What’s In A Name? The Six Essential Elements You Need To KnowBy: Susan Friedmann
Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation -- if you do it right.
I didn’t do it right. At least, not at first.
All entrepreneurs make mistakes, and I made one of my first ones right off the bat. Thrilled with the fledgling business I was starting, this precious enterprise so near and dear to my heart, I christened my company Diadem Communications. Diadem means crown-- a fitting name for what I felt was a crowning achievement.
What does Diadem say to you? Does it evoke thoughts of me coming into your company, training your sales team to be the best booth staff ever, ensuring that every single trade show you attend turns out to be amazingly successful? Does it make me sound so good that you just can’t wait to hire me?
No. It doesn’t say that to me either. And even worse, it didn’t say that to any of my potential customers. Going by name alone, no one would be able to determine the least bit of information about me, my company, or the services we offer. The name said nothing, and it did nothing for me.
The name had to go. More importantly, it had to be replaced by something effective. How do you come up with an effective name? Consider these six elements:
An Effective Name:
Make sure your name doesn’t intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril.
After following a series of simple step-by-step instructions to match my corporate identity with my service offering, I came up with the quintessential name: The Trade Show Coach. This name instantly tells customers what I do – assist companies with trade shows – and a little of the manner in which I do it – coach, rather than dictate, direct, guide, or organize.
See the difference? So did the buying public, some of who quickly became my best customers. The same thing can happen for you -- if you pick the right name.
© Copyright 2006, Susan Friedmann
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