What’s In A Name? More Than You Think

By Dale W. Hutchings

I have helped a number of new companies name or re-name their businesses and it has never been an easy task. One of the best analogies I’ve heard that truly illustrates the significance of a business name is to compare it to the placing of a cornerstone. Once in place, an entire building’s foundation and structure is dependent and aligned to that original stone. If that stone is off the mark even a little, the stability of the building is in jeopardy from the start.

What makes a business’s name so important? Your company’s name is more than just a way to categorize your business. It serves as your brand identity.  It projects an immediate image of who you are and what you represent. Moreover, it can help lead you down the road to success or contribute to your failure.  It can cast you in a moment with the competition or separate you from the clutter and give your business a sense of distinction from the rest.

So what makes a good business name from a marketing standpoint? Clearly, selecting a name that stands out from the competition is a good idea, but you also want to choose one that offers other advantages as well.

• It makes your business easy to market. It tells anyone instantly what your business is all about.

• It is easy to remember, short (no more than a handful of words); and equally important, it is simple to pronounce and spell.

• It describes clearly a niche, if your business has a specialization.

• It stirs an immediate interest in a potential customer to want to learn more.

• It doesn’t confuse your business with a similar entity.

• It sells itself; no further explanation is needed.

• It sounds good whenever you say it.

• It projects a sense of optimism.

• It doesn’t limit your geographical marketing area.

• It has the right words to attract the types of clients you are seeking.

Trying to achieve one or more of these goals isn’t easy.  However, there are several things you can do that will help you make the right choice in a name.

Start by analyzing your company. 

What exactly is it you do anyway?  Can you describe your business in just a few words?

Define your market. 

Where are you seeking to do business?  Who are you seeking as clients? Are they of a particular income level or age? Asking yourself such questions will help you in the creative process of selecting a name.

Develop a list of potential names.

To start this process, come up with an extensive list of words that describe your business.  Think of adjectives that best depict your company. Consider what makes your business unique – what makes you different from the competition.  Compiling such thoughts can often spark possible names.

Think visually.  

When choosing a name give a lot of thought to the colors you plan to use in marketing your business.  Colors can be an important component when it comes to signage, logo design, your website and the various promotional materials you will need for your business. Further, keep in mind that colors have strong emotional associations.  Blue, green and turquoise, for instance, project a calming sensation, while colors such as red, yellow or orange generate an excited, passionate response.  In addition, you need to think about colors because it is also possible you might want to include a particular color as part of your name. 

Do your homework: make sure names being considered are not already taken.

If it is your intention to use a fictitious name for your business, you will need to register it with the state of Florida. The fee for registering a fictitious name is $50. The registration is good for five years. You also might want to trademark the name. To find out how to search and file for these online visit: www.sunbiz.org. This is the official site for the Florida Department of State Division of Corporations. Most documents and/or forms you will need to file can be downloaded here at no charge.

Yes, naming or re-naming a business can be challenging.  But it can also be fun. Now that you know what you need to think about in choosing a name to maximize your marketing potential, go for it. Sit down with pen and paper and let your creative juices flow. Find that name to truly make your business standout in 2009, 2010…always.

About the Author
Dale W. Hutchings, APR, specializes in “out-of-the-box” marketing and has more than 30 years of Public Relations, Marketing and Advertising experience. Since 2001 he has had his own practice with a heavy focus on marketing consultation and copywriting for a wide variety of advertising mediums. For more information on his services visit www.dalewhutchings.com or contact him via e-mail at: hutch7@verizon.net.