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Naming a Business? Mom Knows Best!
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How to decide upon a name for a business.
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814 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-09-25 14:36:00
Written By: Philip Busk
Copyright: 2006
Contact Email: mailto:pb1@buskerdoo.com
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Naming a Business? Mom Knows Best!
Copyright � 2006 Philip Busk
Buskerdoo
http://www.buskerdoo.com
Naming a business is a lot like naming a baby. Parents, at least
moms, seem to naturally know the vast importance of a name. Have
you ever met a mom-to-be that didn't fret over what she was
going to call her child? She certainly has good reason to spend
so much time coming up with the perfect name for Junior. After
all, good and bad names can be forever. It's too bad many
entrepreneurs don't spend as much time thinking through the name
they will use for their business.
People naming businesses don't always understand the
ramifications of picking the perfect name. Where parents spend
countless hours and even sleepless nights picking their child's
name, a business may be named in a few short minutes.
Comparing the two name choosing processes can lead to better
business and product names. A business name, just like a
person's name, sets the tone of the business. When choosing
names you should limit the number of people involved in the
process. You should also strive to find a name that is
recognizable but unique while avoiding far-out, unpronounceable
combinations. Like all good marketing endeavors, the rules of
picking names, even my rules, are made to be broken.
Carefully Decide The Personallity Of Your Company Or Product
First
Names set the tone for personality and they tend to be forever.
If you go by the name Jonathan Edward Winthrop, III you are
telling the world something about your personality. What would
you immediately think of when you met someone with that kind of
name? You are also telling people something about your
personality if you tell people, "just call me Jon." One name is
stuffy and alludes to a rich and formal persona and the other is
a fun loving "normal" guy. The name is the first indication of a
person's personality. Business names are the first indication of
the personality of a business too.
Jonathan Edward Winthrop, III versus Jon. One of these names is
equivalent to naming a law firm and the other is the model name
for a skate board shop. Think Apple Computers versus IBM. Get it?
They are both great computers but one is know as the fun creative
computer and one is know as the business computer. Basically they
do the same things. So, before you even start picking names,
decide on the personality you want your business to project.
Limit The Number Of Decision Makers
Parents are normally limited to two decision makers when picking
names. Occasionally a mother-in-law or a "helpful" friend gets
involved in the process. A few men I've known left the naming
decision completely up to their wives. You normally have two
decision makers, at times three or more, and occasionally one.
Which do you think is an easier and less painful process? No
matter if you are naming a baby or a business; I'll guarantee
the one person decision maker is the fastest and easiest path but
also might not the perfect solution.
Just like working on a name with your spouse, in business you
must find a decision making balance. I would try to get the owner
or president, a creative type, and someone with some advertising
knowledge involved. In the case of a one person start-up, you
wear all those hats anyway, so lucky you, you are back to the one
person decision; well unless you want to get your mother-in-law
involved. Hey, she may be a creative type.
Don'T Be Afraid To Make A Change Or Break Some Rules
Some people change their names when they reach adulthood. While
making a change can be a wonderful experience, twenty, or more
years of name recognition is lost. Think of all those family
reunions where you would have to tell people, "My name used to
be..." The same applies for a business. Can you imagine trying to
change an established name like Starbucks? Then again, if your
parents gave you a name like Hornbuckle, can you imagine not
trying to make a change? People pick weird names for their kids
and businesses everyday. You're sure to have seen a business
name that not even a mother could pronounce.
Sometimes breaking the rules wins the game. A company name like
Yahoo doesn't fit my rules, but the company is quite successful.
If you choose to go the path of a Yahoo, be prepared to open your
wallet and spend big bucks to heavily promote your company name.
You will need to create name recognition for a name that means
absolutely nothing to the general public.
When you decide to pick a name for your business, think of it
like you are naming a child. After all, this growing business is
your baby too. Spend a lot of time choosing your company name. If
you're lucky, like your kids, your new company name will last
longer than you.
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Philip Busk has managed and consulted in sales and marketing,
business development, and internet business marketing. See
http://www.bizqte.com/ for more information on naming
businesses or business products.
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