Business Naming Basics

In business naming, the use of specialized dictionaries of commonly used clichés, colloquialisms, idioms and slang expressions can be valuable.

You may find appropriate names there, and if someone has not already preempted them, they can be yours. I’m thinking of expressions like “Bug Out” for an exterminator, “Close Shave” for a barber, “The Acid Test” for a laboratory.

But there’s another and better use for these dictionaries.

You can find expressions that apply to the opposite of the benefit or tone you wish to adapt and substitute your own word for an offending word. These are often negative phrases to begin with which you make positive with the word switch. You may also find other word substitutions that aren’t opposites, just refreshing twists that generate an “aha” reaction with readers.

A prime example of this technique was the naming of Sears up-scale home furnishing stores: The Great Indoors. We’ve all heard of the expression, the great outdoors, so when Sears adopted this switch, they had an instantly memorable, fresh and appropriate name.

Now this technique takes some time and effort to isolate those phrases that have the right attributes. I personally have been successful with this approach only once or twice, but if you find another The Great Indoors, it will be worth it.

Here are two I’ve created that saw the light of day:

Grapes of Goodness (from Grapes of Wrath)
Phi Beta Data (from Phi Beta Kappa)

In the box above are several clichés I thought might potentially yield substitution-naming results. I challenge you to find potential name candidates for each. If you have one or two you’re really proud of, share them with us by posting them in the comments area below. No prizes, just the satisfaction of showing off your creative nature.

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