Choose a Keyword For Your Business

What do customers think of when they think of you?
1 min read
Opinions expressed by Entrepreneur contributors are their own.

Two customers cannot own the same word in a prospect's mind. Federal Express can own "overnight" but it can't own "worldwide." DHL owns "worldwide." Don't try to usurp a word that's already associated with another company; find a word that no other company owns. That's easier than trying to muscle in on someone else's territory.

Excerpted from 303 Marketing Tips: Guaranteed To Boost Your Business

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur