What’s in a business name? More than you might imagine. Since ‘Google’ took over the world, one could presume that any old name pulled out of a hat will do. Alas, brand naming’s not quite so simple.
• is recognisable and memorable
• sticks in the mind
• has personality
• has depth: layers of meaning
• looks good
• sounds good
Just as with a person’s name, brand naming will have lasting consequences. People are initially judged by their names – not entirely fair, but it’s human nature. We’ve all met folks with unfortunate monikers. Their parents may have been tone-deaf, momentarily swayed by passing trends or just plain cruel – (Dweezil?). When naming a newborn baby, you should think of the future: will your bambino’s name be suitable for a fully grown adult, a CEO or even a Prime Minister? With your company name, you must think ahead as well: will your business expand beyond its current geographic area or product range? Can the name adapt as your business matures?
We’ll work closely with you to develop distinctive brand naming for your business, products or services, names that feel very ‘now’ but can withstand the test of time. We can also help you market your new brand – and get it growing.
Your company name must have a raison d’être, some grounding or depth of meaning. It should reflect your brand essence: its core promise and ‘brand personality’. Is your company sophisticated and exclusive, or down-to-earth and accessible? Friendly and helpful or authoritative and factual?
The actual look of your company name is a visual signifier. Customers will see it in a logo, an ad, on a billboard – and on an invoice. The name will be seen in context, but its shape and the ease of reading it are key.
The sound of your company name is also important. Customers will hear your brand name on radio or television ads, at trade shows or in conversation. Will potential customers feel comfortable saying the name? If not, how will they ask for it or recommend it to someone? Word of mouth is a vital marketing tool, so don’t make happy clients feel awkward about recommending you. Imagine meeting someone and handing over your business card as you say, “Hello, I’m the CEO of XX.” It’s your company, so you must feel comfortable saying its name. And how will it sound when your team answer the phone? Is the name easy to understand verbally? A confusing or difficult to pronounce company name could present issues.
Is your new name distinctive? Does it stand out from the competition or is it lost in a sea of similar brands? Distinctiveness can be an effective aspect of a successful name, particularly if there are layers of meaning behind the name.
Where’s the oomph? Does your new business name have the energy and character to carry an ad campaign on its back? You want a name that’s not a damp squib.
Is your new brand name relevant to your products and/or service or to your industry? A fun new app can have a ‘kooky’ brand name, but a financial services company? You must match a brand name’s overall appeal with its relevance – if there’s a disconnect, it may not work.
If someone else has your name, it’s obviously a good one – but not the one for you. Let’s find you an original, available name that suits your business to a T.
Let’s talk business.