Name your company (Part 1)

… it’s like naming your child! It’s a personality and needs to live with it for a long time…

So how do you do it (without a beer drenched night and a birthday names book or Dictionary on your knees)?

In professional brand terms you are going through a process which is described as part of “positioning a company in a market.” At this stage you may have a good idea what the company can and won’t do and what you want it do (apart from earning a million bucks) and what your business objectives are.

In this case you are miles ahead (congratulations, if you have already a written business plan that’s bigger than the serviette you scribbled it on yesterday during lunch time).

I know these things are hard work and usually are ONGOING. So let’s say you have done research and you are in the know about

1. your company structure and culture
2. your customers/clients
3. the business environment/market you enter
4. your competitors
5. your pricing strategy
6. your service/product distribution

Meanwhile, I know, that as a start-up, things don’t usually pan out this linear. However, for the neatness of this, bear with me and let’s imagine this ideal path, where the above mentioned is in place. Larger firms and people from in-house departments may look at their plans now and hopefully find above mentioned. Otherwise, please do one of the following:

• dial ext. for your marketing department and call an immediate meeting to FIND the information
• if you ARE the marketing department, burn the midnight oil and document the information before you embark on a naming strategy either on your company division or product
• OR email me so we can work out a brand audit

Either way, let’s further pretend we have all this information from 1-7 (I got sidetracked, didn’t I?), and you want to go ahead with finding the name of your new company or service… now continue to Read here PART 2)!