Why is a business name important when considering branding options
WHY IS A BUSINESS NAME IMPORTANT WHEN CONSIDERING BRANDING OPTIONS
What's in a Business name? Quite a lot actually. Remember that Shakespeare guy?
When Romeo frets that his romance with star-crossed lover Juliet is doomed because they are from opposite sides of a heated family feud, she evokes the most tender metaphor in all of literature: "What's in a name?
That which we call a rose/by any other name would smell just as sweet." Translation: "Get over it, dude! Your name could be Reeks O'Fish and I would still totally heart you."
But a few complications have emerged since 14th century Verona that challenge Bill the Bard's take on love.
First and foremost, we live in a frenetic age by comparison. One where minutes are scarce but demands are many.
One where we are texting our boss while grappling the butter knife away from our five year old intent on sticking it in the electrical outlet as we attempt to guzzle our morning coffee while checking our status on Facebook, whilst Googling the number of minutes it will take to calorically burn off the vanilla soy latte that we have now spilled on our laptop because our obnoxious Big Sis just Twittered that awful pic of us in that "muffin top" bathing suit! Who has time for Romeo and Juliet?!
That's why the zeitgeist of our techno-slave age is iconography: big ideas, simple imagery and most of all, Branding - with a capital "B".
Good Business names list: Think it makes a difference that you are on Facebook now instead of “The Facebook” - a name Mark Zuckerberg originally intended for his ubiquitous time devouring invention? Of course it does.
Facebook has a confidence and familiarity about it; a universal ring. By comparison The Facebook sounds parochial; insecure. Like some junior college calling itself "The University".
But some good business name brands were right from the start. Ettia Tal, a highly regarded trained aesthetician, built Innovative Healing Touch into New York's most elite day spa with her unparalleled credentials as a medical professional and holistic advisor.
When she decided to share her exceptional expertise with the rest of us mortals through organic skincare products, she preserved the business name. After all, IHT conjured an image of quality and substance to those who knew Ettia and her exceptional work.
But Ettia is not a woman to stand on past achievements. She saw both the promise and challenge of the internet.
While Facebook, Twitter and other online platforms allowed her to reach more people, most of those folks lived outside of New York and weren't aware of Ettia's stellar reputation or the superb offerings of Innovative Healing Touch.
So, she made a change. Why? We hate to disagree with Mr. Bill, but there actually IS something to this whole name game.
Brand Innovative Healing Touch is not going away. Ettia sees her business name IHT as a broader umbrella for health advice, cranial massage, and the holistic lifestyle. But the skin care and beauty division of IHT will now be known as....drumroll please......
Beauty Beyond Skin Deep.
You'll still be surfing over to InnovativeHealingTouch.com to purchase the beauty industries finest all natural skin care products, like Coats Aloe, Dermasolve and Spa Technologies.
But on Facebook and Twitter, we will be known from this day forward as Beauty Beyond Skin Deep.
So what's in a business name? Ettia isn't satisfied to sell you something that just makes you look good.
She just doesn’t want a good business name but also wants products that are genuinely healthy - that's why she focuses on organics and products free of contaminating chemicals and preservatives.