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chance people won’t be able to find your cor-
rect website. You won’t always have a business
card on you and you’ll soon grow tired of
having to spell out your company name or
email for people.
Likewise, if your company name is diffi-
cult to pronounce, it could weaken your
brand awareness because people may pro-
nounce it differently, causing some to think
these are separate companies.
7. DO compile a list of keywords.
Or, rather, make a list of unique selling
points or benefits you provide. If you want
to be known as the most affordable promo-
tional product distributor, you may want to
consider using the keyword, “discount.” If
you want to communicate that you only sell
the highest quality products, you may want
to consider synonyms for quality, such as
diamond and A+.
When brainstorming a name for their
company, David and Eric Natinsky, SAGE
president and CEO, dove into a thesaurus.
“We looked up synonyms for wise because our
business tools make people wiser, and a sage is
someone with profound wisdom,” says David.
8. DO consider how your name will
affect your brand as a whole.
Your company name will shape your
entire brand, so you’ll want to consider this
when choosing yours. A great example of a
company name that inspired an entire brand
is Blue Monster Promotions. This Wildwood,
Florida-based distribution company is owned
and operated by Marc and Cheryl Kozak,
who got their inspiration for the name from
the Pixar hit movie,
Monsters, Inc.
“Blue Monster is all about it being okay
to stand out in a crowd. Be different and
unique. Be proud to be a monster,” says Marc.
The entire Blue Monster brand sticks to the
monster theme. From their website, to their
social media, to their mascot EULB the blue
monster (blue spelled backwards), and even
to them dubbing themselves Doctor and
Nurse Blue, the Kozaks have stayed on brand
and it’s paying off. Because of their name,
their brand has become so popular that they
now sell their own branded merchandise with
their mascot on it.
Whether you’re just starting out or are
considering a rebranding, take time to think
through these best practices. By tapping into
your creativity and avoiding some of the
common mistakes, you’ll be able to create a
name that will shape your business with an
eye to the future.
Brooke Van Poppelen is
marketing communications
coordinator for SAGE.
OCTOBER 2015 •
PPB
• 25
Your company name will shape your entire brand, so you’ll want to consider
this when choosing yours.
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