What’s in a Name?

What’s in a Name?

People ask me all the time whether or not the name they’ve chosen for their company is a good one. Or maybe they’re thinking of using an acronym instead of the full name. I agree, naming your company can be a tough challenge. Then again, my company’s name, Wax Marketing, was voted one of the strangest agency names by PR Week in 2006.

The most important characteristic for your company name is that it needs to be MEMORABLE. Here’s how I picked WAX. First, I kept a notebook with me at all times and when a company name came to mind, I jotted it down. I had a bunch of stinkers, believe me. Then one day I was buying ski wax, and I thought “Wax Marketing”. Okay, another dumb one. But then I got out the dictionary (a very important tool for a writer who needs to say the same thing over and over but make it sound interesting every time.) The word wax is also a verb, meaning “to grow”. There was a cute little tie in, I was working with small businesses! Then I looked up the domain ( www.domaindirect.com in case you don’t know) and lo and behold the dot com domain for wax marketing was available! Then I thought “wow it’s super easy to spell”. Important if your old company was called RENAISSANCE. The final kicker? My friend Lacey said that all names ending in X were successful. Xerox, Playtex, Ajax, Borax and well a whole host of feminine hygiene names, but I preferred not to think too hard on that one. And so my company name was born! I guess my point here is to think them all THROUGH, and not just for the creative aspect. Can you get the dot com or the dot net domain? Is it easy to spell and easy to understand? Those are the important things in a name. Nobody ever forgets Wax. It’s weird, but it works.

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