Business Names Can Bring Good Fortune
by Marcia Yudkin
Published on this site: August 19th, 2005 - See
more articles from this month
Judging only from the name, which company comes across as
more crisply efficient, Order Out of Chaos or Ockahochee Organizers,
Inc.?
Which business seems more innovative, Kabloom or Finest Flowers?
Which consulting firm seems more dependable, RP&G
Consulting Partners or Skyhunters Consulting?
A company name can influence perceptions - attracting or repelling
not only customers but also media people and joint venture
partners.
It does so through these and other factors:
- the style of the name
- how the name comes across to the ear
- the length of the name
- the personality it conveys
- any explicit or implicit message the words convey
- echoes of famous names and expressions
- associations of component words or syllables
- associations with a specific era, culture or locale
- its vagueness or specificity
A great name also must steer clear of unsavory reminders
or implications. Adolf's Auction House would raise eyebrows
in Europe or the U.S. And while Fishkill is a respectable
town in New York State, the name Fishkill Florists suggests
a regrettable juxtaposition.
Name wisely!
Marcia Yudkin is the author of 6 Steps to Free Publicity
and ten other books hailed for outstanding creativity. Find
out more about her new discount naming company, Named At Last,
which brainstorms company names, new product names, tag lines
and more for entrepreneurs on a budget, at http://www.NamedAtLast.com
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