The most common business naming trap is this: create a new business name that is accurate and descriptive, but completely forgettable. And it’s easy to see how it happens. Unlike real-life apps, naming is usually done in a vacuum, without context, with no logo, website, or brochure attached. A group of key decision makers sit in a boardroom and throw names into the air. And with no supporting cast, no background, no accessories, good names often seem disconnected and even ridiculous. It is at this stage that the mind wants to make sense of names and, without context, without supporting elements, it defaults to free associations from the past. This is what kills many great brands.
Imagine a committee searching for a brand for a new computer company. Someone suggests the word “apple”.
“Apple?” the group reacts with surprise and bewilderment.
“That makes me think of my mother saying ‘One bad apple spoils the whole group,'” protests a committee member.
“Sounds fruity to me,” says another. “We cannot be perceived as a fruity company!”
“And what about the worms that get into apples,” agrees a third member. “And the way they rot, and how the juice gets sticky, and how …”
“It’s okay!” the suggestion apologizes, snuggling into an almost fetal position, vowing never to venture to another idea.
And so the group reaches an absolute agreement that the name must convey what the company does. So the following set of suggestions seems spot on …
“United Computer Manufacturers”
“General computer systems”
“Quality Computer Corporation”
“Top Computer Builders”
“Global Computer Worldwide”
The closer the committee gets to describing the “what” of the company, the more they homogenize and integrate with the rest of the industry. They sound more like a business description than a brand name, and in doing so they obscure the very identity they are trying to create. They don’t realize that the new company name will exist in an environment that helps define it, so that the name is free to evoke feelings and emotions. An apple is fresh, accessible, healthy, and invigorating. And so a company can borrow the inherent attributes of a completely unrelated element to convey the way they approach their business.
So if creative company names are much more memorable and effective than descriptive names, why do so many companies make this basic mistake? In large part it is because from childhood we are conditioned to conform, to be like others and to follow the leader. As much as we may not like to admit it, most of us would rather follow an established path than open a new one. One of the first questions I ask potential clients is whether they want their new company name to blend in or stand out. Most firmly say they want to stand out, but when prominent names are featured, the red flag is raised.
“I’m not sure,” you might say. “These names are unique, but they are very different from anything in our industry.”
And so it goes on. The names continue to mix until someone names a Virgin airline instead of Southwest. Or a Monster online job site instead of CareerBuilder. Or a huge Amazon online store instead of Books-a-Million.
Descriptive names are not only less impactful, they are more difficult to visualize. I can imagine a Monster, but I have trouble imagining a Career Builder. When it comes to beach shoes, I can imagine a pair of Crocs, but not a pair of Keens. These vivid mental images provide another way to anchor the brand name in the customer’s mind for easier recall.
Creative names are also less restrictive. If it has a purely descriptive name, what happens if your company’s core products or services change? How much additional publicity does Burlington Coat Factory need to convince customers that they sell more than just coats?
Are very memorable names the only way to go? No. Some small businesses can’t afford a marketing budget and turn to literal names out of short-term necessity. And there are other viable naming strategies that work well. But for those looking to build a brand that sets them apart and reserve more space in the customer’s mind, then an evocative and memorable name is the way to go. Seth Godin makes a compelling case for memorable company names in his New York Times bestseller Purple Cow: Transform Your Business By Being Remarkable.
So whether you name the company after a river, fruit, dessert, reptile, or even odd-colored bovine, chances are, at the very least, you will make a name for yourself. And once potential customers notice and remember your business, the rest is up to you. If you do your job well, you will have a company that will not only be memorable, but also unforgettable.
