THE POWER OF NAMES
Posted by: Brian Webb | Sunday, September 23rd, 2007 | 10:16 PM
I can’t even remember how many instances in which a prospect shared with me, that the reason they called us… or selected our company to call from a list of our competitors… was sheerly because of our name. They just had to find out more about LOUD! Creative Group.
“I saw your company listed in the Houston Business Journal, and I had to find out more about the company with a name like LOUD! Creative Group.” said a recent prospect.
Why do Fortune 500 companies pay over $35,000 for a name? Because names make a company’s first impression. First impressions are crucial, and convey much of the little information about you that the prospects have.
Think about it for a moment… It’s not a gear shift… it’s a “Magnesium Paddle Shifter.” It’s not just water… it’s “Propel Fitness Water.” It’s not just a family diner… it’s “The Cheesecake Factory.” It’s not just an electric razor… it’s the “Braun Contour.” It’s not just hand soap… it’s “Tranquil Mint Aromatherapy.” It’s not just a personal computer… it’s a “Quad-Core Mac Pro.” Clearly I could go on and on, but I think you’re getting the point. Whether you’re naming your company, your organization, your service or your product… names matter.
In his book; “Selling The Invisible,” Harry Beckwith articulates this very well. He suggests that you put your name to the “Information Per Inch” test. How much valuable information per inch does your name imply?
A wonderfully named San Francisco based company perfectly illustrates the “Information Per Inch” principal. “NameLab”, a company that specializes in naming products. With lighting speed, NameLab’s name suggests the company takes a near scientific, analytical approach to developing names… something distinct in its industry.
Beyond that… the freshness and slight whimzy of the name also suggests the companys capacity for creative, right brain thinking. “NameLab” conveys a powerful double meaning to its prospects… with an excellent information per inch ratio…
Ask yourself… If you needed a name… Whom would you call first… Names Inc., The Name Company, or NameLab?
A week later… which comany’s name would you remember? Give every name you consider… the “Information Per Inch” test.
Please feel free to share your comments. I’d be thrilled to hear from you.
