Your business name is the first impression you make with potential customers. The names of companies and their products are of vital importance. Your name is your brand, and your identity.
Drug companies spend thousands of dollars researching names for their drugs. Businesses realize that their name carries their reputation. When creating brand names, logos and/or trademarks for a business, it is wise to see if those aspects of the name match the intent of the business.
Let’s see how this works using some real life examples.
United Parcel Service (UPS) compared with The United States Postal Service (USPS)
United Parcel Service is known by their initials UPS. This indicates two things: to take advantage of them and to use their smart services. That is exactly what UPS wants people to do: use their services and take advantage of what they have to offer. Together the letters ‘UP’ says use me, take advantage of me, while the S says they are smart. Since the ‘S’ is in the final position, that is the lasting impression that one has when thinking of UPS. UPS wants to be used and is going to do its service in a smart way. In comparison, the United States Postal Service is using the abbreviation of USPS. Adding the extra ‘S’ separates the ‘U’ from the ‘P’. By doing this, the US Postal Service deletes the message to use them and to take advantage of their service to the same extent that UPS does. While both companies state they are competent to get the job done, UPS does a better job of conveying this to the customer in their name.
Levi brand name
Another well thought out business name is Levi’s. Levi is a brand name for blue jeans known around the world. The brand name, when analyzed, states that when you wear Levi jeans, you have self-confidence; you’ll feel good and have sex appeal; and announce to the world to ‘look at me’. Therefore, Levi’s is getting it across with their name that when you wear Levi jeans you will be self-confident, feel good and sexy and enjoy being noticed. Isn’t that how everyone wants to feel?
Business names convey competitive edges
Business names give a business a competitive edge. Comparing the names of Coca-cola and Pepsi-Cola, Coca-cola’s name says it ought to always be in the number one position and sell more sodas than Pepsi. Pepsi has an ad that states Pepsi is more fun, and according to its name, it is. Want more information about Coca-cola and Pepsi-cola and how their names stack up? It is elaborated in detail in the book “Know the Name; Know the Person” by Sharón Lynn Wyeth. Get yours at Amazon today.
Starting a business?
“In business, your name is your brand, your identity, your reputation for quality. Your personal name represents who you are and gets an immediate reaction. Your name is your first impression and whether people remember it or not, they leave with an impression of who you are by your name.” American Classifieds, vol. 6, no. 3, November 20, 2003.
Since your business name represents your business and what your customers will think, feel and how they may react to your business, wouldn’t it be wise to have a consul about your intended name prior to finalizing it and making it legal? Go to the contact Sharón page to find out how you can have a personal session to ensure that you have the best name possible for your business.