Name recognition is the name of the game in marketing. It can’t be understated how valuable it is to be associated with a good, recognizable name – and how damaging it is to be associated with a bad name. We’re talking about more than first impressions here. We’re taking about pre-conceived notions. Let’s play this out.
Let’s say you get an email that you are interviewing two customer service candidates later this afternoon: Lauren and Buster. You have not even read anything about either one, yet in the far reaches of your mind you’re already creating a story for them. And if you’re like a lot of people, that story will include tie-ins with people and brands who have similar names, like Ralph Lauren and Buster Brown.
Now imagine you’re a business owner searching online for a new office furniture company. The top two results aren’t companies you know – but something about their names gives you a good impression and a bad impression.
The bottom line: It is risky to assume that everyone understands your company, your value and what you represent. People who see your company name (whether through search results, advertising, signage or even a personal introduction) have varying degrees of understanding about who you are and what your backstory is – and they’re likely to fill in the gaps with what they DO know, which may have nothing to do with you.
So, as you consider ways to build upon your brand name, give consideration to the following:
- What is the one story about you that connects to your name and your mission? How is that being told today? How might it be told?
- What are your core values and how are those values connected to your story and your name?
- Where might be current opportunities to add dimension to your company name? For example, does it represent your original line of business but not the full range of services?
What’s in a name? More than you might think. Everyone brings impressions to the story of a name and then adds context to the story at every interaction. Build upon that story to give a full, accurate picture of who you are and what you do.
