As I made my way down the journey of having our first child, my husband and I spent hours and hours discussing (debating, arguing…) over what to name the new little boy that was about to enter our world.
the debate went on and on…
When we finally agreed on Jack – it put a smile on our faces. We knew it was going to be the right handle to take our munchkin from newborn cuteness to rockin’ old man that I’m sure he’ll be!
Back at the studio, we also have the opportunity to assist many entrepreneurs craft the perfect name and breathe life into their new business or venture.
And, just like naming our children, we take this task as no small undertaking! After all, your brand name is often the first interaction that your business has with your audience. It must peak interest, stick with them and reaffirm your brand promise (for starters)…all within a name!
Often times we have clients come to us and announce, “I haven’t done anything but, I have a name!”.
Eeek! How can you have a name without having determined your brand character, objective and promise?!? How is this random name going to be the brand spokesperson out there in the market, working hard to gain you recognition in the marketplace? (Can we say ‘square peg in a round hole?!’)
Don’t dismiss the power of a brand name too quickly before reading the following example:
On my travels, I’ve come across a business named “Almost Perfect Frozen Food”. Really? Almost perfect? Is that what you want me to feel as I drive by contemplating whether or not I should stop in? No thanks, I think I’ll pass!
And, as quickly as the car passes by, I’ve made a judgement on the brand! To be fair, I want to assume that they *must* have intended to communicate ‘as close to home cooking without cooking’. (My mind went to the food that you pop in the freezer with the hopes that you caught in before spoiling…the last ditch effort of extending its life just a wee bit longer…)
So, the big lesson here…please, don’t go about naming your business with a willy-nilly, gut feeling. Not because ‘it sounds nice’, or ‘its named after my pet’.
Do yourself a favour – be strategic and craft it to reflect the brand you want to present into the marketplace, one that will speak to your audience, stand the test of time and, leave them with an instant positive impression!
Almost perfect frozen lasagna, anyone!?