How well have you named your business? Is it a short title? Is
it memorable? Go through that exercise carefully because it ‘s
one of the most important business decisions you'll make. If you
want prospects in our time-crunched, overloaded society to
remember you, make your name short and to the point. Want proof?
One of the biggest and oldest advertising agencies in the U.S.
was J Walter Thompson; it is now JWT. Federal Express became Fed
Ex. The artist formerly known as Prince is just Prince again, I
think. Forget a name beginning with 'A" to be first in your
yellow pages or whatever other directory you like. Pull out the
trusty phone book and look at how many A-1's and AAA listings
there are. None are memorable. They all look the same. When you
consider a memorable name, think Google, Yahoo, Go Daddy, or
Kinko's. When you have that new name that is clever and sets you
apart, you wonder if it'll work. Test it. Query business
associates, friends, family and others with an opinion you
respect. If they are confused by your moniker or just don't
think it works, start over. Remember your business name is one
of the most important decisions you'll make.
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