Whether you're selecting a name for a business, for your Internet domain or both, ask yourself the following questions about each candidate before you decide:
- Does it project the image you want to express for your business?
A name can be casual or formal -- or somewhere in between. You'll have to decide, based on your marketing program, whether the name under consideration fits the total package you're trying to create. ( To read about target markets, Click Here)
Unless you have a very unique and image-rich name, using your own name for your business isn't likely to create any benefits.
- Does the name relate to your business' product so it will be classified in your customers' minds?
You want the name to encourage customers to classify your business and you want to make that classification to be even a little bit different from your competitors so you will be first in that category.
- Does the name restrict further expansion of your product line?
A name that's too specific is limiting; too general makes it ineffective. You're in the best position if your name reflects a particular category of goods. If you want to branch out to another category down the road, create another business and give it its own name.
- Is the name easy to pronounce and easy to recall?
You want your customers to remember it so that should be a high priority. Some people name their businesses AAAproduct to ensure a place at the top of any alphabetical list. That may work just fine in some cases but I know I can't recall any business with a name that holds no meaning for me.
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