Business Naming Basics

The other day in the blog about Business Naming: the Poet’s Role I recommended alliteration as an effective business naming technique.

In fact my own company name, Signature Strategies, is based on alliteration. So was my first company’s name, Marketing Matters.

But notice anything else about both those names?

Well, they both rely on double meaning as well.

“Signature” is not only appropriate for a branding agency because I help clients develop a “signature”, it also means “premium” as in Signature Soups.

And “Matters” means, according to my American Heritage Dictionary, “a business affair or thing” as well as “to be of importance”.

So why is this a good thing?

People like the “aha” feeling they get when discovering a name has a double meaning. They “get it”. It’s like discovering an “Easter Egg” in a piece of software. They also like to pass it on so they’ll look smart.

So both those company names use two techniques, alliteration and double-meaning, to enhance memory and introduce a pleasant feeling that can develop into a branding success.

Related business naming posts:

1. Business Naming: the Poet’s Role Company names that rhyme are memorable and pleasurable. So are corporate names built upon alliteration....
2. A Company Naming Trend to Avoid Naming your business using double-e’s and double-o’s are perfectly acceptable in the middle or the end of a word, but...
3. Why Limit Yourself to 26 Characters When Business Naming? Why limit yourself to 26 characters when business naming? There are other characters and symbols that can be used when...
4. Don’t Let Business Naming Frustrate You Into a Second-class Name Here are four major ideas that can help you adopt a “killer” name with the least amount of angst. When...

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