Naming Tips – Number 16 in a Series

Most business owners seem to think their company name should describe the business they’re in.

But when you do this, you’ve named a product category in which you’re participating as well as your company, This does not differentiate you from competition, and your name becomes common, dull and probably too long.

An effective and relevant name can suggest the product’s major attribute or benefit. It can evoke positive associations surrounding the product. It can promise a solution to a problem or the fulfillment of a desire. But an effective name, one that differentiates and will be remembered, will not define the offering.

So look to other means if you’re looking for a fresh, unique and memorable company or brand name.

Martin Jelsema

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