Know-How Exchange : Taglines/Names

Hi,

Developing a name for your company or product is crucial in brand building. It's not a process to take lightly, nor is it wise to rush to a decision because letterhead needs to be printed or the website is ready to launch. There are several tips to help you successfully develop a brand name. They are:

1. Don't describe—distinguish. The biggest mistake ompanies make is being too descriptive with their names. A name should not attempt to simply describe; it should have the ability to suggest the essence (the unique characteristics) of your company. To be effective, a name must have brand potential. A name that is narrow or too descriptive does not have the depth or dimension to become an effective brand.

2. If it's comfortable—forget it. Everyone else will. The most successful names over the long-term are often those that are initially the most controversial (think Google, Yahoo). When you select a name, you are looking for something to punch through the marketplace clutter, not add to it. Overtly literal meanings can sometimes limit growth and show a lack of company creativity.

3. Keep it brief. One word brands are most effective.Lengthy, multiple word names lead to truncation. When people abbreviate your name, you lose control over your brand.

4. It's about strategy, not emotion and politics. Many clients are surprised that selecting a name is such an emotionally charged decision. Naming decisions are fraught with politics, turf issues, and individual preferences. Stick to the strategy and do not allow the lowest common denominator solution.

5. Always be prepared for leaks. It is very difficult to keep a new name a secret. At the beginning of the naming process, prepare your press release and press kit in the event of a leak.

6. Don't expect unanimity. In the first few weeks following introduction, there is often a lot of discussion and publicity about a new name. Familiarity breeds comfort. As people become more familiar with the name, they will become more comfortable with it.

7. CEO involvement is key. Because selecting and adopting a new name is a highly emotional and political decision, you will not succeed without support from the top. Be sure that you have buy-in from the "C-Suites" in the beginning and that you keep them on board throughout the process.

8. Make room for expansion. The name should not be so narrow that it will create problems in future.

Go through the following articles as well:
1. https://www.brandchannel.com/brand_speak.asp?bs_id=122
2. https://www.powerhomebiz.com/vol3/name.htm
3. https://www.findarticles.com/p/articles/mi_m0DTI/is_10_27/ai_56640012

In case of architectural company, try the following names:
1. DynArc
2. EnduringArchitects
3. ArchZeal
4. Zealous
5. MagnetArchitects
6. RipeArcs
7. Dynamite Architects

Hope this will help.
Nitin