Name Power!

How To Let Your Company Name
Sell Your Product For You And
"Increase Your Profits"

by Esther Smith

Creative thinkers charge thousands of dollars to invent name identities for business owners. Those on a budget can do the same thing for themselves following a few easy guidelines.

Names of businesses play an important role in determining the "personality" of a company. The words contained in the business name should clearly define the services or products offered. Business names that have nothing to do with the underlying product or service often require extensive and expensive marketing efforts to become established. An excellent example is Amazon.

Locally, we have white trucks that run through the town with the name. "The Sodfather" --- what does that tell you about the company? Let's add "Lending Tree" and "Slenderella" --- these are perfect examples of putting your service or product into your business name without the need of extensive ads to make the business name "stick".

Most important; an imaginative, memorable business name often proves valuable in many ways. Start brainstorming with a list of keywords related to your business. This will be made up of verbs, nouns and adjectives. You may need to consult a thesaurus. Then try combining words on your list.

Your choices should carry a positive energetic frequency. The choices given for Lifesavers, Wrangler, Travelocity and Tide knew how to coordinate energetic frequency with a product's function and appeal. Because of the frequency of a name is an invisible energetic influence, choosing the best possible option is critical.

While many companies spend millions to develop a name, most high priced services ignore the energetic component. But in naming your business, it's not what you spend that gives you the edge, it's what you have learned about the invisible vibration of language. There is nothing energetic about Titanic or Edsel. They are names that are strongly discordant and unstable.

Legal problems can mean trouble if you choose the prefix "Mc" for any part of your business. M&M Marketing won't work either. And I know first hand that a fabric store running a sale had to remove the words "prices rolled back" in their window. Who knew Walmart has coined that phrase?

Rhymes and near-rhymes are often used for ease-of-recall; Vacation Station, Dinner in the Diner, and our most familiar one, Ronald McDonald. Even with the simplest product or the most technical service, an unforgettable name helps to make the company or product memorable.

As with rhymes, a repetition of consonants offer names that are pleasant and obviously effective with a singsong quality -- Coca-Cola, Captain Crunch, Dunkin' Donuts, and A Pane In The Glass.

The more comical, and oft times risky, names given to businesses over the years include: Gone Fishin' Marina and El Cheapo Gas. These hair solons; Curl Up & Dye, Oops! and Clip Joint. And this discount store takes the prize for bravery -- Cheaper Than Shit.

This article is meant to stimulate your imagination. There's a lot of room for personal and professional creativity when choosing a business name, and if you take the time, it doesn't have to cost you one penny either.

© 2003 Esther Smith

You can’t get back your hours but you can stop giving up more of them.  Start young, retire early.

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