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

---

Eye On The Pie: Branding From an Investors P.O.V.

When building a business as a brand it's important to... Read More

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

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

Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

The seventh in a continuing series of twice-yearly surveys by... Read More

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Brand Extension; Going from Consumer to Commercial

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

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

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

The Top 10 Strategies for the Positioning of Success

Many businesses of today are often driven to compete striclty... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More

What is an Artists Statement & How Often Should It Be Updated?

An artist's statement is a statement of ideas and thoughts... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

Corporate Identity - A Rough Guide

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

The Trust Issue In Marketing

One of the prime motivating factors in the purchase decision... Read More

Blonds Have More Fun!

In the book, The Blond Knight of Germany, American authors... Read More

The Importance of Branding - Can It Really Make a Difference?

As consumers, we don't really think about the importance of... Read More

Value Proposition Writing - Brand Identity Guru

Your Value Proposition, or as I usually call it, your... Read More

Co-Branding in Automotive Service Businesses

In a world of co-branding, point of destination strategies and... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

Putting You and Your Company in Position to Own Your Market

Americans have always liked their coffee hot. But then Starbucks... Read More

Branding Advertising Agency

Branding used to be a fancy business word, but it... Read More

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Effective Branding...Whats in a Name!

Ask any marketing executive and they will tell you that... Read More

Setting the Right Price

One of the ways people get to know you is... Read More

Is It Legal? - Indecent Naming With Tradition

When Mitsubishi launched a new car with the name "Pajero"... 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

The Big-Pay Off -- Brand Value

Many CEOs and marketing directors find their time wasted evaluating... Read More

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If... Read More

How to Work with Your Graphic Designer

As a graphic designer, I can tell you something right... Read More

Branding Mistakes - Brand Identity Guru

1. It "sells itself." I don't need to market.Okay, you... Read More

How Do You Define a Good Logo Design?

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

Play it Again Sam

The marketing director for one of my longtime clients used... Read More