Starting your own business? Then you’ll need a name. Preferably one with a snappy tagline to match. At ZINNIG, we come across (and come up with) plenty of brand names and slogans – in both Dutch and English. This means we’ve learned a thing or two about what works and what doesn’t. While English names are everywhere these days, the choice between Dutch and English deserves a little more thought. Whether you’ve been dreaming up your company name for years or see naming and tagline writing as a necessary evil, the right advice can help you avoid the usual pitfalls.

English is cool. Right? That’s the impression you get when you switch on the TV, flip through a magazine, or scroll on Instagram. English catchphrases are everywhere. This trend has been popular for a few years now, and plenty of business owners have jumped on the bandwagon, giving their company an English name and ditto tagline. After all, the trendier you are, the more customers you reel in. But before you commit to one language or the other, stop to consider the following.

Define your target group

Before choosing a business name and tagline, think about who you want to attract. Are you selling books to people over 50? Are you opening a hair salon in a small-town shopping street? Then an English name might not be the best fit. In fact, a hard-to-pronounce foreign name may even cause confusion. While most people will know the word ‘cake’, calling your cupcake shop ‘Cutiepie’* could lead to some funny or potentially frustrating conversations. Instead, choose a Dutch word that evokes a feeling of sweetness, cosiness, deliciousness, or luxury. Rediscover the Dutch language and get playful with it! How about calling that same cupcake shop ‘Kruimeltjes’?

Get creative

A creative approach gives you the opportunity to go further and dig deeper than your competition. There are plenty of companies out there with boring, descriptive names like C&R Boekhouding or Dakwerken Emiel. While certainly informative, they’re not exactly exciting. If you were to translate names like these into English, you’d end up with something clunky and easy to misunderstand. For example: a concrete drilling company called Topboring (yep, boring!) or a bakery called Cake House (is the building itself made of cake?). Think carefully about what you do, what you love about it, and what parts you want to highlight. Next, think about what your target audience might want to hear. Then use this information to come up with a shortlist of possible names.

Use meaningful language

This one’s tricky. A name should be creative, but not too out there. As language virtuosos, we love words with weight. Words that are both meaningful and concrete. Still with us? It’s not easy, we know. So let’s walk you through the process.

Felien wants to open a shop. In this shop, customers can order custom name plaques, have wooden figures laser-cut, and buy a selection of pre-made objects made from metal and wood. While her main focus is gifts, she wants to keep her shop identity fairly broad. Felien brainstorms and comes up with the terms cutout, laser, figurine, gift, present, wood, metal, trinket, keepsake, and souvenir. She decides to call her shop Gifts… and More.

What does this tell you about it? You can buy gifts there, which is great. But what does ‘more’ mean? And what kind of gifts does she sell? Plus, the name doesn’t reflect Felien’s true talent: transforming wood and metal into one-of-a-kind treasures. If we dig a little deeper into what her products really mean, we can come up with some more specific words. You give someone a gift to wish them luck, to express love and affection, etc. You’re essentially giving them a piece of yourself, something personal. We can use this to come up with a Dutch and an English name and tagline:

‘Stukje geluk’
Originele cadeaus van hout en metaal

‘Treasure trinket’
Metal & timber, crafted with care

Which do you prefer? And which would resonate most with Felien’s target group?

Watch out for false friends

Most Belgians from Gen X, Gen Y and Gen Z have a decent command of English. But you really need to know a language inside and out to spot the potential pitfalls in a business name. All language combos – in this case Dutch-English – have so-called ‘false friends’: words that seem like a direct translation but actually mean something entirely different. A good example is ‘oldtimer’. In Dutch, it means a classic car. In English, it’s slang for an old person. A ‘chef’ is a team leader in Dutch but a professional cook in English. You can imagine the number of unfortunate names and taglines out there. Some words also have double meanings. What do you think ‘Chops by Charlie’ does? Is it a butcher or a barber shop? And does ‘The Nail Shop’ do manicures or sell power tools?

Check, check, and check again

Stick with clear, easy-to-understand words and do your homework. You could also run it past a professional – a native speaker, a copywriter, or a translation agency. Whatever you do, always give your name and tagline a few review rounds before making any decisions. Get to know your target group, check whether the name is already in use (this can affect your SEO), and look at every English word or phrase from different angles.

Need someone to double-check your brand name and tagline? Or are you starting from scratch? Piece of cake! Feel free to get in touch with us.

*Disclaimer: Did we accidentally mention a real business name? Oops! Total coincidence!