| With the economy on the skids, many experienced | | | | it. If you find yourself having to constantly spell or |
| mid and upper level professionals are striking out on | | | | correct the spelling, then it's a miss. And keep in mind |
| their own, leveraging their expertise to build their | | | | the name can be invented and still carry a sense of |
| own future and control their own destiny. For many | | | | meaning. We named one company Claricent, because |
| of these aspiring entrepreneurs, creating a compelling | | | | they were able to provide clear insight and direction |
| brand name is new territory, a complete and utter | | | | to their client base. So you can still convey an |
| mystery. They know it's an important part of the | | | | attribute, even in an invented name. (i.e Verizon = |
| equation, and they may have even had a full time | | | | Horizon, Agilent =Agile, etc.) |
| marketing department at their previous firm. But now | | | | * Descriptive Hybrid Names -- These names combine |
| it's "do-it-yourself-time," and there's a dearth of | | | | an industry descriptor word and marry it with an |
| information on how to brand a new consulting | | | | evocative word. Examples include companies such as |
| company successfully. Fear no more. The first step in | | | | Emisstar, consultants in the emissions control industry. |
| branding a consulting company is to know your | | | | Big brand examples include JetBlue and CarMax. If |
| objectives. Here are four key questions to clarify | | | | you use this approach, just be sure that your |
| your goals... | | | | industry descriptor is one that won't change over |
| 1. Do you want your company name to stand out, or | | | | time. |
| fit in? This may seem like a trick question, but there | | | | * Metaphors -- Since the proverbial "picture paints a |
| is not a right or wrong answer. Some new | | | | thousand words", then metaphors are a great way |
| consultants are so concerned with gaining acceptance | | | | to convey multiple company attributes with a single |
| in their industry, they are much more comfortable | | | | image. FourBridges Capital, for example, expresses |
| with a name that sounds established and credible, | | | | this investment banking firm's ability to "bridge the |
| right from the outset. If that's the case, try looking | | | | gap" and "connect business with capital," etc. With |
| up a list of others in your industry on sites such as | | | | four major partners and four major bridges in |
| dmoz.org. You will then gain a sense of the | | | | Chattanooga, TN, the story gains even more traction. |
| nomenclature used in your field. You may be able to | | | | 3. Have you prioritized your wants? Starting a new |
| emulate the feel, much like other industries have | | | | consultancy provides a beautiful blank page upon |
| done (i.e. Microsoft's Outlook, Apple's Safari, | | | | which to craft your story. Take time to determine |
| Netscape's Navigator, etc.) If want to gain notice, | | | | what is most important in that story. |
| then do just the opposite. Look at the company | | | | * Do you want a name that's memorable? |
| names in your field and use interpretive naming | | | | * Do you want a name that's easy to say and spell? |
| strategies. For example, if nearly everyone in your | | | | * Are you most concerned with trademark? |
| category uses proper names (sometimes known as | | | | * Are you adamant that to have the exact matching |
| "legacy" names) then go with a metaphor (i.e. Jaguar, | | | | .com domain name? Figure out the key driver(s) |
| Caterpillar, Amazon, Monster, etc.) to convey your | | | | behind your naming challenge, so that when you |
| company's attributes. Or try positive connotation | | | | come down to a final list, you can look back and pick |
| words to create an entirely new identity (i.e. RedHat, | | | | the one that meets your top criteria. Often the |
| OnStar, FireDog, etc.) Just make sure you have a | | | | process can get foggy and unfocused after a |
| rationale that can explain why you chose that name, | | | | prolonged search for a name, and all the words start |
| and one that leads to a deeper dialog about your | | | | sounding alike. So be sure you know what you want |
| company. | | | | before you begin. That way it will help you when it's |
| 2. Have you explored all the possibilities? Frequently, | | | | 3 a.m., your eyes start to cross, and your spouse no |
| new business owners become frustrated and | | | | longer wants to be your sounding board. |
| discouraged when naming their new businesses, | | | | 4. Are you seeing the big picture? -- Create a short |
| simply because they've attempted only one or two | | | | list of your favorite names, and then test them out. |
| naming strategies. Many times they've created a list | | | | Make sure you choose people who are either in your |
| of literal/functional names, (i.e. Custom Software | | | | potential market, or who understand good branding. |
| Consulting) only to find the domain names are gone. | | | | Rather than randomly tossing names around, create |
| Or they've attempted some obvious metaphors (i.e. | | | | some context for each name, so that when the |
| Summit, Pinnacle, etc.) and found dozens of | | | | name is said, it falls into place. You may even want |
| companies with similar names. The trick is to employ | | | | to invest in some quick logo treatments to help |
| several methods. These include... | | | | visualize the brand. Many major brand names would |
| * Key attributes -- For an example, we named one | | | | ring hallow if only spoken. Judge the whole package... |
| staffing company based on their desire to attract the | | | | name, rough tagline, sketch of logo, to get the real |
| most intelligent candidates. You can see this | | | | feel. A consulting name such as BearingPoint gains |
| employed with company names such as SirSpeedy, | | | | traction once it has a logo, tag line, and a story line. |
| EconoLodge, Priceline and Smart Cuts. Is there an | | | | Decide if you want to fit in or stand out, utilize |
| overarching benefit you provide that you can | | | | multiple naming strategies, prioritize your "wants" list, |
| incorporate into your name? | | | | and test your ideas, and you'll be well on your way |
| * Invented names -- This is a favorite with | | | | to a great consulting company brand name. Once you |
| consultants but proceed with caution. It's easy to get | | | | make your selection, be sure to run it by your |
| caught up in with the chase of a new name and | | | | trademark attorney and to acquire the matching, or |
| gradual twist the spelling and message until it's | | | | closely matching, com domain name. Continue to |
| unintelligible. It's okay to use Latin word parts and | | | | integrate your brand message throughout your web |
| obscure references if the name can still be spoken | | | | site, corporate identity, collateral materials and |
| and spelled easily. Small firms have the advantage of | | | | advertising to further strengthen your presence. If |
| conveying part of the brand message in person, over | | | | done properly, you will have a company name that |
| the phone, or at a trade conference. But don't push | | | | serves you well, both now and for years to come. |