Crafting a successful guerrilla marketing strategy involves a critical decision – choosing the perfect name for your company. Your name can say a lot about who you are as an organization, what you do, and your level of sophistication. Here are 5 rules when determining what to name your company.
1. Memorability Matters:
In the ever-expanding landscape of businesses, startups, and ventures, standing out is not just an advantage; it’s a necessity. Amidst this sea of competition, the significance of a memorable business name cannot be overstated. It goes beyond being a mere identifier – it is your initial handshake with potential customers, a first impression that lingers.
The goal of selecting a memorable name should be to cut through the noise, build a positive and lasting first impression, and inspire brand loyalty. Your name is going to be the first interaction that your customers have with you. As the old adage goes, “you never get a second chance to make a first impression.” Take the time to select a name that is memorable and doesn’t have any sort of negative connotation to it.
Action Item: Choose a name that is unique, catchy, and easily recallable.
2. Identity and Connection:
Your business name isn’t just a tag – it’s the key to setting your brand apart. It’s not about having a fancy label; it’s about having a name that reflects who you are and connects with your customers.
Your name is your fingerprint, capturing who you are and identifying you to the world. In a busy market your name can convey your core values and what you as an organization believe in. Think about Nike, named after the Greek goddess of victory. Their goal was to align their brand to victory. Do you want to win, then wear Nike. What do you want your brand to represent?
Action Item: Infuse your name with meaning.
3. SEO Optimization:
When people look for something online, they usually Google it, right? Your business name can make a big difference in how easily you pop up in those search results. Use words that people might type in when searching for what you offer, and you’re more likely to be at the top of the list.
Tip: Think about what words people would type in to find a business like yours. Try slipping those into your business name for a boost in Google search results.
An SEO-friendly business name isn’t just for computers; it’s for people too. Keep your name short, sweet, and easy to remember. The goal is for everyone you interact with to remember you and come back for more. Search engines like names that people like.
One thing I will caution you on is selecting a name only because it’s trending online. You don’t want to isolate yourself to a specific trend because when that trend dies your business could too.
Action Item: Research keywords associated with business and try to integrate them seamlessly into your name while ensuring it remains natural and reflects your brand.
4. Keep it Short
Short business names have a distinct advantage when it comes to instant recognition and recall. In a world bombarded with information, simplicity is best. A short name is more likely to stick in the minds of customers, making it easier for them to recall when they’re in need of your products or services. Along with keeping your business name short make sure it isn’t complex and hard to pronounce. If you customers can’t spell or pronounce your business name, how are they going to share all the good news about your company?
Action Item: Keep it short. Remove any “filler” words from business names when you can.
5. Don’t Gridlock Yourself
Striking the right balance in naming your business involves navigating between the extremes that can inadvertently limit your growth potential. You want to watch out for two main extremes and they are a geographical extreme and a name that is either to unique or to service niched.
Let’s first look at the geographical gridlock. Opting for a business name tied explicitly to a particular location can inadvertently constrain your growth aspirations. While local pride is commendable, a name that overly emphasizes a specific city, state, or region may pose challenges when expanding into new markets. On the flip side, crowning your business with “global” or similar expansive terms may seem like a strategic move, but it carries risks. If your business primarily serves a local or specific regional market, an overly global name can create a disconnect. It may give the impression of a larger scale than reality, potentially leading to customer confusion and a mismatch of expectations.
It might be best to keep any sort of geographical references out of your business name for simplicity. You will never have to worry about geographical gridlock then.
The other area is when your name defines your niche or to unique. A business name that tightly revolves around a niche job function or a specific service offering, like Jim’s iPhone Repair, might be a double-edged sword. While it can be advantageous for immediate brand clarity, it may pose challenges when diversifying into new service areas. Does Jim’s iPhone Repair also fix Android phones or even other Apple products? The danger lies in outgrowing your name, forcing a rebranding effort that could erode the brand equity you’ve built. While steering clear of overly specific or grandiose names, be cautious of falling into the trap of generic monikers. A name that is too commonplace or indistinct can hinder brand recognition. In a crowded marketplace, being indistinguishable from competitors may result in missed opportunities for customer engagement.
This is a balancing act. Be clear on your goals as a small business and choose a name that reflects those ambitions.
Action Item: Unless needed keep geographical locations and specific offers out of your business name. Don’t constraint yourself before you even start your business.
Key Takeaways for the Guerrilla Marketer:
Challenge Conventions: Follow the guerrilla marketing mantra of being unconventional. Choose a name that disrupts norms, challenges expectations, and embodies the spirit of thinking outside the box.
Tell a Story: Infuse a narrative into your name. Make it more than just a label; make it a story that engages and captivates your audience. People remember stories, and memorable stories make memorable brands.
Guerrilla marketing success begins with a strategic choice – your business name. Let it be a name that resonates, captivates, and embodies the essence of your guerrilla marketing campaign. Armed with these key insights and actionable takeaways, you’re ready to unleash the power of guerrilla marketing through the art of choosing the right name.
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