The name of your business, product or service will have an impact on your image to the customer.
One of the first things a new business will decide is what to call their business – it might be their name or they might decide to ‘create a brand’.
In some of the more traditional service businesses, it is usual to use your own name to be the business name – think of accountants, solicitors or auctioneers as examples. If you are producing goods, however, you may wish to create your own brand name. In the end, it’s a choice – usually a personal one. There is no right or wrong in this – but there are some tips if going down the brand name route:
- Avoid names that are too long, too complicated, too difficult to pronounce, or too difficult to spell;
- Avoid initials unless they mean something – not to you – to your customers;
- Avoid names that might confuse your customers – brainstorm with others to develop ideas;
- Don’t waste time – names should be intuitive – make your decision and move on;
- Check the name you choose doesn’t mean anything else in a different language or country if you plan to sell overseas;
- Check that someone else doesn’t own the name by searching on line and at the companies registration office (www.cro.ie).
Remember your business is surrounded by mass volume advertising and a plethora of well-developed and well utilized social media communication tools. In this busy space, you need to ask yourself, “Is my brand name making it easier or harder for my customers to recognize me and value my products and services?”
Review your market research and remind yourself why people will buy from you. You want the name of your business to reflect the type of product or service you supply – best on price, quality or whatever your research has established, is your advantage with the customer. You will not be able to achieve this on day one. But your plan should be to establish it over time. The most important thing is to choose a name that does not, by itself cause any feeling of disinclination to do business with you. You should aim to have the name produce a mostly neutral reaction as you establish your image from scratch.
For help on marketing/branding and any other start up topics, contact the Galway County & City Enterprise Board on 091-565269. Check out our marketing workshops on our website: