What's In A Name?

In a recent article for Women Entrepreneur, Nina Kaufman of "Ask The Business Lawyer" fame wrote about the niceties of naming a business ("Legal Niceties of Naming A Business").  Detailing all of the questions and cautionary steps that a wise business owner should take into consideration when naming their business I couldn't help but ask that age old question, "What's In a Name?".

It should be of no surprise to you that large companies spend thousands of dollars on naming products and subsidiary companies.  Its as much about getting the "right" name as it is creating one that can be pronouced easily, doesn't have negative connotations in other cultures, and obviously doesn't offend.  But another consideration that weighs in would be how does it look.  Yes, how does the word look when spelled out in lower case, upper case, what fonts would compliment it, and how does it lend itself to graphic design.  Feeling completely duped yet?  Its true not all brands are a derivitive of a family legacy or a favorite pet. 

My intention isn't to tell you how to name your business (although for a small fee we can discuss).  But at this point I do feel compelled to share with you not only Ms. Kaufman's legal advise but "The 10 Commandments of a Great Business Name" by Darrell Zahorsky.  Not only because its ridiculously valuable but because I think my mom must have read it.  When I asked her about my name she said she wanted something easy to pronouce pheonetically, couldn't be shortened to a knickname, memorable and balanced with my last name (which used to be Morgan).  What the...??? Is it any wonder that branding became my passion and I strive to live my brand every day?

Keep in mind that as a business owner your business is a direct extention of your personal brand.  If you haven't taken the time to get clarity around what your own brand is how can you impart strength, wisdom and credibility into the brand of your company.  Of course I wouldn't be worth my weight in salt if I neglected to mention that one of the most important aspects of developing your personal brand is communicating it visually as well as verbally.  Remember, if you are your own brand then your wardrobe is your logo.