You have done your market research. You know who your customers are and you know what your competitors are doing. You have defined what makes your business truly unique and you have found a gap in the market. You know what you stand for. (If you do not have a name yet, read my blog post called ‘Name your business ’.)
The company BackRub was established in 1996 as a cutting edge search engine. BackRub checked the number of back-links to a website in order to rank its importance. However, with such a strange name and a rather horrible looking logo the company didn’t last long. What happened? The founders of BackRub changed the name to Google, and the rest is history.
My name is May but it is pronounced ‘My’. It’s pronounced this way because I am Norwegian. My surname, Sivertsen, is even trickier to pronounce. Hence my name breaks the first rule of naming a business, namely that it is easy to pronounce!
What is a brand? Wikipedia defines a brand as “a name, term, design, symbol, or other feature that distinguishes an organisation or product from its rivals in the eyes of the customer.” Jeff Bezos, the founder of Amazon.com, says “branding is what people say about you when you’re not in the room.”
Get your mission right