Many start-ups, especially in the internet space, chose unusually-spelled names in order to give themselves some sort of edge.
While this can provide a nice point of difference, it can confuse people. Bear in mind that Twitter once tried to be a bit too clever by calling itself ‘Twittr’, before coming to its senses.
Do you really want to be forever spelling out the name of your business and explaining to people what on Earth you were thinking of?
Just as importantly, you need to ensure your name isn’t confused for anything else. If you’re called Phaser, for example, that could easily be mistaken for Faser or Fazer. Your search engine traffic will suffer as a result.
While it’s important to not be confusing and a bit of a try-hard with your business name, it’s also damaging if you play it too safe.
Just think about the number of businesses which have terms like ‘management solutions’ in their titles. These names conjure up images of uninspired, mass market firms.
You also don’t want to box yourself in with your name. Businesses like Google and Amazon have titles that have little to do with what their businesses actually do – allowing them to not be defined solely by books or search results.
Marketing expert Adam Ferrier says: “Ensure your name is not limiting your business by talking about a product or place if you have plans to stretch into other businesses or locations.”
“The Virgin empire was going to be called Slipped Disk Records when it started as a record shop. How different their fortunes would have been.”
If your name isn’t working out, don’t delay. You need to ditch it. Don’t be so taken in by your own genius that you can’t realise you’ve made a mistake.
“No other thing you ever do will ever communicate as much about your business as your name will,” Ferrier says.
“A good name will inspire people, creating energy and opportunity. A bad name will confuse, or limit your businesses potential.”
“So, in a word, change it. If you’re not completely happy with it then change it, the cost of doing so will soon be forgotten.”
