What is in a Name?


The most simple and effective element to any company’s brand is its name.  Forget logos, messages, straplines and other elements, you must first establish a name that is relevant.

This begs the questions – is you name right for you?


In his book, What Clients Love (recommended to Soaring Worldwide by John Basinger of Business Fit Club)  Harry Beckworth discussed several rules when considering a company name.  You will have to buy what is in my opinion a truly great book yourself.  But in the meantime… here are a couple of my favourites:

•    Is it memorable •    Does it express or imply an important message •    Can it be pronounced easily? •    Will most people have to ask how to spell it? •    Is it short (eleven letters and four syllables maximum)? •    Is it interesting? – does it have story value? •    Can your employees say the name proudly? •    Does it set the right tone? •    Does it make some people uneasy (the answer yes is preferable)? •    Is it rich with meaning (does it have more than one message)?

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