What's In a Name? How Naming Your Community Can Kickstart It

For online communities, getting started with strong momentum, building real energy within the community from the get-go is really important. When people first log on, they want to see that a real community is growing, where they can make connections and have fun. That’s what makes them join.

One little-known but effective way to get a community started quickly on the right track is to have a genuine name for it and a nickname for its members. I recently read a blog post by Blaise Grimes-Viort that talks about community names; in it, he mentions an interesting study: two psychologists found that people feel happier in relationships where a private lingo, including nicknames, are used. According to Grimes-Viort and the community managers he polled, a group name makes members:

• Feel more connected to each other

• Think of the group as more exclusive

• Perceive the community as a gelled group

• Develop a group culture

• Behave according to community rules

He cites real-world examples of strong groups that have great names, like Digg’s Diggers and, naturally, Deadheads and Trekkers. You could also think of gleeks, fans of the show Glee.

When we built the website and community for Seventh Generation, they named their community and its members SeventhGen Nation, emphasizing a Red Sox Nation-like devotion to their products and the environment. We’re working on an exciting community project now, and naming the members with a term that’s both endearing and makes sense for the brand is a key feature. As more organizations see the value in community, they’re keeping away from generic approaches, and really making their members feel like a part of something bigger by creating a unique identity.

If you’re thinking about building an online community, maybe the name for it is where you started, or maybe it’s something you haven’t thought of yet. Either way, it helps to brainstorm around what makes your brand’s customers or clients unique so you can find a name that will click for them. Think about:

• What are the values they share with our organization?

• What do they like most about us?

• What’s their attitude? Fun? Creative? Smart?

• How can we come up with a name that’s distinct, yet still goes with our brand?

Spend some time testing out different names, ask potential members, and go with your gut. Making a community means creating a place where customers can identify with your brand and each other. Think of a name your customers will be proud to be called. It’ll go a long way in making them proud to be your customers.