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322 Part VI: The Part of Tens

Aim for an original name that stands apart from the pack.

Avoid names tied to dominant local geographic features, as they tend to get
lost in a line-up of similarly named businesses. For example, in a mountain-
ous area, you’ll find names like Mountain View, Mountain Comfort, Mountain
Country, Mountain Cycle, Mountain Pine, Mountain Shadow, and a mountain
of other similar and easy-to-confuse names.

Is It Universal?

The Internet gives every company access to a worldwide market, so think
globally as you settle on a business name. Look for a name that has a positive
connotation in a range of major languages — and especially in the languages
of those you feel may represent future markets for your business.

Is It Memorable?

Look for a name that reflects a distinct aspect of your company.

Businesses named after their founders are easy to remember because they link
to the face of the owner, which triggers recollection of the name. Similarly, busi-
nesses named after a physical characteristic (Pebble Beach, for example) are
memorable because the unique attribute creates such a strong impression.

Strong logos that reinforce the name also add to consumer recall of names.

Can You Live and Grow with This Name?

You’re going to live with this name a long time, so the most important ques-
tion of all may be Do you like it? Ponder this question alone. Names are like
ads in that they don’t get better as they undergo consideration by a commit-
tee. It’s your business. Be sure that you like the name and that you’re com-
fortable saying it, and you’ll be proud repeating it countless times over years
to come.

And that leads to the next most important question: Will the name adapt to
your future?