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Tips for naming your business

Is there a science to creating a great business name? Wordlab’s Business Name Generator randomly combines words into more than seven million possible outcomes, but then you may end up with a business called Frizzle or Green Meatspace Works. I suppose PigHappy could be ideal depending on your business model, but considering that a business name should usually describe what you actually do, the name generator probably isn’t your best approach.

There are methods to creating a great business name. A certain amount of creativity is also needed to arrive at something truly memorable. It’s good to sit down and capture every idea, because you never know what you may be able to build from or what will inspire you. You can look through books and go online for ideas. But keep in mind your brand and the person that is buying your product or service. What type of image do you want to project? Are you trying to convey trust, adventure, comfort, experience, convenience or other qualities? What will resonate most with your customers? Keeping that in mind, here are some good guidelines to follow when creating a name that will stick. While you’re name likely won’t reflect all of these criteria, I find these are useful to stay true to brand.

1) It’s easy to remember, easy to spell and easy to pronounce. Crate & Barrel and Target are much more memorable and easier to spell on a Google search than Ligne Roset Boutique.

2) It doesn’t require an explanation of its meaning. The pharmaceutical companies may prefer vagueness, but names like Syrgis and Sirtris could also be the latest Toyota car model. Sometimes if you get too clever, people just don’t get it and give up.

3) It describes your business. Lush could be a cosmetics boutique or a wine bar. Would you know that AimClear was an SEO Internet marketing firm? Your name will appear on signage, online and in advertising, so it’s a good idea to use that valuable space to remind people what it is that you sell.

4) It describes the benefit. What does the consumer get out of this relationship? Comfort Inn.  Bliss MedSpa. Or my all-time favorite, ToyJoy.

5) It describes your unique difference in the marketplace. What is the spark that will be noticed by your customers? Look at your competition and determine your top three strengths that set you apart. Perhaps it’s service, cost, prestige, trust, skill, quality or a unique experience. Can you translate these into your name? Meridian Plastic Surgery Center conveys reaching one’s pinnacle in health and vigor, an excellent quality when looking for a surgeon.

6) It isn’t limited it by geography. Think big! If your business expands, you won’t want a name that limits you to a certain area or that implies you only serve a certain region. Also, if you’re planning to expand in a multilingual area, make sure your name translates well into other languages and doesn’t have any negative connotations.

When Spell Check Doesn’t Help

I couldn’t count how many times I’ve written the word there, when I’ve meant their or they’re. That one is pretty obvious. The New York Times has a good column out this week that includes entries for their “sound-alike confusion” file. The After Deadline column is always worth a visit for reminders on grammar, usage and style. The Times’ writers and editors meet up with their readers over correct form and usage from the week’s articles. We can all learn from our mistakes, and getting a peek (or is that peak?) into the newsroom to learn from others is an added bonus.

Leaning on a good metaphor

I have not been doing much with my blog over the past few weeks. My father passed away on Good Friday after a 7-month battle with cancer. Toward the end of his life, I chose to spend any spare time with him and my mother. I still found comfort in words, though. I continued to journal, from some pretty strange dreams to odd thoughts here and there. I also read some of my favorite authors to help me make sense of this piece of life, including Anne Lamott, Garrison Keillor, T.S. Eliot and others. In my opinion, there is nothing like a good metaphor to help one make sense out of life. If it comes from a slightly bent perspective with a sparkle of humor, even better.

One of my favorite metaphors comes from a poem by Ted Kooser, a past U.S. poet laureate. I first heard a reading from his book “Local Wonders” at the memorial service of one of my close friends, Lori Daves Edel. Kooser writes:

“Life is a long walk forward through the crowded cars of a passenger train, the bright world racing past beyond the windows, people on either side of the aisle, strangers whose stories we never learn, dear friends whose names we long remember and passing acquaintances whose names and faces we take in like a breath and soon breathe away. There’s a windy, perilous passage between each car and the next, and we steady ourselves and push across the iron couplers clenched beneath our feet. Because we are fearful and unsteady crossing through wind and noise, we more keenly feel the train rock under our legs, feel the steel rails give just a little under the weight, as if the rails were tightly stretched wire and there were nothing but air beneath them.

So many cars, so many passages. For you, there may be the dangerous passage of puberty, the wind hot and wild in your hair, followed by marriage, during which for a while you walk lightly under an infinite blue sky, then the rushing warm air of the birth of your first child. And then so soon, it seems, a door slams shut behind you, and you find yourself out in the cold where you learn that the first of your parents has died.

But the next car is warm and bright, and you take a deep breath and unbutton your coat and wipe your glasses. People on either side, so generous with their friendship, turn up their faces to you, and you warm your hands in theirs. Some of them stand and grip your shoulders in their strong fingers, and you gladly accept their embraces, though you may not know them well. How young you feel in their arms.

And so it goes, car after car, passage to passage. As you make your way forward, the roadbed seems to grow more irregular under the wheels as you walk along. ‘Poor workmanship,’ you think, and to steady yourself, you put your hands on people’s shoulders. So much of the world, colorful as flying leaves, clatters past beyond the windows while you try to be attentive to those you move among, maybe stopping to help someone up from their seat, maybe pausing to tell a stranger about something you saw in one of the cars through which you passed. Was it just yesterday or the day before? Could it have been a week ago, a month ago, perhaps a year?

The locomotive is up ahead somewhere, and you hope to have a minute’s talk with the engineer, just a minute to ask a few questions of him. You’re pretty sure he’ll be wearing a striped cap and have his red bandana around his neck, badges of his authority, and he’ll have his elbow crooked on the sill of the open window. How impassively he will be gazing at the passing world, as if he’s seen it all before. He knows just where the tracks will take us as they narrow and narrow and narrow ahead to the point where they seem to join.

But there are still so many cars ahead, and the next and the next and the next clatter to clatter to clatter. And we close the door against the wind and find a new year, a club car brightly lit, fresh flowers in vases on the tables, green meadows beyond the windows and lots of people who together — stranger, acquaintance and friend — turn toward you and, smiling broadly, lift their glasses.”

Reprinted from Local Wonders: Seasons in the Bohemian Alps, University of Nebraska Press, 2003.

What’s in it for me?

Given the choice, would you rather buy a new air conditioning unit with a high SEER rating or one that saved you 15-25% on your utility bills each month? Actually you don’t have to choose. You’ll get both with the higher SEER rating, but you’re probably more likely to opt for this model if you know it will save you money each month.

While some consumers are willing to pay a premium for green products because they place a priority on good health or leaving a small ecological footprint, the majority of green buyers are still motivated mainly by saving money. Green spending is on the rise and is quickly becoming mainstream, despite the economy. According to the Shelton Group’s Eco Pulse 2009 Report, 60% of American consumers  say they are seeking out green products. But they are also confused about what is green. And who can blame them, when everywhere you turn you see the words “organic,” “eco-friendly” and “energy efficient” slapped onto products from fluorescents to fluoride.

That’s just the start. Your all-natural, custom koozies are also competing with “recyclable,” “renewable” and “locally grown” alternatives. But while people may realize that it’s important to reduce their energy consumption and be kinder to the environment, this isn’t the driving force behind most green purchasing decisions. It still usually comes down to what’s in it for me. And that is cost and personal health.

This is evident, too, in types of green purchases. According to the Eco Pulse Report, the #1 product category that people are searching for in greener products is home cleaning at 75%. This is followed by food & beverage at 65%, personal care at 55%, appliances at 47%, home improvement at 46% and automobiles at 32%. Knowing that mainstream consumers are interested in saving money, creating a healthier lifestyle and value convenience over the environment, it would be wise to market these products not simply as “eco-friendly” but as economical and healthy. These are the benefits that answer the question…’What’s in it for me?’ Of course, if you’re targeting the more engaged, green-minded individuals it’s worth addressing the additional environmental benefits that will appeal to them as well. But know your market, and know the benefits that will drive them to you. It’s all about them.

Creating Real Value for Consumers

Standing in front of the continuous rows of peanut butter in the grocery story last week, I compared cost and quality for the best value. Much thought goes into that purchasing decision, but my idea of value most likely means something completely different to the person on aisle 10. Obviously, I want to spend as little as possible, but I also know that you get what you pay for and I’m willing to pay a bit extra for organic, nutty goodness that I consider healthier than the sugary, preservative-infused brands.

We all seem to be more value-conscious these days. But as advertisers we can’t just stick the word “value” onto our products and promotions. We need to define what that value actually is for the consumer. Is it more bubbles for the same price? Quality workmanship that you can rely on for years of stability? More time to be able to spend doing what you love? Knowing the true benefits of your product requires knowing your consumers and what they deem as value. For some it may be price, but others may make purchasing decisions based on convenience, comfort, prestige, compassion or simply brand recognition and the consistent expectation it brings with it. No matter how cheap the Jiffy brand becomes, it will never be the best value in my eyes because of the additives it contains. But then, I’m not their market. The brand I choose can charge more and still deliver a great value if the quality is high.  A healthier snack — now with more nuts! That’s great value.

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