Having An Ear For Company Naming
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Having An Ear For Company Naming
When Renee Emmett came looking for a business name for her marketing research company, she wanted a professional sounding name - one that highlighted her reputation for truly listening to her clients.
By: Phillip Davis
When Renee Emmett came looking for a business name for her marketing research company, she wanted a professional sounding name - one that highlighted her reputation for truly listening to her clients.
By: Phillip Davis
The result?
Auris Marketing… “The Art of Listening”
Auris is Latin for ear, and while I’m not a huge advocate of using Latin for naming, it does have its place. It can be very appropriate for a consultancy with a closely held client base. That’s because most new customer contacts will be made in person and on the phone, (not via the mass media,) and therefore provides an opportunity to tell the corporate story. The question “Why Auris?” opens the door for Renee to explain how she does business differently, by listening more intently and customizing market research to fit her clients’ needs.
It would be different if this were a huge national retailer. Those names often need to communicate on a more literal basis - such as Best Buy, CarMax and Linens & Things. Or a mass marketer might attempt to take over a word to borrow upon its attributes, such as Amazon, Apple, Monster and Target. But for the consultant type company, the business name must accomplish three primary goals…
1. Create a unique space in their industry. (You can check out company names in your industry by going to dmoz.org)
2. Tell a story… one that be expanded upon with further inquiry.
3. Be reasonably easy to say and spell. (Here is where the Latin can get tricky if one goes overboard)
In short, Renee did not need a “Research-R-Us” type retail name. She needed something professional and meaningful. It just goes to show there is no one-size-fits-all naming strategy for every company, each client’s situation presents a unique set of challenges and opportunities. And to find just the right branding solution requires an ear for listening, and a knack for naming.
Auris Marketing… “The Art of Listening”
Auris is Latin for ear, and while I’m not a huge advocate of using Latin for naming, it does have its place. It can be very appropriate for a consultancy with a closely held client base. That’s because most new customer contacts will be made in person and on the phone, (not via the mass media,) and therefore provides an opportunity to tell the corporate story. The question “Why Auris?” opens the door for Renee to explain how she does business differently, by listening more intently and customizing market research to fit her clients’ needs.
It would be different if this were a huge national retailer. Those names often need to communicate on a more literal basis - such as Best Buy, CarMax and Linens & Things. Or a mass marketer might attempt to take over a word to borrow upon its attributes, such as Amazon, Apple, Monster and Target. But for the consultant type company, the business name must accomplish three primary goals…
1. Create a unique space in their industry. (You can check out company names in your industry by going to dmoz.org)
2. Tell a story… one that be expanded upon with further inquiry.
3. Be reasonably easy to say and spell. (Here is where the Latin can get tricky if one goes overboard)
In short, Renee did not need a “Research-R-Us” type retail name. She needed something professional and meaningful. It just goes to show there is no one-size-fits-all naming strategy for every company, each client’s situation presents a unique set of challenges and opportunities. And to find just the right branding solution requires an ear for listening, and a knack for naming.
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
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