What's in a name? When deciding what to call your company, the answer is
plenty. A business name can be
too broad--or too confining. It can be too quirky--or not memorable enough. The
challenge is to pick a name that's catchy, but also fits well with your
particular type of business.
Here are 10 questions to ask as you ponder various names, keeping in mind
that the choice could make all the difference in establishing your company in
the marketplace.
What do I want a name to accomplish for my company?
A
name can help separate you from competitors and reinforce your company's image,
says Steve Manning, founder of Sausalito, Calif.-based Igor, a naming agency. He
suggests clearly defining your brand positioning before choosing a name, as
Apple did to differentiate itself from corporate sounding names like IBM and
NEC. "They were looking for a name that supported a brand positioning strategy
that was to be perceived as simple, warm, human, approachable and different,"
Manning says.
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