Branding is one of the most important decisions you’ll make. Here’s how to get it right.
1. Call the Company What Everyone Else Does
If no one is actually using the name you picked, take it as a hint—and pay attention to what people are calling it. When customers kept phoning HVLS Fan Co. and asking, “Are you the guys with those big-ass fans?” founder Carey Smith listened. He changed the company’s name to Big Ass Fans (though he later reduced that plainspokenness a bit by updating it to Big Ass Solutions when the company expanded into lighting). The unconventional name has earned the manufacturer a gusher of good publicity.
2. Own the Right Words
Don’t get hung up on finding a clever name. The key is to find one that is easy to remember. One of the best ways to do that is to reflect the job the customer needs done. TrenchSafety and Supply, a company that helps construction companies keep their trenches safe, for instance, left no room for confusion about what it does. Not sure if your name really conveys what you do? Ask a few customers what they think you do for them.
3. Clear the Clutter
Adding a “Corp.,” “Group,” or “LLC” after your company’s name may make your attorney or partners happy, but it will just make it clunkier and clumsy to say. Ditch any extraneous words and you’ll be surprised at how much faster you and your team can mention it and get down to business. Once everyone knows what you do, consider following Minnesota Mining and Manufacturing’s example, which rebranded itself as 3M MMM 0.08% .