What’s in a Name?

I recently came across this hilarious graphic. It re-imagines author John Steinbeck’s rough draft notes for naming what would become his award-winning novel, “The Grapes of Wrath”. 

Once I stopped laughing, I thought to myself, part of what makes this image so awesome is that it reminds us that finding just the right name for a book, a business, or even a new baby is really hard. Don’t you think? (Just ask Kanye West and Kim Kardashian.)

Seriously. Consider this for a moment. How often have you been introduced to someone at a party only to forget their name before the conversation even ended?   If it’s any comfort to you, you’re not alone. And, it doesn’t mean you have a bad memory for names either.  According to Richard Harris, a Professor of Psychology at Kansas State, it just means you weren’t interested enough to remember.

So if this is the way we are at remembering names, then surely this is the way a potential customer will be about remembering your business’ name. 

Well then, what can you do about it? In a world filled with intense “me too” competition a distinctive name tells people you’re different from the pack.

Research shows that we humans remember things that are unique, creative, and outstanding or that evoke a favorable emotion.  In short, we remember names that are distinctive. And simple.

Now, it may be tempting to pick a name that’s more complex because it sounds cool and sophisticated and you want customers to think you’re sophisticated. Don’t do it. As Steve Job’s famously said, “simplicity is the ultimate sophistication.” Keep it simple.

You may also be tempted to try something clever like a rhyme or a play on words. Honestly, unless you’re in the business of selling Indian fast food and your business’s name is “Curry in a Hurry,” don’t do it. Funny is hard. Most rhyming names or puns just sound cheesy which; unless you own a cheese shop is probably not the emotion you’re going for.

Finally, if you feel compelled to pick a name that’s descriptive make sure it evokes a positive visual or emotion. The risk here is that many businesses want to include a word like “quality” in their name because they think this will create positive feelings about the business in the minds of customers. The reality is that “quality” is something we already expect from your business. It’s also a descriptive word used so often by businesses that it has become generic and forgettable. So stay clear of words that tell us what we already know.

Picking the perfect name is really hard. Take the time to make sure it’s distinctive and you’ll never have to worry about someone like me coming up to you and saying, “Umm, what did you say your name was?” 

..This much I know.

Was this helpful? If so, then share on! It might make someone else’s day. It will certainly make mine!

-Jeanine