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What's in a Name?

Possibly your entire image. Before you rush to get your product on the market, take the time to choose the right name.

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This story appears in the October 1999 issue of Entrepreneur. Subscribe »

Think about the last time you named a child or a pet. For several days--maybe months--you focused on finding the perfect name. While watching TV or reading, you noted characters' names. When a movie was over, you scanned the credits. In the shower, you said the names aloud to hear what they sounded like. A great deal of effort was devoted to the task because you knew you'd have to live with your decision for years to come. The task of choosing the name for your company and products can be just as excruciating.

A company name is important for many reasons. It's the first thing a consumer comes in contact with; and as you probably know, first impressions count. A name is also the single most visible attribute of your company or product. It's the cornerstone of all advertising, printed on all company materials and packaging. A good name portrays a personality, stands out in a crowd and is memorable.

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