Still the Name Battle rages on: On one hand, of course, we want prospects to understandwho we are, and what we do. Yet on the other hand, many of us enjoy being creativewith our mark. There are a myriad of outcomes to this battle.“The Company Name Spectrum” will help you choose the right business name, for you.It will surely inspire you to cite examples and role models. You may be able to discernthe questions that should be asked. It’s much easier to use this Spectrum graphically,with right counseling. Ask me for a copy of its poster.
Your company name should always consider two aspects: your business Culture andits Capability.
How we refer to our Culture is how we answer, “Who are you?”Cultural references talk about you, your values, or your people. When “culturalreference” is high, it highlights your name, a mascot, or the community to which you belong and serve. Can you think of examples?Other businesses opt out, and prefer to go with zero cultural reference. Small businesseswho do this risk sounding like un-caring bureaucracies. “Big Box” stores are full of them: Home Depot, Staples, and Stop’n’Shop. Mostly they describe what they sell(capability reference).
The middle-ground is surprisingly interesting.
A middle-of-the-way “cultural reference” is a metaphoric answer to “Who are you?” It’swhen you imply, “
you are.” Yahoo! sounds like a fun company. Both Amazon andGoogle imply big-ness (if you know what a googol is). But just from the business name,we can infer little else.