| I am often asked as a marketing and public relations | | | | things so beware. |
| expert to help new companies name their business. | | | | You might think it's a good idea to include the city or |
| Some marketing firms charge tens of thousands of | | | | state where you do business in your name. Think |
| dollars for the privilege. In the real world of small | | | | again. This strategy makes sense only for businesses |
| business it's really not that difficult or costly if you just | | | | that don't plan to grow outside their geographic area or |
| follow some easy to understand concepts. | | | | the city or state name lends cache like New York |
| A business name will effect consumer decisions about | | | | Carpet World or California Pizza. In today's world you |
| doing business with your company, so invest time and | | | | must understand that your business will have a |
| effort in the decision. A good name requires more than | | | | physical location in a geographic community identified |
| a trendy label that sounds cute on a business card. | | | | and located by an address, i.e. 345 S. Main Street. And |
| There are laws, marketing principles, public relations | | | | your business also will have a virtual location on the |
| guidelines, and social psychology that come into play | | | | Internet identified and located by a domain name, i.e. |
| when selecting your business name. For specific steps | | | | "your name.com" So when you think of what makes a |
| to take in making your name legal check out the web | | | | good business name think also of what makes a good |
| site of the Small Business Administration (SBA). | | | | domain name. They go hand in hand. |
| For success in naming your business pay close | | | | For businesses that operate on the Internet, business |
| attention to these ideas based on marketing and public | | | | names are synonymous with domain names. A key |
| relations:o Name the business after what you do.o | | | | strategy here is to remember that a strong domain |
| Start with letters high in the alphabet - A, B, or C.o | | | | name and business name is one that will pop up when |
| Check to see if the domain of the name is available to | | | | searches are conducted on Google and Yahoo! when |
| register.o What do your potential customers say about | | | | keywords are actually in the domain name. |
| the name? | | | | Check out domain names and random names at: This |
| If busy executives are your customers make sure | | | | is an indispensable way to get 50 to 500 URLs using |
| they understand the name. If you have to explain then | | | | key words. For example, do you want a domain name |
| you've lost the point. | | | | that includes the word "iPod?" Type it in and it'll |
| Marketers know what makes people tick and why | | | | generate dozens of suggestions with themes from |
| people engage in certain behavior. If you can predict | | | | Music to Medicine and tell you if the domain is available. |
| how the average person will perceive a name, you will | | | | If you are still scratching your head over the best |
| know if that name will generate interest. Marketing | | | | name for your business, consult a marketing expert |
| insight is crucial to understanding why consumers | | | | and consider these helpful tips. Make sure your |
| respond to your business name the way they do. | | | | business name is:o Uniqueo Logo-friendlyo |
| Your business name will grab the attention of your | | | | Print-friendlyo Easy to pronounceo Easy to |
| customers if it:o Is short, concise and easy to spello | | | | understando Meaningfulo Expands as you expand |
| Can easily be remembered if heard on the radio while | | | | Ask yourself these questions: How will it look on |
| drivingo Can easily be abbreviatedo Identifies only you | | | | stationery, business cards, signs? Does it require |
| and not your competitorso Is relevant to your | | | | someone spell it out B- Bravo, C- Charlie, R- Romeo or |
| communityo Meets legal requirements of your stateo | | | | can it be easily understood? Having a good name is a |
| Has the potential to be a trademarko Is catchy and | | | | powerful marketing force. Your business name makes |
| trendy but not so trendy that it will sound old in a few | | | | an emotional connection with your customers, |
| years | | | | differentiates you from your competitors, and helps |
| Don't overlook my tip above to select a name that can | | | | build a strong brand name that is easily recognized and |
| easily be abbreviated. What do you identify with most | | | | can be trusted. So don't rush through this step. Having |
| - IBM or International Business Machines? ABC-TV or | | | | a good name is as important as seed money and |
| American Broadcasting Corporation? PBS or Public | | | | capital funding. |
| Broadcasting System? You get the idea. Other initialed | | | | The important thing is to be as thorough as possible |
| businesses with strong branding are AOL, KFC, CNN, | | | | when selecting a name so you never have to rename |
| 3M and NRA. Initials work because they are simple, | | | | your business because someone else has a |
| easy to remember, and loved by graphic artists. | | | | trademark on it. Make sure the person you're talking to |
| Remember all of these names have had millions of | | | | is who your customer really is, not who you wish it |
| dollars of advertising driving it into our heads so that's | | | | was. And know what language they speak. And, finally, |
| the reason we know what they mean, not because | | | | don't be afraid to seek the help of an marketing expert |
| some genius figured out three particular letters | | | | or publicist. The process and final decision is too |
| together make a great name. | | | | important to do it alone. Expert help produces |
| The advantage, of course, of starting your business | | | | professional and lasting results. |
| name with an A, B or C is that you will appear near | | | | In light of everything I've said here, you might well ask |
| the top in online listings, the Yellow Pages or in other | | | | me why my marketing firm is named Westwind |
| alphabetical listings such as the Chamber of | | | | Communications. Unfortunately when I began this |
| Commerce Directory. If you want to get to the very | | | | company in 1981 I was not thinking about these things. If |
| top then numbers or symbols will do the same; for | | | | I could do it again, I would definitely come up with |
| example, 3com and 3M. But symbols such as the @ | | | | another name. The biggest reason is the letter "W" is |
| sign could cause difficulties and actually complicate | | | | usually at the bottom of all lists... |