What is in a Name

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Status: Finished  |  Genre: Non-Fiction  |  House: Booksie Classic
Invest most of your time and money in naming your business and brands because they are meant to continue their journey indefinitely and require the best possible gear in order to sustain a long and treacherous voyage.

Submitted: April 05, 2017

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Submitted: April 05, 2017

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What's in a name? That which we call a rose by any other name would smell as sweet.”

William Shakespeare, Romeo and Juliet

I concur but that specifically applies to people. When it comes to naming a business or product, it greatly matters what the name is. Naming your business or product is the most important decision that you make. There are some key aspects which people, especially the business owners and marketing executives should keep in mind;

  1. Your name is your personal property However, when you become a public figure, your name no longer remains your property as you share it with your fans and the world at large.
  2. The only change you should make to your name is tweaking the spellings but the name as such must remain unchanged. The liberty to alter it ends after you become a celebrity.
  3. A brand name in all reality is owned by consumers or the buyers. It is true that the business that owns the brand is the legal owner of the registered trademark but it must also be remembered that the brand is actually owned by consumers or buyers who patronize it. There are instances where companies changed the name of a product and its sales instantly dropped and the reason is plain, your brand name is owned by your consumers and you just cannot change it without their permission. Looks weird but that is a stark reality. There can be exceptions though but extreme caution is advised.
  4. A brand name must never offend anyone in any way whatsoever.
  5. ‘Shorter the name, better it is’, is a myth.
  6. The brand name should have a poetic flow so when you hear it, it feels good. It should stimulate the consumer depending on what it is. The brand name of a Tea for example should arouse the urge to drink a cup of tea. That of course is also possible when people already know about it.
  7. Your brand name like Shakespeare suggested denotes the product you offer, so the product must retain its beauty and efficacy which when translated into specs means its formulation if it is tangible, or complete service delivery if it is a service.
  8. In exceptional cases, changing name can yield tremendous benefits but that only applies if the name was the causal factor for poor performance or if it is new and has not yet been established in the marketplace. That decision requires careful analysis and extensive reviews.
  9. The name should not be focused on a particular group of people unless that is the business strategy.
  10.  The name of the company should convey what it does but a brand name need not depict the properties of the product offered. Gorillas do not use glue!
  11.  Invest most of your time and money in naming your business and brands because they are meant to continue their journey indefinitely and require the best possible gear in order to sustain a long and treacherous journey.

Cheers!

 


© Copyright 2017 Razi Akber. All rights reserved.

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