Wednesday, December 31, 2008

What's in a name?

Choosing a name for your company can be one of the most important business decisions you'll make. Left to whim you could wake up one day and realize your company stands for nothing, or worse, stands for something you no longer do. It's important to take time with choosing a new name. Think about what it is your company does or will do, what you'd like it to mature in to, who your customers are and what will resonate with them. The more thought that's put in to the selection, the better the name will be.

In the A/E/C world many choose to go with the name(s) of the firms' founders and/or principals, it personifies the company and allows clients to put a face with the name, that is until the founder retires, moves on, etc. and the name no longer reflects the evolving persona of the company...Other companies incorporate its activity into its name - Burger King (they make burgers), Finagle a Bagel (bagels), Whole Foods (food), etc. and still others are made up names that at one time made no sense, but in no time at all became synonymous with an action - Google.

Thinking up company and product names and developing the brand identities to support them and carry them can be one of the most rewarding marketing activities around. It's an activity filled with creativity, new beginnings and hope. And it's the perfect activity to start off a new year.

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