discussed how evaluating other brand’s names can be helpful, and now we’re going to put those ideas into practice.

Work your way through the list and highlight ones that are appealing to you from a consumer perspective, then ask yourself why. Mark ones that turn you off, and consider exactly what it is about the name that doesn’t seem appealing. Use these notes to help you approach your naming process from an angle that keeps the consumer in mind.

What is my company’s value proposition?

A big part of your company’s success relies on your ability to figure out what sets you apart from the competition. What need are you serving that others aren’t? Does your brand provide something of value that no other company can? Do you offer consumers something completely unique? Here’s a hint: your answer should be a resounding yes. 

You don’t have to reinvent the wheel to figure out your company’s unique “thing,” it can be something as simple as a particular element of the shopping experience or a certain niche you cater to. Whatever it is, try to figure out a way to communicate that value proposition in your name.

What’s my brand personality?

Developing a cohesive brand identity means figuring out exactly what you want the “vibe” of your business to be, then applying that ideal across every aspect of branding, including your company name. 

Are you aiming for playful and laidback, professional and serious, or maybe somewhere in the middle? Whatever you want your brand personality to be, your cannabusiness name should clearly align with it. 

This question closely connects to the very first question we covered: what kind of brand do you want? Think about the customers that you are planning to target, and decide how they would respond to the brand personality you’re developing. 

Can I trademark the name?

There’s nothing worse than going through the process of finding the perfect name, only to discover that somebody already has it. It’s important that you’re able to trademark and own your name, otherwise, you run the risk of other companies using it for themselves. Do your research before selecting your final choice to avoid having to start back at square one.

What do my peers think about the name?

Once you find a name you love, it’s time to get feedback. It’s all too easy to allow your personal bias to color your opinion of potential brand names, which is what makes audience testing such an important step.

Chat with colleagues and friends, run a poll or survey on social media, or conduct paid audience testing. Their honest opinions can help you make any necessary refinements, as well as bring up potential strengths or weaknesses you didn’t notice before. Work through the feedback from every angle and focus on serving the specific needs of your business and future customer base.

Choose an Expert Marijuana Marketing Agency as Your Guide to Building a Successful Cannabusiness

For many cannabusiness owners, figuring out the complex world of marijuana advertising has never been part of their professional dream. Instead of trying to navigate cannabis advertising on your own, let the expert team at Marijuana Marketing Xperts show you the way. 

We combine extensive marketing knowledge and experience with a clear understanding of the nuances of the cannabis industry, helping you create and implement a branding and digital marketing strategy that sets you up for success. Together, we can work through a brand development strategy, then personalized marketing services that adapt to your company’s evolving needs, the changing cannabis industry, and new rules and regulations. Whether you’re just beginning your journey as a cannabusiness owner or you’re an industry veteran that’s ready to take your business to the next level, our team has the strategies and skills you’ll need to succeed.

Contact Marijuana Marketing Xperts to set up your branding and digital marketing consultation today!

 

Image Credits:

How To Develop a Name for Your New Cannabis Company: Photo By Kitsada Vector on Shutterstock
How can I describe the heart and soul of my company?: Photo By artskill2k17 on Shutterstock
What does the future hold for my business?: Photo By ShutterstockProfessional on Shutterstock
Is the name easy to spell and remember?: Photo By Lightspring on Shutterstock
What are the company names of my biggest competitors?: Photo By Jordan Wende on Shutterstock
What is my company’s value proposition?: Photo By krissikunterbunt on Shutterstock
What’s my brand personality?: Photo By EtiAmmos on Shutterstock
What name categories do I like the most?: Photo By JETACOM AUTOFOCUS on Shutterstock
Can I trademark the name?: Photo By Rawpixel.com on Shutterstock
What do my peers think about the name?: Photo By Jacob Lund on Shutterstock