Branding & Naming Expert President of Tungsten Branding
(Excerpts) Phil Davis, president and owner of Tungsten Branding, a company-naming consultancy, agrees, saying, “Next to start-up capital, a great brand name is one of the most valuable assets a start-up franchise can possess.” So what are the elements that make up a winning franchise name? “Great brand names are typically memorable, engaging, and easy to both say and spell,” says Davis. “They also tend to be evocative versus descriptive.”
The right name will also give your franchise room to grow. “Think of your fledgling franchise as a new plant,” says Davis. “A one-gallon container might be big enough for its needs now, but what about in five years? Many franchisors find they become ‘root bound’ in just a few short years as products, services, and the economy changes.”
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