Named for Success

Victoria’s Secret is a great name for for a lingerie business, unique, relevant, appealing easily understood and remembered. The store title brings up images of hidden dreams. The lingerie retailer fulfills the secret desires of men and women alike. The runway shows, catalogs, website and stores have transformed men and women’s purchasing patterns of lingerie.

Actors and singers understand that names can attract or detract customers.

• Katy Perry - Real Name: Katy Hudson. Changed to avoid confusion with the already famous actor Kate Hudson.

• Joaquin Phoenix - Real Name: Joaquin Bottom. The reason for the change is obvious. Although his first name is still very confusing at least it is original.

• Olivia Wilde - Real Name: Olivia Cockburn. Nasty

• Elvis Costello - Real Name: Declan McManus, actually, he looks more like a Declan than an Elvis don't you think?

• Ralph Lifshitz - he didn’t think his name had enough panache for a business. He changed his name to Ralph Lauren. His Polo brand has revolutionized global marketing. Consumers wear his logo with pride. Why? Because his products are superior and he built an outstanding brand that all started with the company name – Ralph Lauren.

The following is a list of guidelines when developing business names.

1.  Make it brief: Think about the speed in which you drive past a business, click through a webpage, or walk down a street. Customers need to be able to read your company sign in a matter of seconds.

2.  Create a positive image: Positive images can be created through a word, a font, colors, and/or backgrounds.

 
3.  Create visual appeal: Imagine your company sign above your building doorway. Does it look visually appealing from afar? Does it represent your desired image? If not, the company name needs to be rebranded. Top considerations include the location, target market, and products or services offered.

4.  Be consistent. Use of the same font, color, and style is critical. Train your customers to readily point out every time they see your company logo, brand or name. Consistency demonstrates to the customer a sense of reliability, confidence and control, all valuable assets for any business.

5.  Be unique: Avoid using a name that is used by another company. A name that even similar to another company can cause legal difficulties. At the very least, consumers may become confused and patronize your competition.

Some of the businesses that have undertaken a naming process with Inkredible Rebranding are;

•  ARChitectural - James Hardie (new name)
•  Search and Be Found, (formerly Ezyweb)
•  Lead Your Industry, (formerly Global Strategic Growth)
•  Human Spaces (formerly Jill Gleave Architecture)

Source: Forbe and Thought Catalg