Every start-up business dreams of the day their name becomes a household word. There is no easier way to judge a brand’s success than by listening for it in everyday speech. Just think of the last time you asked for a Kleenex or a Post-It. Those brand names have become synonymous with the industry itself. In reality, not all facial tissues are from the Kleenex Company, which is owned by the Kimberly-Clark Corporation. There are actually multitudes of companies that produce facial tissues, each one trying to get out from under Kleenex’s hold on the industry.
Author and community leader Yehuda Berg was quoted as saying, “Words are singularly the most powerful force available to humanity.” Linguistic experts have studied words and language for decades, attempting to identify and explain why words do what they do. Why do fun words or phrases stick in our heads? How do some words create vivid imagery when others stay bland and dry? What is the best way to say what needs to be said?
The English language is one of the most diverse and complex languages spoken around the world. It is also one of the most prevalent. In fact, according to linguistic scholars, English is currently the second most popular mother tongue globally, with an estimated 350-400 million native speakers. As equally important is the fact that over a quarter of the world’s population can understand the language and have at least a rudimentary competence in its use. All totaled, between 1 1/2 and 2 billion people write, speak, and/or understand English.
A company’s name is often its most valuable asset, reflecting the morals and ethics that customers are looking for. Companies that create a solid and identifiable brand identity are the ones that typically enjoy long-term success. Unfortunately, that brand identity can also become a detriment if a company is rocked by scandal or suffers a public perception catastrophe. Some brand personas can be salvaged, while others are forced to start from scratch. Can a name change get a company out from under an image crisis?
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Brandroot focuses only on content related to business naming. Before selecting the name of your venture it is important that you have a solid grasp of what you're in for.
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