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1. DO make it obvious what your
company provides.
While industry leaders like Google,
Apple and Nike can get away with hav-
ing an abstract name, it’s best to stick
with something that describes what you
do. It doesn’t have to be entirely
straightforward, but including some
form of promotions, marketing or
branding in your name will help people
figure out what you do without much
marketing or guesswork.
Take it from Chris Manfredini,
president of distributor Mavich
Branding Group (UPIC: MAVICH) in
Southlake, Texas. “Mavich Branding
Group was created by combining the
OUR COMPANY NAME
lays the entire founda-
tion for your business and your brand. It’s how
people will remember (or not remember) you, so
you want your company name to be unique and meaningful to
you, but also convey what your business is about. To help you
get off to a good start, read on to learn the best practices to
follow when it comes to choosing a name for your business.
Y
WHAT’S IN
YOUR
NAME?
EIGHT BEST PRACTICES FOR CHOOSING A COMPANY NAME THAT STICKS
BY BROOKE VAN POPPELEN
OCTOBER 2015 •
PPB
• 23
INNOVATE
MARKETING