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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