What's in a name?
That which we
call a rose
by any other name
would smell as sweet
- separate you from your competition
- illustrate your unique points of differentiation
- positively position you with your audience
- create intrigue
- be unexpected – and unforgettable
- begin to tell your story before you have said a word
- provide a deep well of both images and language
- allow you to be bigger than merely the goods and services you provide
Of those items above, the one that I use most often as a litmus test of a potentially effective name is #7: provide a deep well of both images and language. Consider our naming example from the last post: Bloodhound. Their initial notion of using Doyle & Fairchild as the company name evokes no images or language to bring their story to life. Bloodhound, however, brings with it a deep well of images and language.
A deep well of images is probably somewhat obvious, but what does a deep well of language look like? When we present potential names to a client, we always include a small paragraph of copy to illustrate just this point. It's intention is just to give the client an idea of how the proposed name can open up engaging new ways to tell their story. Take a gander at the tasty blurb written by creative partner Evan McBroom (aka: Billy Big-Words) that we presented with the Bloodhound name to see what I mean:
Your company has an immediate staffing need, but you’re out of leads.
The trail’s gone cold and you don’t know where to turn.
It’s time to call in the hounds.
We’re Bloodhound…the perfect partner for your staffing search. While others wander, we know just where to look. Often, the best candidates aren’t in the job market – they’re hiding out in jobs they like, unaware that your better opportunity awaits. Whether you need a solo top performer or a temporary team, we’ll put our extensive network in action, track down the most qualified candidates and bring them to your door.
Staffing. It’s not just what we do…it’s in our blood.
See how the Bloodhound name drives the language in a compelling and evocative way that wouldn't even make sense with any other name?
I could ramble on (as most of you well know), and if anyone wants to discuss a naming project I'd be happy to do so. But in the interest of time I'll close with my patented reminder: If you're going to cut corners somewhere, don't do it with your identity – how people perceive you is just too important. And unless you really want to Alligator-Arm it, that includes the name Sparky!