Here’s the second in the series of Naming Tips that will appear sporadically on this blog.
This may sound like an 11th-grade grammar lesson, but I’ll try to make it simple. (I had to look up the subject to make sure I was using the correct terminology. It’s been a good number of years since high school for me.)

Tip 1: Utilizing a participle (an adjective that is verb-like in form, usually ending in “ing”, “ed”, “en” or “t”) can generate vital, active name candidates. Verbs provide action, and participles do the same. So I like the sound and feel of them. Plus, this form is not used often for names. Here are two structures using participles to impart action names: participle-preposition-noun (examples include Hooked on Phonics and Cooking for Health), and the reversed structure of noun-participle (Skills Abounding and Promise Keepers are examples). Also, you might substitute a participle for a noun to impart more vigor. Turning Point Consulting is more action-oriented than Turning Point Consultants.

Tip 2: Possessive names (Victoria’s Secret, Bob’s Vital Signs) are more personal and somehow connote a more responsive organization. If your business deals in personal services, this is a fruitful field to plow. Another variation: just use a one-word possessive (Weldon’s, Olander’s) without tacking on a business category, i.e., Weldon’s Windows.

Look for a couple of more tips next week.

Martin Jelsema
303-242-5975

Branding related posts:

1. Naming Tips: Number 26 in a Series
2. Naming Tips: Number 43 in a Series
3. Naming Tips – Number 45 in a Series
4. Protect your Trademarked Brand from Going Public
5. Naming Tips: Number 7 in a Series