Naming Your Business, Part 2

The name you choose for your business should immediately project you and your company’s personality. After a person hears or reads your company name, a word picture is instantly created. Make sure that the name you select accurately conveys your brand within your specific market.

Be Positive: Choose a company name that is upbeat; avoid negative word pictures. You will want the name to draw people to your services and/or products.

Short and Sweet: Keep the name as simple as possible; shorter, the better. A customer or potential client is more likely to remember your company name if it’s easy to pronounce or spell.

Be Distinctive: You want your brand to be unique. Stay away from names that are the same or sound similar to other businesses.

Be Descriptive: Nothing creates a word picture in the minds of customers faster than an adjective or descriptive noun. A business called “Standard Luxury Cars” has more impact than “Standard Cars.”

No Trends: Select a name for your company that is timeless. Using trendy words or phrases might seem like a good strategy, but only in the short term. When a new trend comes along, your company name becomes more of a liability than an asset.

Future Growth: Don’t name your company, for example, after one product type. It might limit how your business expands in the future. If you have “Beds” in the title, you’ll have to change it five years down the road when you want to include other kinds of bedroom furniture.

It has to be Pretty: Visualize how the company name will sound over the phone or in a radio commercial; appears on a website; or looks on a business card. The more attractive it is, the more appealing to potential customers it will be.

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