How to name a new business or digital marketing agency

Naturally, if you’re thinking of starting a business one of the key processes to go through is to choose a business or company name. And this takes people to the default first port of call for questions; Google. What does a Google search tell you to do:

Choose a comforting or familiar name that conjures up pleasant memories so customers respond to your business on an emotional level. Don’t pick a name that is long or confusing. Stay away from cute puns that only you understand. Don’t use the word “Inc.” after your name unless your company is actually incorporated.

  • Make it emotional
  • Can we leverage it marketing
  • Keep it short
  • Is it cute… It shouldn’t be!
  • Is it Legal

Lots of digital agencies have seemingly random names followed by the word digital, or marketing, or SEO.  We wanted to have a name that related closely to the way we work and what we think has the most power in the digital space. A name that was also a statement to what you’re going to get if you come to us. A name that we could play on through our pricing structure and in other communication. So we grabbed a thesaurus and started off with a big list of names….


Naturally, some were taken so that narrowed down things quickly and eventually we settled on Bundle.

Definition – Bundle

  1.  Several objects or a quantity of material gathered or bound together
  2. To offer or supply (related products or services) in a single transaction at one all-inclusive price.
  3. Bundle implies a close binding or grouping together, and often refers to a wrapped package

Why is this definition relevant to the way we work with clients and their campaigns?

Also, I’m a massive fan of the way the delivery industry works and on some level that definition felt like it worked with their way of working. I think most delivery companies have it nailed; you can track your package and see where it has been, where it is and when it will arrive at any time. I think this is the way our clients should be treated; we don’t want to have anyone feeling they are left in the dark. And if the ‘delivery date’ slips our clients will get notified immediately.

We then found Bundle (UK) Ltd was already taken and we couldn’t buy the or domain…. So we now needed to go back to the drawing board, but naturally, my mind had already been committed to Bundle so what else could we do, oh dear we are going down the template agency scheme that people like HubSpot have mocked aren’t we! Random word followed by industry specific word or phrase.

Well let’s not avoid the inevitable I settled on digital as it keeps it broad enough so if we decide to expand our services prospects won’t immediately Pidgeon hole us.

Definition of Digital

  • Pertaining to, noting, or making use of computers and computerized technologies, including the Internet.


Do I think we nailed it with Bundle Digital Ltd. Well like all good reports lets analyse this against the objectives we set out to begin with and give each point a score out of 2, so we get a total of something out of 10.

  • Make it emotional
    • 1 Point – emotional process that we went through, YES! Will it help with client acquisition… possibly
  • Can we leverage it marketing
    • 2 Points – Yes we can use it in content!
  • Keep it short
    • 1 Point – We had to use the second word….
  • Is it cute… It shouldn’t be!
    • 1 Point – Yes its slightly cute and some people won’t get the link without explanation
  • Is it Legal
    • 2 Points –

Total Score 7 out of 10 or 70%

In an ideal world, we would have got, Bundle Ltd would have been available, and I think we could have bumped the score to 8 out of 10. But we were not willing to pay extra for, and we would never be able to register for Bundle Ltd. All things considered, we’re pretty happy.

If you know someone starting a business, please feel free to share this blog post with them on social media.

What was the naming process you went through when you created your company? Did you use your name or did you do something cute? How would you score it today?