Get to the Po!nt

The Name Game

Stroll over to MarketingProfs' Know-How Exchange and you'll find that small business owners ask one question with remarkable frequency: What should I call my company/product? Sometimes they already have ideas and are looking for feedback, and sometimes they're at a complete loss. Whatever your situation, Scott Trimble has some helpful pointers:

• Look for a name that is memorable but easy to pronounce and spell.


• Avoid a name so specific (e.g., Dave's 256K Flash Drives) that it might hinder later growth


• Choose a name that doesn't carry negative connotations, whether in English or other major foreign languages


• Check for existing trademarks and the availability of domain names.

Trimble recommends asking yourself questions such as:

• What does my product do?


• How does my product benefit the consumer?


• What are the "ingredients" that go into my product or service?


• What makes my product unique?

And consider the various ways you can "stumble" on a great name:

• Find a synonym using Thesaurus.com.


• Think up puns and plays on words.


• Deliberately misspell a word you like.


• Borrow from industry lingo.

The Po!nt: "There are plenty of highly successful businesses and products out there with bad names," writes Trimble. "So, take your naming, like your friends' opinions, with a grain of salt. And, as with everything, the more you stress about obtaining perfection, the less likely you'll come up with that killer name that seamlessly fits your offering."