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5 Ways to Maximize Your Business’ Personality and Image

What’s in a name? Everything!

The first encounter people have with a company is its name. Just like anything, a business name evokes certain ideas and images, as well as your business personality. Make sure the image you’re portraying is one that you want!

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Here’s the story of my company name. I was starting a marketing and public relations firm and wanted to have a fun name that showed we were creative, yet dedicated to the projects we received.

I love Audrey Hepburn, and was watching ‘Funny Face‘ one day. Her character worked in a bookstore that had a name like Embryo Books or something to that degree. I liked the ideas that Embryo created: giving birth to something new, the start of something fresh, a new idea. But I didn’t like the gross factor of the word “embryo!” I brainstormed until I came up with Egg Marketing & Public Relations. Our slogan is “Hatching good ideas.”

When people hear my company name, their first reaction is “Egg? As in from a chicken??” It is an odd name, but it’s one I guarantee no one forgets.

Where to Begin

Picking a name for your company is serious business, so here are some tips to help you.

  • 1. Brainstorm on images you want to portray. Do you want your company name to be serious? Professional? Whimsical? Unusual? Make a list of characteristics you’re aiming for.
  • 2. Write down words that come to mind under each characteristic. For instance, if you have a brokerage firm and want a stately name, jot down “& Associates” as an idea. If you have a baby clothing company, some words you can include are baby, memories, precious, and sweet.
  • 3. If you’re having trouble generating ideas, look at websites of companies that do what you do. While you don’t want a company name similar to an existing business, this can give you ideas and serve as a springboard for your own name.
  • 4. Try out different names. Don’t rush to pick one. Practice saying it to see if it rolls off the tongue or gets caught in your mouth.
  • 5. Ask colleagues and family members what they think of your best ideas. Keep a running tally of the three most popular names and choose the one you like best.

Stuck for Life

Remember, this is the name your business will have on every check you write (or receive), on your website, on your tongue when you answer the phone. You want to make sure it’s the right name for your business. Take your time in choosing your name. After all, it may be your best marketing tool!

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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