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Request Reprint Print About Author Email to a Friend Report Problem Related Books The Most Important Question to Ask When Naming a New Business by Phillip Davis Send Feedback to Phillip Davis company naming strategies More Details about company naming strategies here. Translate to Spanish Translate to French Translate to German Translate to Italian Translate to Portuguese social media marketing for small business Get Your Vision Board Iphone/Ipod App and start moving toward your dreams today! Syndicate Phillip Davis's Articles Straight onto Your Web Site! - easy one-time setup, takes only minutes - fresh, informative content on your site - updates automatically - build content-rich sites with our authors! - best of all, it's FREE!! Click here to get started! Feature Articles Compassionate Business in Action... Fast Track Your Journey to Home Business Succ... Simplify Your Holidays,Stuffing is for TURKEY... Money Can Be Made on the Web... How To Use The Socratic Method To Create And ... How Does A Business Goddess Make Decisions?... Rebrand Your Company to Boost Your Bottom Lin... Cinnamon Rolls, Breast Cancer and Your Busine... Click here for more >> After nearly twenty years of corporate branding experience, the same question still arises when naming a new business -- "What is the most important factor when deciding on the best company name?" Some naming experts would argue it's the length of the name, or the ease of pronunciation or the uniqueness. Others would say domain name availability or trademark clearance. I've come to the conclusion that the best answer to that question is yet another question. Does your proposed business name create a "Huh?" Or a "What!" A "Huh?" indicates a roadblock. It says, "I don't understand and neither do I want to." If you were at a trade show, your potential customer would most likely start backing away, as you launch into a detailed explanation of the exact spelling of your company's name and its original meaning in Swahili. These are not creative names, they are confusing ones. The biggest offenders are unpronounceable acronym names such as the financial services company TIAA-CREF. These corporate names are often a result of mergers and acquisitions that made sense at the time but now provide little meaning. Other top "Huh?" contenders are company/product names with alphanumeric designations. I regularly get emails from a web content management firm offering a software product called Ektron CMS400.net Version 7.5. From all accounts it looks like a good product, but who can remember the name? More importantly, who would want to? A "What!" name on the other hand provides a big green light. It arouses curiosity and invites more questions. We recently named an investment banking firm Four Bridges. The name just begs further explanation, which the owners now gladly provide -- they connect people and capital. They also have four major partners in a city (Chattanooga, TN) with four major bridges. So the name segues easily into a broader story about the company and its mission. That's how a good company name works. So as not to appear self-congratulatory, there are a number of great "What!" brand names that I can only wish I had created. One of my favorites is FireFly, a "Mobile Phone for Mobile Kids." Another great company name is Spoon Me, a frozen yogurt maker coined by my good friends at Eat My Words. So take a moment to ask yourself this simple question, "Does your company or product name produce a 'Huh?' or a 'What!'?" Don't just ask yourself, ask a few trusted friends and colleagues. Watch their body language and facial expressions. Do they light up with interest or furrow their brow in dismay? Your potential clients can't remember what they can't recall. So give them exactly what works -- a creative, compelling brand name that has them asking "Say What!" About the Author Phillip Davis, Pisgah Forest, NC Phil@PureTungsten.com http://PureTungsten.com Phil Davis President Tungsten Brilliant Brand Marketing Phil’s life goal of “creating environments where people thrive” reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina. Contact the Author Phillip Davis Branding Phil@PureTungsten.com More Details about company naming strategies here. Videos You Might Enjoy on This Subject Make Money: Ghostwriter & Private Label Rights Learn how to make money online or off with a ghostwriter & private label rights reports, articles, ebooks, videos and more! Presented by www.OhioHelpGroup.com ... 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If it’s legal, Net Lawman now ha Fitting Sports Shoes Generalised Anxiety Disorder EToroUSA -- Bringing User Friendly Technology to U.S. Traders How to Get Data Solution for The RAID Recovery And Server Recovery How To Run A Cell Phone Collection Drive For Your Charity or Non-Profit Get Back In the Game with a Free Ares Download Ares Free Download-Fight the Boredom Softball Hitting Tips: Aluminum Vs. Wooden Bats Playing the best casino slot machines online The Importance of the Playground Uggs for your family Getting Enough Protein Financing your new business: Orders vs. Cash Keywords: naming a new business, branding a business, company naming This article has been viewed 817 time(s). Does this article infringe on your copyright? It is a violation of our terms and conditions for writers to submit material which they did not write and claim it as their own. 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