Are You Giving Your Business a Bad Name?

by Rocky Cipriano, InSight Marketing Inc

Here’s a quick refresher on naming your business, product or brand.

I’ve written in both my books about the importance of naming your business, but in my experience, it’s still overlooked as a critical component of a business’s overall brand image. What you call your business, product or brand can quite literally make you a household name, or an also-ran.

Let’s start with some simple rules for naming.

Rule 1: Avoid generic sounding names. This seems obvious enough – if your name is too generic, or even cliché, what are the odds prospective customers will remember it?

Most often, companies make this mistake because they want to be viewed as large, established players in their industries. So they incorporate words like Universal, Consolidated or General. (Does a word get more generic than General?) Words like this are the equivalent of elevator music, blending into the background while a more interesting brand is giving a compelling elevator pitch.

Smaller companies do it, too. Which is more likely to catch your attention – another Discount Tire Center, or Road Ready Tires?

Today’s startups and app developers have figured this out. They’re probably the best at creating memorable names for their ventures and products. Take, for example, Evernote, Snapchat, Spotify, or everyone’s favorite photo tool, Instagram. Instantly memorable, they paint a picture (even when the words are made-up or nonsensical).

See more simple rules for naming your business »

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