Business Names Do Matter, Norm Brodsky

In the November 2005 issue of Inc. magazine, Norm Brodsky wrote: “Your company’s name plays little, if any, role in determining your success.”

I agree completely that a company with a bad or mediocre name can reach success. However, here are 10 reasons why coming up with a snappy, interesting and memorable name is worth the business owner’s or organization’s time and energy.

1. When you call or speak with strangers and mention the name of your company, and the name in and of itself provokes delighted recognition, this can get the business relationship off on a positive footing.

2. A distinctive name can attract the kind of customers you want and keep away those you don’t want. For instance, if you can’t stand dealing with those who have no sense of humor, a punny name repels such folks. Au contraire, if you want people to know you’re serious and weighty, a shrewdly chosen traditional name can impress people accordingly.

3. Cool company names can in and of themselves generate media coverage, either because there’s something newsworthy in the name or because many journalists are more attracted...