The Name Game--Picking the Perfect Name For Your Business
By Jason Watsell

 

"What's in a name? That which we call a rose/By any other name
would smell as sweet." Ahhhh, Shakespeare. Beautiful, undying,
legendary words. When it comes to love, they may be true. But
when it comes to business and marketing, a name says it all.

Romeo and Juliet fell in love at first sight, though a name tried
to keep them apart. But don't expect your business to overcome
all odds even if only the name gets in the way. If your name
doesn't jive with customers and convey the meaning it is supposed
to, tragedy will ensue.

Your name is the first thing customers know about you, whether
they read it in an ad, hear it on the radio, or see it on
television.

In the instant when a potential customer discovers your name, you
want them to decide certain things about your business: 1.) who
you are and what you stand for and 2.) what product or service
you provide.

A name doesn't have to specify these things, just simply imply
them.  Here are some other characteristics that make a good name:

*It's easy to remember
*It's simple to pronounce and spell
*It stirs customer interest
*It distinguishes you from your competitors
*It conveys an understanding of what you do
*It sells itself with no explanation
*It attracts the kind of customers and clients you want

This is a lot to accomplish in a few simple words. To come up
with a name that does it's job, try generating a long list of
words that describe your business. Think of adjectives to
describe every aspect of what you do. This should spawn some
creative names that also get the point across.

Don't be afraid to test out potential names. Ask people who don't
know you are considering the name for your business, "What do you
think a business named __________ would do or sell?" If half the
people you ask think the name describes a flower shop instead of
a restaurant, keep working on it.

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