- Smith and Sons
- Hulbert Brothers
- Only One
Can you tell me what any of these companies does? Of course you can’t. They’re relying on customers already knowing who they are (a tricky proposition for new businesses!) or by having their name found in ‘context’, such as a yellow pages or on-line business directory.
- Champlain Valley Therapeutic Massage
- Clouds Above Massage
- Speedy Spa
All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach, the second, a dreamy, luxury approach, and the third focuses on fast service.
Consider the massage therapy example we looked at in number three.Each organization clearly has a different focus and approach to their customer base. They’re attracting different types of clients, who are seeking fundamentally different approaches. All of which is conveyed in less than five words.
Emphasize the important qualities in your name. For example, busy homeowners are drawn to the inherent promise of speed offered by “Bob’s Instant Plumbing” while a reader in search of a good mystery will gravitate toward “Crime Pays Books”.
Word choice is also important. Two yarn shops can both specialize in specialty fibers, but the one who labels themselves “All Hemp All the Time” will draw in a decidedly different crowd than the one named “Natural Beauty: Organic Yarns”.
The best example of this may be seen in the individual investor segment of the financial services industry. Charles Schwab has spent years cultivating a classic, formal image -- but now that the consumer base is changing from ‘old people with money’ to ‘everyone with a 401K’, Charles Schwab has launched the “Talk to Chuck” campaign in an effort to be more approachable.
Make sure your name doesn’t intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril.
After following a series of simple step-by-step instructions to match my corporate identity with my service offering, I came up with the quintessential name: The Trade Show Coach. This name instantly tells customers what I do – assist companies with trade shows – and a little of the manner in which I do it – coach, rather than dictate, direct, guide, or organize.
See the difference? So did the buying public, some of who quickly became my best customers. The same thing can happen for you -- if you pick the right name.
