In today’s culture, it’s almost nothing to coin a brand. To found an idea for a company where you have all the logistics worked out. Actually taking those steps to move forward is another story, however. But that doesn’t stop thousands of folks from thinking up ideas on a daily basis. Some might even have multiple ideas stocked away, just waiting for the right time to strike out and bring their ideas to life.
In either scenario, it’s time to talk about business names. How people are picking increasingly trendy names for their companies – whether in fruition or beginning planning stages. Names that incorporate “ility,” “ly,” “ology,” etc. Where spaces don’t exist and punctuation is weird and confusing. There might be a play on words or using industry jargon as well … maybe even a pop culture reference.
But the thing is, we’re kind of over it. (Think what you want to about TSR, we can take it.) Your quirky names might have been fun for a while, but now that it keeps on happening, we’re wondering if it’s ever going to stop. And we can go back to a time where business names make sense and we know how to spell them? Where there aren’t made up words or adjectives shoved together to make a single word?
- It dates your company. There’s nothing wrong with being a startup or someone who’s just branching out, but expertise also pays off. There’s no need to remind potential customers of your lack of experience before they even click on your website. Then, eventually, once this naming nonsense has passed, you’ll be left among the thousands of bandwagoners who followed a niche-y trend.
- It’s hard to remember. “Wait, what was it?” customers are left asking themselves. “Something like fluidity or zoology, but a little bit different. I remember thinking it was quirky and fun, but that I wouldn’t be able to pinpoint it.” Instead they’re stuck Googling a service an approximate name, which may or may not lead to viable results.
- It’s hard to find. When using an original lettering or naming factor, it’s likely that most won’t be able to spell or stylize off-hand. Yes, brands have been doing this for years. But when everyone is doing it, it means versions get weirder and more difficult to locate every day. Search engines can only provide so many suggestions, and many won’t be willing to find the right one.
- It’s not descriptive. As much as I hate when someone names their business “Cathy Johnson Photography,” you know what they do when you hear it, and you know who’s in charge. But when a company is derived from a made-up word or random phrase, it’s only a cause for additional marketing. Not to mention countless conversations of, “Well actually we do [fill in the blank].”
- It’s nothing new. Been there, done that. If you’re about the classics, like quality work at an affordable price, then by all means, go that route. But when you’re trying to be trendy, there’s nothing unique about following suit. You’re simply seeing what others have done and putting a different spin on their handiwork. Instead, why not trying to be ultra-business savvy and come up with an entirely new style of name? What’s trendier than not following a trend? (That is, until the next big thing comes along.)
In modern times, naming companies has somehow fallen into a whirlwind of obscurity and made-up words. In order to better inform customers from the get-go, it’s time to move away from such naming trends and head toward clear and descriptive communication.