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Who Are You...

Naming Your Business

Before you say “I’m going to open a business called XYZ Company”, there are a few things you should consider.  Most importantly is will it sell?  We talked a little about surveys in our last newsletter.  If  you asked 100 people you plan to sell to (people who would be likely to buy what you offer) what they think a good name for a company like yours would be, what would they say?  If your name doesn’t IMMEDIATELY create an image in their minds that matches what you are about, you fighting an uphill battle before you start. 

How will People find you? If you are a plumber and rely on phone listings, having a name that starts with “A” is important.  If you are an online merchant, including “.com” might help.  There is a lot to consider in this area.  We can help you pick a winning name.  Contact us for details. 

Learn more about naming your business

Create a Theme

Now that you have started with a name, you have to look across every way that you present your business for consistency in delivering your message.  This is done by having a theme.

Themes convey the value statement of your company.  Themes should be identifiable in your name, your logo your slogans, your literature.  DisneyLand’s Theme is “The happiest Place on Earth.”  It is used as a slogan sometimes, but more importantly it is seen in the smile of their Meme, the costume smiles of all of their characters, and happy looks portrayed on the faces shown in their ads.

Building your theme is just like identifying the right name for your company.  Your customers, suppliers, and possibly competitors know what makes what you offer sell.  Your theme should convey that you are what your customer is shopping for.  Each way you address your customers and prospects must be consistent with your theme.

Get A Meme

You may not no what Ray-O-Vac’s theme is, but I’ll bet you know what Energizer’s is!   In addition to the theme of “It keeps Running, and running,…” Energizer uses a meme:  The Energizer Bunny.

A Meme is a characterization of your business.  It could be incorporated into your logo, or separate.  Memes can give your company a personality in a sea of competitors.  A great example is Truly Nolan pest control in Phoenix.  Their vehicles are all painted yellow and dressed up to look like mice.   There are well over fifty pest control companies in Phoenix, but if you ask anyone who has lived here to name three, Truly Nolan will always be on the list.

Meme’s must convey your theme to be effective.  If your theme is Fast delivery, and your meme is a turtle,  your killing yourself.   Creating an effective meme can be done quite easily by following some simple guidelines.  Contact us for more details. 

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