Words Matter! Names Matter Even More!
There are reasons why many celebrities change from their given names to stage names. The right name can offer instant memorability and credibility. Here is a few examples:
- Original Given Name: Cherilyn Sarkisian
Stage Name: Cher
- Original Given Name: Margaret Mary Emily Anne Hyra
Stage Name: Meg Ryan
- Original Given Name: Natalia Nikolaevna Zakharenko
Stage Name: Natalie Wood
- Original Given Name: Terry Jean Bollette
Stage Name: Hulk Hogan
- Original Given Name: Leroy Harold Scherer, Jr.
Stage Name: Rock Hudson
The name of an organization is really no different! It can be critically vital to the success of that company to have a Corporate Name (or in the case of small business, DBAs) that creates instant credibility and memorability. The opposite is also equally true: A poorly thought out company name can be an instant turn-off to a prospective client and/or be so generic that it is lost in the glut of companies already in existence. Therefore careful consideration should be given in choosing a Name for an organization before it is launched. Unfortunately, the company name is often quickly chosen for all the wrong reasons.
A company Name has two very distinct purposes:
1. To Identify the Organization
2. To Distinguish from all Others
Most business owners understand the first purpose but it is the 2nd purpose that seems to elude so many. One of the worst things that a business can do is to be confused with or perceived to be interchangeable with some other company!
You Must Stand Out!
Here is a great example. I just searched on Yelp for a plumber in my area. Of the first 10 results, 8 of them were named after, I presume to be, the owners. The other two had a common word in their name (Not any form of plumbing or plumber). So what if you ask a friend who to call and he says…. ‘I am not sure who it was, it was a guys name’. You have a 1 in 8 chance of choosing the right company. However, if that Plumber had a Unique and Memorable company name, chances are you would receive the correct referral.
You Must Stand Out! The entire Corporate Identity hinges on the name that that you choose for your company. Choose Wisely. Better yet… Hire a professional