The Aim of the Name

Large corporations spend lavish amounts seeking names for their products that grab a consumer, or convey positive feelings. Book authors do the same. As do magazine writers.

So, say you are planning something that needs a name: your new company, a speech, an article, your website, your email address.

STOP! Stop, and think.

Don't go with the first thing that hits you. Think about the aim of this endeavor. What are you trying to convey to those who will see or hear it?

Joe Black, for example, has been selling life insurance for years, is now planning to incorporate, and needs a name for his new company. He likes the ring of Consolidated Advisors & Financial Associates Inc.---CAFAI for short.

Whoa, Joe!

What's the aim of the name? Is it to impress people with a long, unwieldy, impersonal, remote-sounding phrase? Or is it to convey the same reliable, personal service that Joe Black is already known for?

The answer is obvious, Joe. Incorporate under your own name. Joe Black, Inc. has the benefits of continuity, credibility, recognition, reliability, and stability---none of which attach to CAFAI.

A speech is different. Speeches, and articles, need names that grab people. Unless you're a famous person, or talking about a famous person, enterprise, or event, you need some other way to attract their attention.

And all you've got to work with is the title. So look over what you've written, and write down all the different titles you can think of for your work.

As you look at each of them over, ask yourself if you'd go to a talk with that title. If not, cross it out. Now try to shorten the ones that are left. The fewer words the better.

Do any of them have a bit of mystery, or wit, or maybe an interesting play on words?

Need some stimulus? Go to the library. Fiction. Mysteries. Look over the titles. Which ones stir you to pull them out, and scan a few pages? Why?

Can you see anything in their titles that you might use in your speech or article title?

A speech or article is a transitory thing, so needn't take too much of your time. But you'll be stuck with the name of your company for quite a while, so devote much more time to getting it right.

Your website, and email address are in between. Not as temporary as a speech or article, but probably not as long- lived as your corporation.

The aim of these names is to reinforce your company's image, and remind people of your business identity.

So Joe Black's web site could be named joeblack.com, or, if he wanted something wittier, BlackInk.com, and his email address could be joe@blackink.com.

Joe, like most of us, has other interests than his business. He's a birdwatcher, and is planning an online newsletter and website for others with this hobby who already know him.

A good name for his ezine could be Black Birds, and for his website www.blackbirds.com, then his e-address for it could be joe@blackbirds.com.

Sometimes you can't make such an apt connection. For example, when my ezine, which focuses on the marketing of financial services, was created it needed a name. I liked the acronym "TIP". But what could name I expand it into?

Here's a few that came to mind:

* The Insurance Practitioner * The Intelligent Planner * The Insightful Provider * The Interested Ponderer * The Insurance Professional * The Incorporated Practice, etc.

To say nothing of all the variations that can be rung by switching the adjectives around.

See what I finally decided on at: http://www.eTIP.ca/

-----------------------------------------------------------.

Copyrig ht 2005, Donald F. Pooley, Inc.

Don Pooley has shared his marketing know-how with audiences in major Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine, TIP. Subscribe at http://www.eTIP.ca/, or get free article downloads, and redistribution rights info at http://www.eTIP.ca/Downloads/Publish.html

---

What is Private Franchising? It is Nothing Someone Made It Up

The Federal Trade Commission has an obligation to the general... Read More

Quality and Service - Yeah, Right!

One of the critical drivers of business success is having... Read More

Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept... Read More

Brand Love, Part 2

Last issue, I talked about increasing your Brand Love-- meaning... Read More

New Uniforms Could be the Gold Charm for the Golden Arches

New designer uniforms could be the gold charm McDonald's needs... Read More

Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused

Yes, yes, we've heard it all before... loads of life... Read More

Importance of Business Branding

Branding is very important to a business, whether it is... Read More

Corporate Identity - A Rough Guide

A rough guide to corporate identityThe tabloids report the millions... Read More

Understand Brand

Branding has been defined, explained and examined extensively. There are... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

Trademark Your Business ? Lessons Learned

Small business owners learn many lessons the hard way -... Read More

Brand Identity Guru - Is Your Brand Vital?

The world is not waiting for you?or your product or... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

Power Your Word for Profit

Discovering and owning a powerful word that reflects you and... Read More

Branding: You are the Brand

What's in a brand name? Everything! Think of these brands:... Read More

Picking The Design Company Which Is Right For You

So you've decided to go for it-you're ready to choose... Read More

Your Business Logo and Color Scheme

My business logo and color scheme started one lovely spring... Read More

12 Ways to Reduce Postage

1. Never send a letter that weighs less than 30... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

Brand Name Identity in the Oil Business

I submit to you that Brand Name Identity in the... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

Brand Awareness - Brand Identity

About once a month a few of us at the... Read More

How Much Is A Great Business Logo Really Worth?

A great logo can help a business project a positive... Read More

Articles: The Perfect Branding Tool

If you own a web-based business, you're probably aware of... Read More

Does Your Message Pass the Test?

Develop an effective benefit message and you're well on your... Read More

Hawaiian Heirloom Jewelry

Back to the era of the Hawaiian monarchy, the origin... Read More

No Logo? Launching A Business Without a Logo Can Sabotage You

Initial lack of customers and cash flow often causes a... Read More

Build Brand Identity Through Product Branding

Building a product into a brand leader is not easy,... Read More

Corporate Logo Design ? 6 Keys to Success

A corporate logo design should be highly instrumental in building... Read More

Build Brand Value BIG Time

Ask your self this question, In which business are we... Read More

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth... Read More

Fast Forwarding Your Business

If you think only big corporate names need to think... Read More

The Art of Successful Branding

Branding: it's a term that carries great weight in the... Read More