As a branding strategy, having a very common name can be a big problem. If I were to use my name alone in my business dealings, it would be very difficult to find me among every other Janet Hansen between here and Denmark. It’s so common I have a sister-in-law with the same name causing confusion in conversation alone. Addressing the commoners, which Janet are we talking about?
When I named my PR agency, I thought the name Con Brio [cone BREE o] was easily identifiable among musicians. Turns out many don’t know the musical term, its meaning or how to pronounce it. English mangles the pronunciation of the Italian term giving it a bad rap straight away. Then when I began receiving Google alerts years ago, almost every single one had something to do with chamber music, not the name of my business. Gah!
Scout66.com is by far the most widely known brand in the small bevy of companies I oversee. It’s got a poetic slant borrowing my nickname from the feisty little girl in “To Kill A Mockingbird,” as well as references to Route 66, and what Steinbeck called The Mother Road.
Anything at all you can do to brand yourself far and away from the common name you may share with hundreds or thousands is very important, yet if you go too far over the edge it can be even worse.
Naming your company is as important as any name you need to pick out for something very special in your life. It needs to ring and resonate for the right reasons associated with what you do.
Of all the work that goes into creating a brand, the naming process is probably the most fun. So have a good time and experiment with everything…..the silly, the sad, the serious, and the absurd. When you arrive at several possibilities, begin thinking of the next step: What does it look like visually?