Name Your Business Carefully
How well have you named your business? Is it a short title? Is it memorable? Go through that exercise carefully because it 's one of the most important business decisions you'll make. If you want prospects in our time-crunched, overloaded society to remember you, make your name short and to the point. Want proof? One of the biggest and oldest advertising agencies in the U.S. was J Walter Thompson; it is now JWT. Federal Express became Fed Ex. The artist formerly known as Prince is just Prince again, I think. Forget a name beginning with 'A" to be first in your yellow pages or whatever other directory you like. Pull out the trusty phone book and look at how many A-1's and AAA listings there are. None are memorable. They all look the same. When you consider a memorable name, think Google, Yahoo, Go Daddy, or Kinko's. When you have that new name that is clever and sets you apart, you wonder if it'll work. Test it. Query business associates, friends, family and others with an opinion you respect. If they are confused by your moniker or just don't think it works, start over. Remember your business name is one of the most important decisions you'll make.
About the author: Brian Grinonneau is the general manager of McMann and Tate Advertising in Perrysburg, Ohio, an agency that works exclusively with small business owners helping them stand out in a crowded marketplace.