Your Name Says It All

Why your company name is critical to brand identity success

The name of your business plays a major role in its overall brand identity, so it's important to make a positive first impression. One way to do that is to consider the key questions customers may have the minute they look at your company name the first time, either online or off. Here are some suggestions to get those questions answered:

1. What do you do? Don't overlook the importance of clarity. What do you offer? Because your company name won't always be presented in context, your customers may not immediately know what you do. Names like "Donnel Brothers" or "Baltimore's Best," for example, don't provide any indication of what the business does by the name alone. While these types of names are fine, and common, it would be a good idea to add a tag line immediately below the name to provide direction as to what you do. Donnel Brothers: Purveyors of Fine Foods, for example.
2. Who are you? If possible, your company name should strongly reflect your brand identity. Legal, medical, and accounting firms will often integrate the names of their practicing partners into their company name to provide a sense of trust and recognition of expertise. Other businesses use more descriptive names. For example, "The Pretzel Man" has a more personal, inviting sound for a pretzel shop than "The Finest Pretzels."
3. How are you different from the competition? Word choice is very important when it comes to choosing a name: each word in your name conveys a lot about your company's image. If your name lends itself to this strategy, use this opportunity to tell your customers why you are different. Stress qualities that will be important to your specific target audience. For example, a coffee shop might consider whether its customers are more interested in "savings" or "quality." For a grab-and-go style café, "Speedy Coffee Co." may draw more customers than "Luxury Coffee, Inc."
4. Do I want to know more? Inviting and approachable names with a benefit stated in the name — Inspirational Handicrafts, for example — can really support your efforts to attract new customers.