It’s not surprising that so many businesses put hours and hours of time into naming their products, brand or the company itself.
Your name is often the first thing that prospects come into contact with – think about those names you remember - and a lot of information needs to be communicated very quickly to create the right impression. You want your prospects to begin making the correct associations and forming a favourable impression of what your business, brand and products / services are all about.
Ask yourself, ‘how much information about our product or service does our name convey?’ Would prospective customers get the right impression? Would they form accurate expectations about the services or products you provide from your company name? Does your name convey anything deeper about your business? What about your approach, your style, your creativity, your ability to think outside the box? Does it convey an image of institutional professionalism and longevity – or is it young, fresh and radically creative? How much information does your name provide to would-be customers?
The same questions should be asked of any branded materials or items in your business. It might be as simple as naming the meeting rooms in your building for example. Are they simply Room 1, Room 2 and Room 3 or something more creative and unique? The Brain Box, The Sophelia Room or The Orangery would all provide more interesting names and perhaps suggest a bit more about how you operate and how your business thinks.
Is the name distinctive enough to be easily recalled, is it memorable and unique? Does it help to distinguish you from your competitors in any way, does it suggest how you are different? As you might begin to see, a name is a powerful tool for communicating information about your business, products and services.
Other practical issues are checking online to learn if domain names and social media handles are available. Could you be confused with one of your competitors? Could your selected name have any negative consequences or associations for your business?
In the same way that a picture can be like a 1000 words, so a good name can say an awful lot about your business by the lightning-fast associations and impressions it gives to your prospects.
If you would like to discuss naming in more depth, please contact me.
