The Company Naming Game!


Company names, and brand names, need to reflect the organization’s character, mission, and direction. The example above shows how bad naming can effect a company’s audience. Would you book a seat on an airline with a name like “Fireball” – and with a logo that depicts a fiery meteor speeding toward the ground? I think not!

In addition, many companies start out in one direction, and change direction as their mission, and products change: International Business Machines became IBM, General Electric became GE, and so forth. I’m sure that you can site many examples of this for large, mid-size, and small companies. It may be a little easier for large corporations to change direction, because they have both the expertise, and funding to get the word out to the general public – and to their target, and niche markets. But, companies usually do not start out as giant corporations. Most companies start out small – with big ideas. So, naming a new company might seem easy, but if one intends for the company to grow then there are a number of things that one should consider.

  • The name should explain (as best as possible) what the company does.
  • The name should be easy to pronounce, and spell – particularly today when so many searches are dependent on web-based search engines.
  • The name should not (except in rare cases) use a letter like “K” to replace a “Q”, or a “Ph” combination to replace an “F”: for example Kuality or Phirst.
  • The name should not be an obscure reference – that the majority of your market won’t understand.
  • Use a name that makes it is EASY for your target market to recognize.
  • Only use regional names (or references) if you intend to market only to, and within, that region.

Remember the more difficult the name – the more money, time, and effort it will cost you to get the attention of your target audience.

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About Nate Marks

We live and work in a world of visual images.
This entry was posted in Branding, Business, Design, Marketing and tagged , , , , , , , , , , , , . Bookmark the permalink.

One Response to The Company Naming Game!

  1. Mike Willett says:

    One of the first issues someone starting a business is almost always the name. Bad examples of the result of naming a business or company are on vivid display all the time, and ego certainly becomes a part of that issue.

    The article suggests that the name carry some sort of indication or information that will suggest what the company is all about. That takes time and effort, and research. Isn’t a new business worth the time and effort to provide that kind of direction?

    So, we get to the heart of business beginners. No research and effort in the very first step of coming up with the proper or good name. Then the issue becomes money very quickly. No budget for marketing and advertising. All investment tents to go toward bringing the product to market, but in all the wrong ways.

    Even though you think you have the perfect business, what research have you done to confirm that. It takes time and money to do so, but the results could very well depend on the simple things, before ever opening the doors to that new business. Take that time, make that effort, budget properly for the things that count and are a part of the natural path toward success, and you will arrive at the point of success and be happy with the results you achieved.

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