Mazel tov! It’s a...business! But what should you call it?
That’s the big question.
Choosing the right name is an agonizing decision for most business owners. And it makes sense to put a lot of thought into it. After all, it’s a decision that will have impact for many years to come. At HighSky, we pay close attention to this part of the branding process, taking care to craft names that speak for themselves.
So, how to pick a name that pops?
Don’t choose something that’s hard to spell or pronounce. Perhaps you want a name that’s meaningful only to you, or some sort of abbreviation. This can be a mistake. For example, combining all your children’s names into something like
might seem original, but...yeah.
Same goes for complicated foreign words, and puns too clever to be understood. Make it easy for people to spell your name when they hear it, and pronounce it when they see it.
Make it easy for people to
spell your name when they hear it,
and pronounce it when they see it.
If you want to use an alternate spelling of a word, don’t change more than one letter. People will have a hard time remembering the spelling otherwise. Consider:
Toys R Us vs.
Tois R Us
or even (yikes!)...
Toiz R Us
Not happening, right?
Avoid the ubiquitous three-initial name. We are surrounded by three-initial names. They stare, blank and zombie-like, from every corner. They drown us in an alphabet soup of gray, monotonous, completely personality-free names.
ABC Supply. INL Insurance. BRB Phone Systems. LOL Clowns.
Okay, I am making these up (and that last one wasn’t half bad.) But the point is that they say nothing about the company’s personality. And achieving brand recognition will take a lot longer than with a more unique, expressive name.
More name dropping
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