Free-Reprint Article Written by: Marcia Yudkin See Terms of Reprint Below.
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I t m u s t c a l l a t t e n t i o n t o i t s e l f . B u t n o , t h a t ' s n o t t r u e - n o t a l w a y s . Additional Article Information: =============================== 398 Words; formatted to 65 Characters per Line Distribution Date and Time: 2009-07-23 12:00:00 Written By: Marcia Yudkin Copyright: 2009 Contact Email: mailto:[email protected] Marcia Yudkin's Picture URL: http://www.thephantomwriters.com/client-img/marcia-yudkin.jpg For more free-reprint articles by Marcia Yudkin, please visit: http://www.thePhantomWriters.com/recent/author/marcia-yudkin.html ============================================= Special Notice For Publishers and Webmasters: ============================================= If you use this article on your website or in your ezine, We Want To Know About It. Use the following URL to let us know where you have used this article, and we will include a link to your website on thePhantomWriters.com: http://thephantomwriters.com/notify.php?id=6864&p=load HTML Copy-and-Paste and TEXT Copy-and-Paste Versions Of Article Are Available at: http://thePhantomWriters.com/free_content/db/y/a-good-businesss-name.shtml#get_code --------------------------------------------------------------------- A Good Business Name Must Be Bold: Oh, Really? Copyright (c) 2009 Marcia Yudkin Creative Marketing Solutions http://www.yudkin.com/ Visit just about any blog of a high-priced naming consultant, and theyll tell you with oracular confidence that a business name, to succeed, must be X, Y or Z. This is bluster. It is a branding statement of their own, arguing for the kinds of company names they like to create and against the kinds of company names they personally look down on. Such rules are not a valid-for-every-situation fact. The naming must youll encounter most often is this one: A Good Business Name Must Be Bold. It must make a statement. It must stand out. It must call attention to itself. Yes, thats often a good idea, especially for a new operation that needs to earn publicity, word of mouth and market share. But not always. Consider a community bank that is expanding into new territory, across a river that to residents marks a mental boundary. Its number one concern is whether or not its current name encompasses the new geographical area in residents minds. If not, they may be looking for a new name that provides continuity with their current name yet includes the locations where theyre opening new branches. Boldness is nowhere on this banks list of naming criteria. Indeed, its a rare bank that goes for, or should go for, a bold name, one with emotional impact and shock value. Much more important for banks is engendering trust. Other goals might be emphasizing rootedness, history or connection. Banks - and many financial services companies - need different naming criteria than a footwear company or an adventure travel firm. It might surprise you to know that I have had clients hire my naming company wanting a name that didnt stand out. In one case, a financial advisor was moving to a new city and wanted a company name that would blend into the background, not attract any attention and make people assume hed been doing business there forever. I encourage you to wipe the slate clean of what youve read or heard and think first about what you hope the new business name you are looking for will accomplish. Do consider guidelines and musts because they point to naming factors you might otherwise overlook. Dont let your goals get overruled by someone elses branding agenda. Dont be intimidated into looking for or accepting a company name that cant take you where you want to go! --------------------------------------------------------------------- Marcia Yudkin is Head Stork of Named At Last, a company that brainstorms creative business names, product names and tag lines for clients. For a systematic process of coming up with an appealing and effective name or tag line, download a free copy of "19 Steps to the Perfect Company Name, Product Name or Tag Line" at http://www.namedatlast.com/19steps.htm --- END ARTICLE --- Get HTML or TEXT Copy-and-Paste Versions Of This Article at: http://thePhantomWriters.com/free_content/db/y/a-good-businesss-name.shtml#get_code ..................................... 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