What's in a Name?

Quite a lot, actually.

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People spend months naming their children and agonise over what to call a new puppy, yet when it comes to naming a business, a decision that could shape its success for years, it often becomes an afterthought or three part series description.  

A business name is far more than a label. It's your first impression, your identity and often the reason people remember you or don't. The most memorable brands are usually the simplest: Apple, Google, Nike and Lego. They're distinctive, easy to recall and instantly recognisable.

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In today's world, where we're bombarded with advertising and endless content, attention spans are short. If people can't remember your name after one interaction, chances are they won't remember it later.

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Then there are acronyms.

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We've worked with countless start-ups that carefully choose a business name, only to immediately shorten it into an acronym that means absolutely nothing to their audience. For nearly 30 years, redhotblue has never been referred to as RHB. Why? Because R.H.B. could stand for almost anything.

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Of course, Australians love shortening names. If your business name is too long, chances are your customers will create a nickname for it anyway. But if some people know you by your full name, others by an abbreviation and others by an acronym, you risk creating confusion and diluting your brand.

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There are exceptions. Kentucky Fried Chicken successfully became KFC as part of a deliberate rebrand to modernise the business and broaden its appeal while minimising the focus on “fried” food. The key was commitment. They didn't switch between the two names they fully embraced the change.

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And then there are names that should never leave the brainstorming session.

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One client proposed the name Australian Risk Strategy Engineers.
Sounds professional enough… until you abbreviate it.

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A.R.S.E.

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Memorable? Absolutely. Ideal for a business? Probably not.

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If you're starting a business, try this simple test: tell ten people your proposed name and ask them to repeat it the next day. If they can't remember it, or they all remember it differently, then it’s time to think again.

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If you're considering a rebrand, pay attention to how your customers already refer to your business. Their habits can tell you a lot about what is, and isn't, working.

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At the end of the day, your business name is one of your most valuable marketing assets. It's the word people search for, recommend and remember.

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So don't rush it.

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Give it the same consideration you'd give naming your child.

Or at the very least… your dog.

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