What’s in a name? Plenty. Differentiation for one, if you’re naming a company. But if you’re naming a dog, probably not a big issue except that your neighbors will hear you calling and will judge your creativity and imagination if you name it Dog or Spot and wonder about your political correctness if you name it Obama or Bush. But if you are naming a child it is a little more important. If you have a proud family heritage, you may string together several family names. Or if you don’t plan on being around to see your son grow up you may name your boy Sue. This guarantees that the boy will have to fight his way through childhood and adolescence to make sure everyone knows he is a boy, and could possibly build a lot of character or get him in prison. Branding is differentiation. Differentiation is design. Differentiation is the promise you make every time your product or service is delivered.
A cat owner once told me to be careful what you name a cat because it will become what you name it. I had a cat named Princess and I am here to attest to the validity of that observation.
But if you are naming a company it is a critical part of the branding process. And it is a tremendous opportunity that you usually only get once. At this point I am tempted to list off a few great names as examples but I saw a truck the other day with the name “Floors R Us.” Not that you would steal someone else’s name and try to make it fit your services but why temp you.
“Floors R Us” did themselves a horrible disservice. They let us know they are not above taking someone else’s property, they have no imagination, and they have nothing that differentiates them from their competition. They created no interest and they gave us no reason to do business with them.
Naming a company is an exercise that gives the owner a chance to do some soul searching and some real branding. The owner gets to explore everything that makes their company different and unique. They get to think about what they are offering their customers and how they will do it in a meaningful way. Take your time and do it right. Name your brand and brand your name.
Don’ts
• Don’t use generic names such as Quality, Best, Solutions and Service.
• Don’t steal someone else’s name Toys R Us, Fast Signs, or Kinko’s (however this may be available since FedEx has dropped it—just kidding, DON’T use Kinko’s even though it is a wonderful name. Kinko’s name came from the owner’s frizzy red hair. It was a service for college students. Name was unusual and appealing. It represented a different way of doing business. It differentiated the business from a ‘copy shop’.)
• Don’t confuse the consumer. Some names are too cute. Know your market. Test your name before you start buying signs. Have some one ask people (your prospects) for you because your friends will not want to hurt your feelings and will not always tell you the truth.
• Don’t think that everyone thinks the way you do. They don’t. Know your market. Ask a lot of questions and listen.
Domain Names
Depending on the product or service a domain name may be more important than a formal name. Or the domain name may become the name of the company or service. A good domain name can make the difference in success or failure.
Creativity sells.
People like creative, funny, interesting names. People don’t like the mundane and knockoffs. Invest your time in selecting the name that sets you apart. Make sure it works visually. The better it works visually the stronger it is.
Advertising and creativity pays.
Brand Image-Maker
About Ken Gasque
Ken Gasque is a brand image-maker, marketing planner and designer. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services to stand out in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing—his work reflects his belief that “We buy with our eyes.” Ken writes and lectures on brands, design, images and brand development.
Toys “R” Us Was A Great Name. While Your Name Is A Great Differentiator It Is Just Part Of The Experience. And Branding Is About The Experience.