Have you ever looked at a business name and wonder why that name doesn’t work for you? Was it when you saw Dexiin? Seriously, some business names can throw you for a loop when a “g” is a q” or there’s a number on the end. Don’t sweat it too much, as we can totally relate. However, let’s consider the consequences of your business name choice and how you can make it part of your brand.
Your business name does not have to have a special meaning or directly relate to your products and services, so this isn’t the lesson being taught here. What you should consider when choosing your business name starts with the current associations people have with a word. If you use a commonly used word or a term strongly associated with another subject, it can be difficult shifting people’s thought process to your brand. Avoid terms with negative connotations or that are offensive. You don’t want to be the target of social cancellation in ten years.
Another aspect to consider when naming your business is its simplicity. This is in remembrance, spelling, and pronunciation. For instance, Dexiin is often pronounced as ‘decks-in’, however, it was originally intended to be pronounced as ‘design’. In this case, we recognized this early on and used it as an opportunity to rebrand. If you don’t have this flexibility, make sure you provide marketing materials with audio that properly pronounce your business name. Repetition helps a lot. Should this be neglected, your business name can be mispronounced and less recognizable. If people mispronounce the name, it may be harder to find you on the web and other places your business may appear.
Lastly, your business name may work poorly with your business and it may have to be let go completely. Often, a business name holds sentimental value as we dream up our business. It can be hard letting go of that name but the faster you do it, the faster you can start building recognition with a new name. No matter how many business cards, mugs, and shirts say that name, don’t be afraid to move on.
Your business name is important. Choose on that communicates your brand, is easy to remember and pronounce, and one that you use because it is good and not just based on emotional connections.