Selecting a brand name for your new commercial enterprise is no longer easy. A name does greater than become aware of your company. It tells customers who you are, what you do, and more than a little about how you do it. Your identity differentiates you from your peers, peaks purchaser interest, and invites in addition investigation — if you do it right.
I didn’t do it right. At least, now not at first.
All entrepreneurs make mistakes, and I made one of my first ones proper off the bat. Thrilled with the fledgling commercial enterprise I was once starting, this treasured organization so near and expensive to my heart, I christened my corporation Diadem Communications. Diadem ability crown a fitting identify for what I felt was once a
What does Diadem say to you? Does it evoke thoughts of me coming into your company, coaching your sales crew to be the great sales space workforce ever, ensuring that each and every single trade exhibit you attend turns out to be amazingly successful? Does it make me sound so correct that you just can not wait to appoint me?
No. It doesn’t say that to me either. And even worse, it didn’t say that to any of my practicable customers. Going by means of the brand name alone, no one would be able to determine the least bit of records about me, my company, or the services we offer. The name said nothing, and it did nothing for me.
The title had to go. More importantly, it had to be changed by something effective. How do you come up with a fantastic name? Consider these six elements:
An Effective Name:
1. Tells Who You Are:
Your title ought to replicate your identity. This is an integral thing of branding. You’ll be promoting this name, getting it in the front of as many eyes as possible as frequently as possible. How do you favor the public to assume of you?
For some, that capacity integrating your private name into the identity of your business. This is very frequent in some professions: legal, medical, and accounting jump to mind.
Others decide on an extra descriptive name. One profitable small baker runs her enterprise beneath the identify “The Cookie Lady” because it’s how her first customers recognized her. It’s dubious that most of the customers even understand her first name It’s Pat but all people in her market knows “The Cookie Lady”.
2. Tells What You Do:
It’s super how many organization names supply little if any indication of what type of work the agency without a doubt does. Take the following examples:
Smith and Sons
Can you tell me what any of these companies do? Of course, you can’t. They’re relying on customers already knowing who they are an intricate proposition for new businesses! Or by having their title observed in ‘context’, such as yellow pages or online commercial enterprise directory.
3. Tells How You Do It:
Words are very powerful. By carefully selecting what phrases you use in your name, you can deliver an extraordinary deal about your company’s image. Consider the names of three specific massage and bodywork centers:
Champlain Valley Therapeutic Massage
Clouds Above Massage
All three agencies are providing the same service: rubdown therapy. Yet the first appears to want an extra-scientific approach, the second, a dreamy, luxurious approach, and the 1/3 focuses on quick service.
4. Differentiates You From Your Peers:
Your enterprise identify is the first opportunity to tell customers how you vary from the competition. This can be accomplished via emphasizing what makes you unique, pinpointing what issue of your products and services cannot be discovered somewhere else — or that you do better than everyone else.
Consider the massage remedy example we appeared at in number three. Each organization honestly has a different focal point and method to their patron base. They’re attracting unique types of clients, who are looking for essentially exceptional approaches. All of which is conveyed in many less than five words.
5. Peaks Customer Interest:
Creating purchaser hobby is an art and a science. Think cautiously about your goal audience. What are characteristics of your services of the biggest import to your customers? What variety of phrases is in all likelihood to enchantment to them?
Emphasize the vital qualities in your name. For example, busy house owners are drawn to the inherent promise of speed provided with the aid of “Bob’s Instant Plumbing” while a reader in search of an exact thriller will gravitate toward “Crime Pays Books”.
Word choice is also important. Two yarn shops can each specialize in strong point fibers, but the one who labels themselves “All Hemp All the Time” will draw in a decidedly exceptional crowd than the one named “Natural Beauty: Organic Yarns”.
6. Invites Further Investigation:
Customers are funny creatures. What one group finds to be humorous and attractive turns every other group off. You desire your identity to be inviting and approachable — as these traits are perceived via your goal audience.
The quality example of this may additionally be seen in the man or womaninvestor segment of the economic offerings industry. Charles Schwab has spent years cultivating a classic, formal photo — however now that the customer base is changing from ‘old people with money’ to ‘everyone with a 401K’, Charles Schwab has launched the “Talk to Chuck” campaign in an effort to be greater approachable.
Make positive your title would not intimidate clients away! Some industries are more formal than others, but undertake pretension at your peril.
After following a sequence of simple step-by-step guidelines to in shape my corporate identity with my service offering, I got here up with the quintessential name: The Trade Show Coach. This identify instantly tells clients what I do – assist agencies with change shows – and a little of the manner in which I do it – coach, as a substitute than dictate, direct, guide, or organize.
See the difference? So did the buying public, some of who shortly became my satisfied customers. The same component can take place for you if you pick the right name.
For more deep information about branding search for:
Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”.