email address bearing the company
name. Ideally the company name
should appear the same in all
communications; the use of small
letters makes it easier for use in
the web which is why a number
of already existing organizations
are shifting to small letters such as
EABL to eabl.
Let the name stand out from the
crowd: The name generated should
create a buzz and an interest in what
the business provides. Avoid having
a name that is too descriptive and
straightforward as that is likely to
kill curiosity and interest. Descriptive
names are also not preferred as the
business may expand its operations to
be more than the description.
The name must be broad enough that
it can be imbued with a meaning
that resonates with customers as was
the case with Apple computers; the
name Apple was picked to connect
with customers who did not like the
serious feel computers presented and
preferred a warm, approachable feel.
Ensure the name is not already in
use: This generally involves legal
searches as well as searches for the
‘‘ The name must be broad enough that it
can be imbued with a meaning that resonates
with customers as was the case with Apple
computers; the name Apple was picked to
connect with customers who did not like
the serious feel computers presented and
preferred a warm, approachable feel’’
use of the name on the web including
domain names and the use of the
name on social media platforms.
Ensure the brand name is
transferable: The question of brand
transferability is a key brand name
consideration. With the growth of
global brands, names increasingly
need to be able to cross geographical
boundaries.
General Motors for example
launched its Nova car in Spain. No va
in Spanish means “it does not go” or
“it does not function”. This presented
obvious problems. It’s therefore
critical that as you explore a corporate
brand name research for cultural
meaning as the company may expand
to new geographical markets.
In summary, your company’s name is
the first interaction your stakeholders
will have with your organization. An
impressive, outstanding name will
grab attention and create interest. All
other pillars and values around the
corporate brand name will cement
the name. First impressions do
matter. Enjoy naming!
Marion Wakahe is a Marketing
Consultant with a knack for upcoming
marketing trends. You can commune
with her on this and related issues via
mail on: [email protected].
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