The Name Game

How many times have you walked away from meeting someone and immediately forgotten their name? Its okay, you shouldn’t be ashamed, it happens to everyone all the time. In business, it is one of the key things that should try and be avoided at all costs. A client should never walk away from a meeting and wonder, "now what was the name of that company?" Your clients should always have your company name and tag line to be right on the tip of their tongues. This way they’ll know who to call when ready to do business.

Almost 9 out of 10 people say they have difficulty remembering names. With these statistics being so high, it’s important to have a name that will stand out in cluttered dialogue. So how do you do it? There are a lot of key things that can be done to come up with a creative name that speaks to what the company is about. Here’s a few:

1. Brainstorming. Brainstorming can be a great way to come up with a name that is relevant to your company and the industry at the same time. It’s important for the brand name to relate to the industry so when people see the name, they’ll know what service it represents. The last thing a business wants is a client or potential client to not know what your business service is.
2. Ease. Is the name you choose easy to say and spell? People don’t want to mispronounce or misspell a name in fear of being wrong, especially if they do business with you. Although a "different" name may seem unique, make sure it is easy to say and spell.
3. Distinctive. It is imperative for clients to be able to distinguish your name from the industry and from competitors. Even though a name should reflect the industry, it shouldn’t repeat what the industry is. For example, bad tag lines include "fine dining." The definition of fine dining is so broad that it varies from person to person. The tag line must be specific to your company, not your industry.
4. Test it. Even if a name sounds great and seems like it should work, sometimes it doesn’t. Always test your names and tag lines on at least ten people with minimal interest in the company. This way you can ensure you’ve picked the right names and slogans to represent your company.
5. Legality. Make sure the company name and any slogans associated with the company aren’t already trademarked. This could pose serious legal and credibility issues with the company. The last thing you want is to use money that could be spent on advertising to go to legal fees.

All of these tips are important to establishing good titles for your business but the most important is making your company reflect its beliefs. The name is an extension of the company and it is essentially about whatever the company represents. Have fun with it and make your name stand out, not just for the name, but for the service.

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