The Importance of Naming a Business 

Have you ever had the task of naming a new-born baby?

What does that have to do with naming a business?

Same principle.

A name is like an account number.  Once you begin using it you can never delete it because all the transaction history resides under that account.

A name builds history.  It builds and identity. It brands you.  Have you ever thought of your name being your brand?  It tells customers who you are, what you do, and how you do it. Your name differentiates you from your peers, piques customer interest, and invites further investigation.

Your name, and the reputation that name carries goes before you.  A good name is more valuable than gold, silver, and precious jewels.  Success or failure is carried in your name.  The image that people have of you 

Your name says a lot or it says nothing.  It can either do things for you, or it can do nothing, and even hurt you.  Your name reflect your identity

The object of a good name is to position you advantageously in the marketplace.  So first impressions are very important. The name conveys a great deal about your business's image.

Know your target audience, and give your business a name that is full of meaning to them -- not you.  It must have meaning to the people that you want to do business with.  It must not indulge your fantasies, or be some code name that only has meaning to you.  What qualities of your services are of the greatest import to your customers? What kind of words appeal to them?  Choose your words carefully.

How do you want the public to think of you? This is an essential aspect of branding. You'll be promoting this name, getting it in front of as many eyes as possible as often as possible. So it had better be a name your can be proud of.

Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services can't be found anywhere else -- or that you do better than anyone else.
 
What's the bottom line?

A rose by any other name would smell as sweet, but be a lot harder to sale.  We want to attract good customers, and do everything we can to make sure that they are favorable disposed to do business with us.  Everything we do should be pointed in that direction.  A good name can pre-sell our customer.

First things first. 

Pick the right name.

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