Know-How Exchange : Taglines/Names

I wouldn't be too quick to change the name.

There are benefits to naming a company based on what you do (easier for people to know what you do), but there are downsides (less able to protect the name as yours). Many now famous companies started with names that meant nothing related to what they do (Amazon, Apple, etc.)

What would cause me to change names is if the name you chose has negative connotations. "Jam" and "Jar" do have meanings on their own. If you think these are negative, then maybe a name change is in order.

What happens if one or more of your principals leaves??

Although SABIAN Cymbals was named the same way...perhaps in a very narrow field like theirs, artisan skills matter a lot more than serious first impressions in your field. Perception is part of the game in Investing... yes think of changing.

Thanks everyone for the response and I take on board your comments about the name. However, I am struggling to come up with a strong name that encompasses our company goals and values.

I was thinking perhaps a Latin name or should I just stick with something more traditional?

Your comments are very much appreciated. Thanks.

You should change the name, in my opinion. But a "strong name that encompasses our company goals and values" is not the way to determine the name.

What you want is a name that will resonate with your primary target audience and let them know the benefit they will get if/when they do business with you -- the "What's in it for me?" factor.

If you are really serious about wanting a name that will work for you, start with a positioning statement. Articulate exactly who that primary target audience is, what makes them tick, what they believe and value, what unmet needs are most important to them, etc. Then develop a creative brief that lays out exactly what you want the name to communicate. Then turn the project over to a professional who can take your creative brief and "make it sing" with a name that meets your established criteria.

If you're not serious about this, then keep the name JamJar. It doesn't matter what it means or doesn't mean.

Is choosing JamJar the end of the world? No.

Does the name appeal to your target audience? Probably not.

Should you change it? It depends on how much $ you've invested and how negative the reaction to the name has been. If people have been turned off, then consider the lost revenue vs. the cost to rename.

As the other experts have noted, the name should connect with your target audience. JamJar isn't a unique name (https://www.jamjar.com/, https://jamjar.adobe.com/, https://www.thejamjardubai.com/) nor do any of these names have anything to do with jelly. So, at best your name is neutral.

You're getting mixed messages even here, because in truth we don't know enough to give you an intelligent answer. I've named hundreds of companies, products, and services, so I think I can give you a bit of useful advice.

First, if you simply asked a few people (including the people here) whether they "like" your potential name, you've shot yourself in the foot. You will not get any useful feedback, and it will only cause you to second guess yourself. Properly testing a name is a complex task, but the essence of it is that you need to present the name in experiential context as an accomplished fact, so that the respondent treats it as a real consumer would. Any potential name can be made sport of.

Second, Phil doesn't go far enough when he says that "it's about what will attract potential customers or clients." That's true if your only concern is sales, but if you're developing a brand it's more than sales: it's internal AND external. It's important that both you AND your clients believe in it.

Third, as Michael suggests, you should start with your positioning statement and company values. A position is by definition a niche, and a unique niche invites a unique name. There's only one naming rule that really matters. Is your name a strong symbol of your brand? If your position is truly innovative, then Jam Jar may be a good name, because it signals a very different kind of real estate investing company. If it's not, then something like Legacy may be better, although I think you'll find there are hundreds of companies with this name in the general investment sector. The fact that Jam Jar makes you nervous is actually a good sign, not a bad one. A good name is a bit provocative (for your field) and will grow on you. As Michael notes, a seriously cool company like Adobe feels fine about using Jam Jar as a product name.

Fourth, as Michael recommends, if you're serious about this you should consider hiring a naming professional. Naming is a strategic and creative exercise, and you generally only have one chance to get it right.

Good luck!