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IS YOUR COMPANY NAME MEMORABLE?
When I (Linda) launched my graphic-design
company many years ago—in the days before Turtle 2
(Lisa) came along—I thought up the name Flying Turtle
because I love turtles and the way they gracefully "fly"
through the water.
I've since learned that my choice was a smart one, straight
out of the Marketing 101 textbook. Why? People never forget
it. When it comes to marketing, a memorable company name
is the perfect place to start.
There is now an entire Turtle culture. Clients want to
know how life is in "Turtleville," how the "Turtlemobile"
is running—and if one of us is missing at an event—where
the other "Turtle" is. Sometimes they confuse
Linda and Lisa, but they know they can always call us by
our reptilian nickname. One client even dubbed us Turtle
1 and Turtle 2.
A company name can evoke emotion, inspire your audience
to act and create a sense of authority, expertise and trust.
Are you in the process of naming or renaming your business?
Here are some pointers that may help you focus and strategize:
Be Direct
Don't keep your audience guessing what it is you do; consider
a name that is straightforward. While Flying Turtle is ambiguous—and
could be anything from a pet shop to a scuba-diving outfit—adding
Marketing to the name clarifies our role.
Be Clever
Give your audience a smile, chuckle or something to ponder.
Names that tap into the imagination tend to be memorable.
How can you forget appellations like the Hog's Breath Saloon,
the Barking Fish Restaurant or Royal Flush Plumbing?
Be Careful
Crazy about acronyms? Many organizations are, for example:
MADD (Mothers Against Drunk Driving and GASP (Group Against
Smoking in Public). Home Box Office is famously known as
HBO, while ESPN was once the Entertainment and Sports Programming
Network. Of course, steer clear of potentially offensive
groupings (i.e. Corporate Redevelopment
And Planning), and consider the possibility of
going public—ticker symbols are created from your company's
initials.
Use Taglines
Until you're a Nike, a Target, a Starbucks or an Apple,
you may need more than a name to convey what it is you do—and
this is where taglines come into play. They can provide
much-needed clarification, for example:
• Sweet Tulip - Luxury Wear for Little People
• The Crusty Crab - Frying the Best Fish in Bikini
Bottoms
• The Authentic Mom - Self-Exploration Groups for
Mothers
Here are a few company names I'd like to share with you—I
won't reveal which I like and dislike. Can you guess what
product / service they offer? You decide how effective they
are:
• DreamWorks
• McData
• Mold Busters
• Tiki Taco
• Power Quest
• Urban Outfitters
• Voice Pump
Have you seen a company name that stopped you in your tracks?
Given you a good chuckle? Or really puzzled you? Please
share
them with us and we'll publish your findings in our
next e-Flash.
NEED A MEMORABLE COMPANY NAME?
Don't wait another minute — contact
the
Flying
Turtle Marketing team TODAY!
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