What’s in a Name…That Which We Call Our Company?

When it comes to branding for a company, there are multiple steps that are thought out and well planned with regards to establishing yourself in the business world. Out of all the steps that it takes to build a strategy and successful brand, the number one defining aspect is what the heck you are going to call this brilliant idea of yours.

The name that your company takes and becomes is a defining moment for you as it will be used to embody what your company is about and differentiate from other companies of the same caliber.

The Do’s and Don’t of Naming:

  • Don’t feel obligated to get a group consensus on a name—it isn’t necessary to feel as though you need to include everyone in the naming process. Instead, choose key decision makers who have the company’s best interest and future as part of their future.
  • Build your brand based on what you stand for. If you are lucky enough to be re-branding you are getting a second opportunity to be bigger, better, and more recognized.
  • Don’t be afraid to change your name if you outgrow your market or if your name isn’t living up to its standards. Being willing and able to recognize something that isn’t working is a crucial part of business. You will come across it often–take command over the simpler things.
  • Consider the overall picture. Mark Trigg, COO of Hightail suggests naming your company like you would name a child; suggest, feel it out, call it by said name and see if it is right. “When you’re at the stage of presenting options to the other decision makers, don’t just show naked words.  Put the name in context. Design a logo…mock it up on a web page or business letterhead. Seeing the name in action makes it easier to envision.”

The end result is going to most likely be mixed. Some will love it, others will hate it, but remember to stand by your decision and your reasoning. You don’t have to prove yourself to everyone, but you do have to prove why this is the right move for your company and for your brand. As Shakespeare famously wrote for his character Juliet, “What’s in a name? That which we call a rose.”, your name is going to define, serve, and command your client’s attention—use that power to captivate your audience and shine in your field and beyond.




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