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Entrepreneurship

What’s in a Name – Business Branding Guidelines [Video]

What’s in a Name – Business Branding Guidelines

Naming your business is arguably one of the most important steps in starting your business. A good business name is going to resonate your target audience, and also acts as the primary carrier for word of mouth referrals, so you want it to be something that your customers can identify with and something they can share easily.

Additionally, your business name encompasses not just what you offer, but your brand and your company goals. It may be directly related to your services, how you want people to feel about your brand, company culture, and possibly be affected by or directly affect other business aspects such as your logo or website design. For this reason, your business name could either be a vehicle to your goals or an obstacle in the way of getting to your goals.

One of the primary things to consider when naming your company in relation to your area and the services you offer is to watch out for pigeonholing yourself with your name. This, of course, is UNLESS you want to “niche down” on a particular service or a very specific target audience. In many situations, zeroing in a specific service as your business name can positively affect your company’s SEO and referability.

One other thing to note about niching down like this is that when starting a business, it’s not uncommon to “think small” and focus within a niche community. However, as businesses grow, your scope of services or customer base may also grow considerably. This is where rebranding comes into play, a process which encompasses all of the same aspects involved in naming your initial business.

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