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Saturday, 29 March 2014 7:49

Three Questions You Need to Ask About Your Business Name

By - Michael Rader

You’re not alone if naming your start-up business seems like an agonizing task. Choosing a name is one of the most important decisions you’ll make as a business owner and it can be difficult to sum up your entire organization in a word or two. Whether you’ve chosen a name or you’re still pondering your options, here are three questions you need to ask that will help you make the right decision. If you can answer all three with a “yes”, then chances are that you are on your way with a name that will serve you well.

Does Your Business Name Communicate Brand Experience?

There’s no question that consumers are emotionally connected to the products and services they buy. Just take a look at a few commercials on television and you can see how pulling heart strings and communicating on an emotional level resonates with the average consumer. Use that information to your advantage by choosing a name that pushes beyond what your business offers. What can the customer expect to feel by choosing you? It’s about building connections and reaching people on a deeper level. A powerful name communicates brand experience, and that is a strong differentiator.

Does Your Business Name have Longevity and Staying Power?

Avoid trendy or “du jour” business names, names that seem popular for today’s world. Business names that are a simple play on common words or use imagery are good for more than the time being, but are also promising and resilient even ten years down the road. Great business names have staying power, meaning you have the flexibility to grow your business. Particularly if you’ve invested a great deal in building a loyal customer base and marketing, you do not want to be faced with the burden of having to change your name midstream. Choose a name that will grow with you, that has longevity. You will also be granted with the peace of mind that comes from knowing you don’t have to rebrand when you choose to expand or modify your product line. Your name, and your hard earned reputation, will be right by your side.

Is Your Business Name Memorable… And Marketable?

Many entrepreneurs are creative and more than a few come up with some pretty outstanding names that at a first glance seem brilliant. But in order for a business name to be outstanding, it has to not only be memorable, but marketable. And that’s where the convenience and expertise of a quality domain name provider like Brandroot can help. Brandroot’s marketplace is filled with marketable, brandable names that are positioned to not only leave an impression with the customer, but also fit easily into a strategic and successful marketing campaign.

Remember, the reason why you need a business name in the first place is to build your business. The good news is, if you do it right, you only have to choose once. But if the name you choose doesn’t provide a brand experience, isn’t memorable and marketable enough to stand the test of time, it may be time to consider choosing a new one.

Last modified on Saturday, 29 March 2014 7:56

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.