When naming your business, keep these tips in mind to help you find one that will work now—and in the future. Naming your business is a lot like laying the cornerstone of a building. Once it’s in place, the entire foundation and structure are aligned to that original stone. If it’s off, even just a […]
They set the mood, tone, and personality of the organization. Typically the corporate name serves a more background, or supportive role than a consumer-facing service or product name. For example, Apple serves as the umbrella corporate name while Mac (Macintosh) and the “i” names have served as the leading product names. This type of corporate naming strategy allows future brand extensions and an overall brand “architecture.”
When it comes to finding the right company name, a lot depends on the industry sector and competitive landscape. For financial services companies, where credibility is a big concern, there is a fine line between brand names that stand out too much (like a web 2.0 company) and ones that blend in (and read like descriptive yellow page listings.) To demonstrate the polar “bookends” of branding, Slam Dunk Capital would be a bit much, whereas Capital Management Associates would be a real yawner. The following naming strategies will provide you with tools for creating a company name that is both memorable and credible.
