Wednesday, October 11, 2006

Coming Up With An Effective Name?

How do you come up with an effective name? Consider these six elements:
An Effective Name:
1. Tells Who You Are: Your name should reflect your identity. This is an essential aspect of branding. You’ll be promoting this name, getting it in front of as many eyes as possible as often as possible. How do you want the public to think of you?
2. Tells What You Do: It’s incredible how many company names give little, if any indication of what type of work the organization actually does.
3. Tells How You Do It: Words are very powerful. By carefully selecting what words you use in your name, you can convey a great deal about your company’s image. Consider the names of three different massage and bodywork centers: Champlain Valley Therapeutic Massage; Clouds Above Massage; Speedy Spa.
All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach. The second, a dreamy, luxury approach and the third focuses on fast service.
4. Differentiates You From Your Peers: Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services can’t be found anywhere else—or that you do better than anyone else.
5. Peaks Customer Interest: Creating customer interest is an art and a science. Think carefully about your target audience. What qualities of your services are of the greatest importance to your customers? What kind of words are likely to appeal to them?
6. Invites Further Investigation: Customers are funny creatures. What one group determines to be funny and engaging turns another group off. You want your name to be inviting and approachable—as those qualities are perceived by your target audience.
Source: Susan A. Friedmann ( is author of “Meeting & Event Planning for Dummies,” and works with companies to improve their meeting and event success through coaching, consulting and training.