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 Marketing… “The Art of Listening”

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.