How Important is Your Company’s Name?

June 17th 2014       Sally Ormond       Branding, company name, customer service, professionalism

How much thought did you put into naming your company?

It’s not something I’ve really considered before, but a recent question on a Facebook group got me thinking.

Everyone wants a name that’s memorable, but is that the only way to get your business noticed? I don’t think so.

Granted, a catchy or clever name may stick in the mind, but surely your whole brand is more important?

Brand versus name

People may well remember a name if it’s quirky enough, but that doesn’t mean they’ll remember what the company does.

Your brand will say a lot more about you.

I’m not just talking about your logo or website and stationery design, I mean the whole shebang.

Your brand incorporates the look, feel and ethos of your business. Let’s face it, I’m sure you’d rather your company was remembered for its exceptional service rather than it’s bizarre name.

In my view, and feel free to disagree with me, the memorability of your business is made up of the following aspects (in no particular order – except for the last one):

1. Customer service

How you deal with your customers will have a huge effect on your success or lack of it.

It’s essential their great experience starts as soon as they come into contact with you, which could be through your website, Facebook page, Twitter feed, YouTube channel, newsletter etc.

From the instant they discover your company, your customer service has to be first rate.

2. Professionalism

If you’re sloppy in your communications or attitude, you’ll lose customers. Every touch point is important, including your general email communications. If they’re badly written or full of typos and grammatical errors, you’ll be letting your company down.

Whether you’re talking face to face, over social media or through other electronic means, you must be professional at all times.

3. Personal touch

Some might argue that being professional and personal isn’t compatible, but they’re wrong.

If you’re willing to take the time to go that extra step – checking to make sure they’re happy with the service they received, sending them information they’ll find useful, offering an after sales support service, always calling them by name etc. – your company will be remembered and people will come back.

It doesn’t sound like much, but this is where smaller companies can make a big difference and out do their larger competitors.

4. Quality

It should go without saying, but everything you do must be of exceptional quality. Regardless of whether you sell a product or a service, your customers demand the best and it’s up to you to make sure they get it.

5. Name

As already mentioned, a catchy name will only get you so far. Your overall brand (including all the points above) will determine whether you are remembered or not.

A customer would much rather deal with a company with a mundane name that offers exceptional service than one with a cool logo and moniker.

How I got my name

My company is called Briar Copywriting – nothing particularly flashy in that. It just so happened that my house name was The Briars and so it seemed as good a name as any.

But that’s not what keeps my clients coming back. That’s down to the quality of my work, the personal touch and my willingness to go the extra mile (a horrible cliché, but one that serves a purpose here).

If you’re just starting out, don’t lose sleep over the name of your company. Instead, put your energies into developing a brand that’s memorable.

 

Tags: Branding, company name, customer service, professionalism
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