How To Name Your Company
Posted on February 15, 2007
Filed Under Marketing |
Wow, this is a very detailed post on how to name a company (via Techmeme). Personally, I think the web 2.0 name generator is still a much easier way to go.
While trying to find a name, and words that describe what your company is trying to do, you will find that your brain works overtime. Every word you read will be a candidate, every word you hear will have new potential, but only by embracing this process or something like it will you be able to recognize a great word/name when you hear it.
On a serious note, it’s rather obvious that new companies spend far too much time on coming up with a name only to find that it doesn’t quite fit where they end up. Generally speaking, I think it’s a better strategy to wait until you to some point of exposure to the market, either with actual customers or at least with a public beta process, to name your company. Only then do you have the foundation blocks in place to give you the data inputs you need to go through the process that Mike details.
Lastly, and quite honestly we struggled with this, is that a company name reflects what you do AND what value attributes you want to lead people to with the name. Companies like to talk about “branding” but brand is something that develops as a consequence of what you do, it’s hardly the sole domain of the company itself anymore. Is Teqlo a good name for a company? I don’t know, and that alone is enough of a reason to say it probably isn’t, but until we put some more mileage on it I just don’t want to spin cycles on something that really isn’t that important right now. We will probably end up going through a process like this, and I’ll be sure to come back to Mike’s post, in a few months and I’m sure we’ll come up with something exciting and energizing.
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About
My name is Jeff Nolan and I write Venture Chronicles. I am the VP of Product Marketing for Get Satisfaction and I write about a range of topics that interest me, including public policy, technology, entrepreneurship, finance, and global issues.
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