What’s In A Name

Don’t get tripped up when it comes to naming your company, product or service

Many new ventures (and even the big companies trying to rebrand) run the risk of over complicating the process of naming or renaming

If a big company is renaming the best test to see if your new name is terrible is the Twitter test which has two parts

  1. Does your CEO have to explain what the name means, stands for or should make you feel?
  2. Is everyone taking the piss out of it and then your CEO right from the first tweet?

Whilst not fool proof this is a pretty good test for reading the metaphorical room (there will always be trolls and haters but you can see the quantity of responses quite easily there)

For small businesses the naming rules are pretty much the same – keep it simple, don’t have something people can’t spell / pronounce, make sure you don’t have to explain it all the time and know what your target customer thinks / feels when they hear it

The last point is important; it’s true you can shape how customers think and feel about your brand through marketing over the long term but you don’t want to start with an uphill battle

Sometimes simple promises in a name can still work even without anything else to back it up for instance what does “Prestige Building Contracts” evoke in your mind? It’s bound to be something different than “PBC” or even “Prestige Contracts”

All three could technically be the same business but the first ticks all the boxes as long as they can back up the claims made in the name. You wouldn’t want a business with that name to drive up to your house in a rickety old van that’s falling apart – the name and the offering would be in conflict

So if your naming or renaming keep things simple and understandable and focused on your target customer (not what you think is best!)

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