(News Magazine of the International Reprographic Association)

NAMING DOs and DON'Ts

Steve Cecil, who goes by the title "Manufacturer of Fine Ideas," is an expert on naming.  His website is www.wherewords.com.  He offers these DOs and DON'Ts when choosing your company name: 

DO identify your brand "promise."  That is, what you want to let people know, beyond what your company makes or does.

DON'T try to hit a hole-in-one off the first tee.  In fact, don't worry about the name at all yet.  Start by making up a list of words that describe how you work, what you stand for, why people do business with you.

DO look at your competitors, and see what language they use.

DON'T imitate or emulate someone else's intellectual property.  Revise and refine until your position and your promise are unique.

DO find names you like, from many companies both within and outside your market.  Also find names you don't like, and try to figure out why.

DON'T start naming until you have prioritized the criteria to evaluate potential names.

DO come up with hundreds and hundreds of names. Many will be bad.  That's okay.

DON'T try to evaluate the names the same day you have created them.  Instead, wait a few days; try some different directions, let all the options settle in your brain.  Then pick 6 to advance, for legal due diligence.

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