When it comes to naming your business, it is critical that your name choice is the most effective and enticing that it can be. It must grab the attention of your connections online and in person so make it great.
The name that you ultimately choose for your business should not only have a positive impact in the short term but needs to be a name that endures throughout time. The name needs to represent who and what your business stands for and considering that you only have one shot at it, you need to make the name as fitting as you possibly can. As a new business owner, you undoubtedly have several important issues on your mind, such as money, staff, inventory, etc. If you don’t feel immediately inspired regarding your business’s name, it will come to you from one source or another. As you are setting up and organizing all of the elements that will make your business succeed, you may feel that you have time until you have to actually settle on a name that will be with you forever. However, there is more urgency to get the name in place than you think.
There are several different ways in which you can choose your business’s name. Of course, you need to make certain that you have put a great deal of thought into your business’s name and make sure that you adhere to the following so that everything goes smoothly.
The simplest name is not always the best name
When you are thinking of a name for your business, you may be tempted to adopt the philosophy that your clients (present or future clients) won’t have a clue about what your business is about if your business’s name isn’t either descriptive or literal. You need to give them more credit for intelligence than that. If you choose the easy way when it comes to the name, you won’t be giving any insight about the company and what makes it unique. Your business’s name should be interesting and inspiring to others. If your business’s name is effective, your returning clients will never forget the name and they will also be able to communicate the name to other people whom they know easily.
Using a product or service name is not a good choice
If you use a product or service in your business’s name, you are running the risk of the product or service having a shorter lifespan than your business has and that wouldn’t work. It also gives the perception that the only thing that your business has to offer is that particular product or service and that is most likely not that case at all. Obviously, you have hopes that your business will be around for a very long time and the last thing that you need to do is create a name that cuts that lifespan short. Obviously, you can’t change the name of your business every time you introduce a new product or service. You should consider naming your business after a positive attribute that is a associated with your business.
Don’t be limited by geography
Another thing that you should not include in your business’s name is a geographic location. What if you expand your business reach eventually or move to a totally different location far away from the original location. The name will not make sense in that case. It is important to think about that upfront. It is difficult to enough to successfully run a business. The last thing that you need to do is to shoot yourself in the foot by not thinking everything through from the start.
Don’t use acronyms in your name
It doesn’t make sense to use an acronym in your business’s name if it won’t be totally familiar to everyone (which will generally not be the case). The chances are great if you do use an acronym that you will have to keep explaining it over and over again. You need to use a name that is easy, clear, and clever.
You may feel that choosing the name of your business is no big deal; however, it is a huge deal in reality. In fact, the name of your business may be the most important element of all when it comes to how your clients view you. Make sure that you choose the name wisely and that it grabs the attention of your readers in a giant way. The name should express expertise, value and the unique qualities that only your business possesses. Of course, your name should also be solid and it should tell your story.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).
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