We argue - Yes!
Getting your company name nailed from the start is arguebly way more important than your logo as it is the first step in defining your brand.
A logo is changeable. A name isn’t quite as versatile.
1. It's handy if your name conveys what you actually do
This ISN’T a rule, but it is handy. You wouldn’t look at our brand “Logo Logo” here in New Zealand and wonder what we do.
A Plumbing company would be better to have the word “Plumbing” or “Plumbers” in their name to avoid confusion – unless there is scope to move more into project management and offer other trade services in the future.
Think about successful non-fiction books – chances are they state what their book is about – which tells you whether it’s worth reading the blurb or not.
2. Say it Out Loud
You might be surprised what a huge difference this makes.
For starters, people need to easily say the word/words in order for them to memorise it.
You also don’t want someone on the radio butchering it if the name is too much of a tongue-twister.
Another (very important) reason to say it out loud to avoid a situation where your name is saying something unintentional. For example. let’s say your initials are: “RC”. That could sound like “Arsey” – which you may not want your brand to be associated with (Unless you have an edgy underwear brand).
3. Initials are boring
I’m sure you could cite all sorts of successful businesses with initials. Yes, you can.
But look, they’re boring.
Those mega-corporations can also get away with it because they’ve been around forever AND they have scullions of dollarino’s.
Initials are lazy. Avoid those.
4. Shorter is Sweeter
Again, humans are simple and we have a lot of information to process these days.
Make it easy for the person who is trying to absorb your name.
Instead of “Techno Vision Computer Literacy Courses” Go with “Techno Vision” and possibly add the rest as a byline.
Think Google, Yahoo, Starbucks, Wendys, Ikea, Volvo etc.
5. Be Unique to be Competitive
Research your competition and make sure your logo isn’t too similar to other companies.
But not tooooo different that people assume you’re in a totally different industry.
6. Love it.
Ultimately, your business is your baby. You need to love it and get behind it 100%.
And when you need a logo, let us know!