Today was the inaugural edition of the weekly Name Game on the VoiceAmerica.com business channel. This will be a weekly internet radio series that will provide all sorts of company and product naming tips and strategies, as well as having industry leading guests commenting on trends in the naming and branding industry. The show airs each Tuesday at 12 noon PST (3 p.m EST.) Today’s show featured Tungsten client TeamLogic IT, with company president Chuck Lennon sharing how their IT franchise went through the naming process and how they came to pick the final winner. Chuck also revealed some of the ways the name was subsequently incorporated throughout the organization (i.e. their company cars were wrapped with the logo, their newsletter makes a play on the name, etc.) To hear the show it its entirety, simple go to The Name Game page on VoiceAmerica.com and click the link to hear the show. Alternately, you can also click the light bulb on the top of that page and have the show download as an icon on your desktop.
Next week we will be discussing specific naming techniques as well as interviewing Pete Warhurst, founder of PODS, a past client as well. PODS went from a newbie start up in Clearwater, Florida just ten years ago, to a major corporation that was just purchased for $430 million. So that pretty much speaks to the power of establishing a dominant brand. So be sure to tune in each week or listen to the archives for ideas, suggestions, real life case stories and inspiration into naming, branding and growing a successful company.
Since very few branding firms dispense free naming advice, this blog entry should shoot to the top of Google quite easily for that search term. But this is a genuine offer… free business naming help for the aspiring entrepreneur, business start up or even Fortune 500 corporation. Simply post your question in the comment section below and I’ve review them and provide a response either here, or on our new branding show, The Name Game, on VoiceAmerica.com
This new show will be airing each Tuesday at noon EST (3pm PST) beginning January 8th, 2008. You can listen to it online by going to VoiceAmerica.com and clicking on the VoiceAmerica Business Channel. It should also be available on archive, in case you miss it. So if you are struggling with some aspect of naming, (i.e. how to name a company, the best methods, best strategies, things to avoid, etc.) just leave your questions/comments here and I’ll do my best to answer them online or “on air.”
You’ll also have the opportunity to hear from industry experts on domain name issues, trademark issues, corporate identity and branding strategies. I’ll have more info on each week’s topics and featured guests as the dates approach. Meanwhile, if you have a question or concern about branding, I’ll do what I can to help… just name it!
Update: I now have a link to the archived podcasts of the show. We have everything on there from “How to name your internet based company” to trademark issues to naming strategies. So sit back and take a listen and see what you can pick up that might spark a creative flash of brilliance!
Update: 05/02/08 Since I’ve gotten so many posting and interest in this subject, and I can’t reply to all of them, make sure to visit and read the “how-to” naming articles I have posted on the bottom of our home page at PureTungsten.com. There are about 20 branding articles on everything from company naming to finding the perfect domain name. Also, under “Resources” you’ll find a number of pre-recorded Podcasts that we’ve archived. So take a read or take a listen, and get that perfect company or product brand name!
Can a great brand name make a company successful by itself? Of course not, but can a poor name contribute to the slow and gradual death of a once formidable business… yes. And case in point is yesterday’s announcement of the closing of CompUSA stores. In this one name we can see two basic business naming mistakes…
1. Being product specific (computers)
2. Being geographically specific (the United States)
This type of company name can work if your core product never changes and your market never grows. But in the case of CompUSA, competition increased in computer sales while prices continually dropped. Ironically, one of the companies that bit into their business was Best Buy. Best Buy’s name, however, is based on a key attribute, delivering low priced merchandise. So their core products can change and evolve over time, as long as they remain competitively priced. CompUSA has the same problem as Books-A-Million. You are pretty much stuck with what you start with. Imagine forty years ago naming a company TypewritersAmerica or 8 Track Nation. As silly as that sounds, that’s what so many companies are doing when they chose literal, product specific names.
The geography issue is another stumbling block. I don’t know if CompUSA ever had plans to go into Canada or Mexico, but the name would seem to indicate otherwise. What makes it even more interesting, is that as a privately held company, CompUSA is controlled by a Mexican financier. So having both product and geographic identifiers in the name can prove very limiting.
Granted, some companies survive so long, that they overcome this potential company killing mistake. One example would be Radio Shack. Obviously the name has come to mean more than radios, and though not flattering, the word “Shack” has been tolerated by their faithful. But these are the exceptions and not the rule. Business has enough challenges without self created impediments. When choosing a business name, choose wisely. Select a name that can serve you ten to fifteen years down the road.
Meanwhile, avoid the urge to start a business named MP3USA.
I just finished listening in on a webinar with Paul Gillin, author of the book “The New Influencers.” I have to give credit to any one who has the mental tenacity to tackle the multi-headed hydra of new media. In one compact hour presentation, Paul took listeners on a whirlwind tour of how social media can both make and break your company/brand/products. This is one of those emerging areas that deserves a lot of attention. Future brands will continue to be built or toppled depending on how they respond to the shift in power from top down messaging to more open, engaged customer centric conversations.
Paul highlighted in his slide show presentation where one frustrated AOL user blogged about his poor customer service experience, and went from virtual obscurity to the national spotlight in a matter of days — even being interviewed on network news and other mainstream media. Paul also shared how to use social media to your advantage, leveraging consumer feedback as a means of inexpensive, “outsourced” R&D and/or focus groups for your products and services.
Another helpful tip was how you could use Google Alerts and other services to track what customers are saying and commenting about your company. So here’s the test… let’s see if Paul finds this blog comment and comments on it! Would that qualify as “link bait?”
“The New Influencers” are very likely shaping the values and opinions about your present business, and will continue to do so even more in the future. Look to take advantage of these marketing tools, resources and opportunities as they continue to solidify and strengthen.
Tag lines can make or break a company. Nike’s “Just Do It” is arguably as famous as the company itself. For years, Coca Cola ads extolled “Coke Is It” and later “Coke Adds Life.” I can still recall (okay… I’m not that old, I just have a really good memory…) that “Winston tastes good, like a cigarette should” and that “I’d walk a mile for a Camel.” Numerous spins off have resulted from the “Got Milk?” campaign to the point where it has become part of pop culture. Apple implores the world to “Think Different,” Avis promises to “Try Harder,” and M&Ms will always “Melt in your mouth, not in your hands.”
Many, if not all, of these tag lines serve as positioning statements. They tell why the company is different or better than all the rest. If you want something that “Tastes great, less filling” then you know to reach for a Miller Lite. The old Timex ads let us know that their watch “Takes a licking, and keeps on ticking.” In this case the positioning revolved around reliability and durability.
So why then, (and here’s where I give out my #1 tag line pet peeve) do we still have tag lines that apologize for a company’s main product or service? I sometimes call them non-statement statements, and here are just a few past and present…
“We’re more than great coats” Burlington Coat Factory
“We more than just staffing” Advanced Staffing
“We’re more than a bus company” Pacific Western
“We’re more than just computer sales” Discount Computer Sales
“More than a bank” Arkansas Valley State Bank
You probably get the general idea. This type of tag line double speak is usually indicative of a deeper problem, the company brand name itself. In the case of Burlington Coat Factory, they had grown to a point in the late 90’s where coat sales only accounted for 20% of their total revenue. Rather than rebrand, they launched a $48 million advertising campaign with the tag line “We’re more than great coats.” There are a few problems with this strategy…
1. It takes an apologetic stance for the company’s main product line.
What’s wrong with being a bus company, or a bank, or a staffing company? And if there is something inherently wrong, then perhaps it’s time to re-examine the company name. If the name is too confining, too narrow, why spend $48 million to try to overcome a self made obstacle? It’s often less expensive and more effective to rebrand than to carpet bomb the media in an attempt to overwrite the literal meaning of a company name.
2. It doesn’t explain who you are, what you are or what you do.
As if apologizing for the company’s core product wasn’t bad enough, these type of ambivalent mottos leave the potential customer even less informed. If you’re “More than a bus company,” than what exactly are you? A truck company? An airline? A travel agency? Who knows!
These “More than” tag lines probably began with the intention of creating curiosity in the minds of consumers, as if they will immediately demand “Then tell me more! Tell me what you really do!” But in the busy reality of daily life, few will bother to inquire further. It just takes too much effort. And if the company can’t succinctly convey what they do, why should the consumer have to figure it out?
If you want to differentiate your company and it’s products, then create tag lines that are informative and compelling — ones that will further position you in the eyes of your potential customer. If it’s going to work, it needs to be “more than a tag line.”
If naming your company or product is driving you half crazy, then in the words of Ann Landers, perhaps it’s time to “seek professional help.” This of course sounds self serving, but it’s also a form of kindness — the kindness that comes from witnessing talented people suffer needlessly for weeks and months on end, in countless group meetings, getting tangled in a process with no clear structure or objective, other than to “get a great name.” With such an ambivalent goal, it’s no wonder the process gets completely muddled, and why many new clients call with the urgency of a dental patient with an impacted molar. “Just make it go away!”
Dan Smith was one such client, an intelligent, well thought out, well reasoned entrepreneur with numerous skill sets. But by the time he called me, he was starting to lose sleep over the naming thing. We were able to help Dan and he was kind enough in return to write an open letter to other entrepreneurs and business owners about the benefits of professional branding assistance. Without further adieu, here is Dan’s recent email…
“Why Entrepreneurs should focus on what they do best and spend the money to let Phil manage the naming process”
“Being the typical budget stretched entrepreneur I was reluctant to spend start up funds on developing a company name. I spent two precious weeks in the “do it yourself” mode and was no closer to finding a name that spoke to my customers, represented my company’s key value propositions, was available for national trademark, had the perfect tag line to accentuate my advertising efforts, and had an available domain name. After much frustration I found Phil at Tungsten Branding. We spoke on the phone and discussed Tungsten’s naming process. I immediately knew that I had found the solution for my company naming project. Phil laid out a plan that he felt would most effectively accomplish my goals and the ensuing costs involved. Rather than listening to Phil’s advice, I asked if I could just pay for “parts” of the process. Phil sighed and said he would accommodate my request even though his previous experience had shown this to be ineffective. Thrilled with my savings I said “Let’s roll with it, I am sure it will be fine.”
Four days later Tungsten Branding gave me exactly what I had asked for and then some. The information was light years better than what I had spent two weeks trying to do myself, but still did not offer the perfect name that I wanted. At this point I asked Phil if he would be willing to execute the original plan that he had proposed if I was willing to pay the price difference between what I had already paid and the original proposal cost. Thankfully Phil said yes without saying “I told you so”, we dove in, collaborated through the right process and BrightPath was born!
The moral of the story is: You have to get this right! Pay these people their money, do what they say, and focus on the things that you are great at. They are fair, fast, insightful, and really good at what they do (just look at their client list)! Thanks Phil!”
When Renee Emmett came looking for a business name for her marketing research company, she wanted a professional sounding name — one that highlighted her reputation for truly listening to her clients . The result?
Auris is Latin for ear, and while I’m not a huge advocate of using Latin for naming, it does have its place. It can be very appropriate for a consultantcy with a closely held clientele base. That because most new customer contact will be made in person and on the phone, (not via the mass media,) and therefore provides an opportunity to tell the corporate story. The questions “Why Auris?” opens the door for Renne to explain how she does business differently, by listening more intently and customizing market research to fit her client’s needs.
It would be different if this were a huge national retailer. Those names often need to communicate on a more literal basis such as Best Buy, CarMax and Linens & Things. Or a mass marketer might attempt to take over a word to borrow upon its attributes, such as Amazon, Apple, Monster and Target. But for the consultant type company, the business name must accomplish three primary goals…
1. Create a unique space in their industry. (You can check out company names in your industry by going to dmoz.org)
2. Tell a story… one that be expanded upon with further inquiry.
3. Be reasonably easy to say and spell. (Here is where the Latin can sometimes get tricky if one goes overboard)
In short, Renee did not need a “Research-R-Us” type retail name. She needed something professional and meaningful. It just goes to show there is no one-size-fits-all naming strategy for every company… each client’s situation presents a unique set of challenges and opportunities. And to find just the right branding solution requires an ear for listening, and a knack for naming.
When I first moved to the cozy little mountain town of Brevard, NC, I was struck by the incredible beauty of the place, from the Blue Ridge Parkway that weaves through the north part of the county, to the over 200 waterfalls streaming everywhere (more than any other county in the U.S.) Even more fascinating was a bunch of little critters they had here called the White Squirrels (Yes Virginia, there are White Squirrels… and unlike unicorns and leprechauns this is not some folklore) So I was a bit bewildered my first year here when the city held an event celebrating the flight of the Monarch butterfly. For this occasion they brought out two (purchased) butterflies for release. Only one made it out of the box. The other fell to the ground as the crowd of approximately a dozen people looked on. The silence was palpable.
Keep in mind that this former industrial town had just lost three major employers and was desperately looking to replace several thousands jobs. Any attempt to stir up business was laudable. But as I stood there surveying the beautiful mountains that surrounded this great city, I couldn’t help but notice the corner store on Main Street, The White Squirrel Shoppe.
That’s when the blinding bolt of the obvious struck me… “Why not have a White Squirrel Festival?” Here we were in one of the most picturesque towns in Western North Carolina and all we needed was to find that special “hook,” that “unique marketing position,” something to give people a reason to come here… and to do so in droves. Other counties could claim waterfalls, and half the country could claim Monarch butterflies. But as it turns out, only a very select handful of communities nationwide could lay claim to little known White Squirrel.
Now here’s where the power of branding comes in. With no more than a thought, a concept, the little White Squirrel, I met with the director of the Heart of Brevard. Once she was convinced that I wasn’t crazy (it took four visits) she agreed that it was a fitting idea… one that a number of individuals in the community had tossed around before, and that she would put it on the calendar for that Memorial Day weekend — only three months out.
That was four years ago in 2003. Within the next 90 days, The White Squirrel Festival was thrown together, piggy backing a music festival scheduled that weekend by John Felty of Jupiter Coyote fame. The event drew approximately 10,000 visitors, (in a town of 8,000 people) as well as generating international press and mentions on Jay Leno and Letterman.
Since that time the festival has grown in size and scope and is now the county’s number one event of the year, drawing more than 20,000 visitors this past year. It now includes a fantastical downhill gravity car event called the Squirrel Box Derby, two days of free music on Main Street, dozens of vendors, hundreds of White Squirrel sitings and thousands of visitors. Besides the obvious impact of the tourist dollars, others have benefited as well. One local resident printed a book featuring his White Squirrel photography. Another wrote a series of children’s books. And this past week, the White Squirrel Radio station (full disclosure… I joined in with 15 other locals to purchase the station) was relocated from the former owner’s garage to a storefront on Main Street.
This is all to say that sometimes when a city is struggling to define its brand, or to stake it’s claim, the pieces are right there all along. It doesn’t have to be fixed hard assets, or even geographic wonders. It can be as simple as a concept or an idea — like a bird-seed stealing furry white rodent or a funny looking cartoon mouse. So look out Orlando, Florida… here’s come Brevard, North Carolina!
When Tungsten client Harold Ware came looking for a new name for his business, he knew it needed to work on a number of levels. Having previously retired at age 47 as a multi-millionaire, Harold knew a thing or two about creating a good value proposition, and he’d come out of retirement to do just that — reinvent the way real estate professionals conduct business. Harold realized that even top producers were straddled with outmoded and inefficient systems that kept them from realizing their true income potential. He knew that because he had recently purchased several seven figure properties and witnessed first hand the lack of a comprehensive strategy for buying, listing or selling a property. This was a pervasive and systemic problem that wasn’t being addressed. Harold went to work and over the past four years developed The Maximum Value Home Selling System™. He was ready to go to market, now he just needed a great name.
After discussing Harold’s needs, we explored a number of strategies. A descriptive hybrid name seemed most in order. These types of names allude to the industry category as well as the company’s position in that industry. Examples include Jiffy Lube, Burger King, Priceline, and Quality Inns. In this case, “Max” conveys the idea of achieving the highest potential possible. “Avenue” connotes real estate, direction, destination, methodology and access. Combining them results in a distinctive new name… MaxAvenue, with the accompanying tag line, “The High Road to Success.” Notice how the use of the word “Road” in the tag line compliments “Avenue” in the name and further reinforces and strengthens the brand.
Keep an eye on this innovative company as it reinvents, redefines and improves the way real estate gets bought and sold. They’re certainly on the right path!
It started with one client’s wish to reflect her beautiful, bold web designs in her company name. Angela Nielsen had created NIC Media (for Nielsen Internet Consultants) and the name was creating considerable confusion. Not only were potential clients at a loss for what she did (media is a very broad term for everything from talent agencies to media placement firms, and “nic” is associated with a number of other online businesses,) but there was no sense of how she did what she did. So we aligned her company name around the way she created, not what she created. The result was One Lily, a high end web design shop known for eye popping design that was “Simple. Bold. Beautiful.” With the name change from NIC Media to One Lily, Angela saw an immediate improvement in the caliber of work and clientele she attracted.
But it didn’t stop there.
During the naming process, we came up with a number of similar names that portrayed beauty and elegance. Rather than being confined to web design only, Angela began to think about other ways to bring beauty into people’s lives, web design or otherwise. And that’s when it hit her… why not extend the One Lily brand with another of the names we developed, but this time offer candles, fragrances, soaps and other relaxation products. The result was BayBlossom.com, a place where you can “Nurture the Body. Renew the Spirit.”
This is what I call discovering a “pivot point,” an axis if you will, a point upon which you can “pivot” your company in a new direction… one that’s attribute based and not product based. After all, is Rolex really a watch company? Or a prestige company? And what are the ramifications by looking at things in this light?
One Lily. Bay Blossom. Two beautiful names with one mission in mind. That’s how great branding can help a business flourish.
