名字游戏:您所说的业务可以成就或破坏它

更新:06年2020月XNUMX日/文章作者:WHSR来宾

Picking the right name when you start a business is a crucial step in your entrepreneurial journey.开办企业时选择正确的名字是您创业之旅中至关重要的一步。 This is also one of the processes you need to go through if you were to这也是您要经历的过程之一 建立在线形象.

Your business name doesn't just affect one part of your business, it affects all of it.您的商户名称不仅会影响您的业务的一部分,还会影响全部。 From every email to brochure, to sales page, to the product itself, the name says it all.从每封电子邮件到小册子,再到销售页面,再到产品本身,名字都说明了一切。 Therefore, choosing the best name for your company can help you soar to new heights of success or trigger your downfall to business failure.因此,为您的公司选择最合适的名字可以帮助您飞升至成功的新高度或引发业务倒闭。

因此,不要冒险走捷径并匆忙完成此过程。 就像企业虚拟主机一样 –以声誉受损的形式,这可能会花费您更多的时间,金钱和社会资本,并严重损害未来。 这可能会导致您日后完全更改您的名字。 更糟糕的是,您可能只需要关闭商店并重新开始。

探索这些 域名生成器 如果您需要想法 注册域名 为您的网站。

相反,请仔细考虑以下建议,技巧和窍门,以便为您的企业找到最合适的名字,同时避免企业家犯的常见错误。

6大因素

选择您的公司名称时,有6个关键因素需要考虑,以确保您拥有一个适销对路且令人难忘的品牌:

1.情感

A business has to evoke the right emotional feeling from the start in order to be effective.为了有效,企业必须从一开始就唤起正确的情感感觉。 And the good news is, this inspiration can come from a variety of sources.好消息是,这种灵感可能来自多种来源。

例如,传奇的史蒂夫·乔布斯 决定使用“ Apple” due to his fruit-based diets he was fond of.由于他以水果为基础的饮食,他很喜欢。 But the main reason is that it was a name that wasn't intimidating, it was fun and playful.但这主要是因为它的名字并不令人生畏,它既有趣又好玩。

F

例如,“ Silly String”之类的名称非常适合按照其名称提示进行操作的儿童玩具。 但是,仅仅因为暗示的情绪是积极而有趣的,并不意味着它对任何企业都是好名声。 如果您经营一家网络安全公司,像这样的愚蠢名称可能会无可挽回地损害您的品牌。

So in order to evoke the right emotion, ask yourself what your business wants to achieve or make people feel: Efficiency?因此,为了唤起正确的情感,请问自己,您的企业想要实现什么或使人们感到:效率? Affordability?负担能力? Fun?好玩吗Trusthworthy?值得信赖吗? Safety?安全? Speed?速度? Creativity?创造力?

Then explore what your true market segment is: Upper class?然后探索您真正的细分市场是:上层阶级? Lower Class?下层阶级? Middle Class?中产阶级? Men only?只有男人吗? Women only?仅限女性?

这将指导您了解自己的名字。

2.长寿

When determining the proper name for any enterprise, the greats always look to the future.在确定任何企业的专有名称时,伟人总是将目光投向未来。 They ask themselves if the name will tolerate future expansion into a broader segment.他们问自己这个名字是否可以忍受将来扩展到更广泛的领域。

例如,Google和Amazon是可以适应其提供的任何服务或产品的名称。 相反,随着新技术的引入,诸如“ ABC传真技术”之类的名称将不得不更改,或者您将不得不组建新的有限责任公司。 表示“利基”这样狭窄的利基的名称也是如此。

如果该公司想要扩展到其他数字服务,例如社交媒体,直接响应营销或更多,那么他们将不得不完全重塑品牌或花费时间和金钱来教育客户有关其附加服务的知识。

3.避免令人反感

While some business owners might think being edgy or funny is going to win them brownie points with their market, it's simply not a risk worth taking.虽然一些企业主可能会认为前卫或有趣会在市场上为他们赢得布朗尼积分,但这根本不值得冒险。 Your name shouldn't have the possibility of offending people who would otherwise buy your product: that's turning away free money!您的名字不应该冒犯否则会购买您的产品的人:这就是免费的钱!

But also be aware that names that seem innocent in one market can cause offense in another.但也要注意,在一个市场上看起来纯真的名称可能会在另一个市场上引起冒犯。 In fact, entire countries like UAE ban certain kinds of profanity, references to God, and other words in business names.实际上,像阿联酋这样的整个国家都禁止使用某些亵渎,对上帝的提及以及企业名称中的其他词语。 So do your research about rules and sensitivities on any locations where you plan to do business.因此,您要在计划开展业务的任何地点进行有关规则和敏感性的研究。

4.可用的域,社交句柄

The last thing you want to do is choose a great name only to find out it isn't available as a domain name or social media handle.您要做的最后一件事是选择一个好名字,只是发现它不能作为域名或社交媒体处理。 The farther away your website name and social handles are away from your business name, the greater chance people will make a mistake or give up when looking for you.您的网站名称和社交句柄离您的公司名称越远,人们在寻找您时会犯错或放弃的机会就越大。 Don't take that risk: check out your name's availability before drafting up the LLC Formation with your Legalzoom discount.不要冒险:在使用Legalzoom折扣起草有限责任公司之前,先检查您的姓名是否可用。

要在线注册域名,您可以转到 NameCheap或GoDaddy –世界上最大的两个域名注册商。

5.令人难忘

Your name should be relevant and non-offensive, but that doesn't mean it should be boring.您的名字应该是相关且无礼的,但这并不意味着它应该很无聊。 You want to bring about a certain image in the prospect's mind when they hear or see your business.当潜在客户听到或看到您的业务时,您希望在潜在客户的脑海中树立某种形象。 Take time brainstorming ideas that will stick in your customer's mind long after they first become aware of you.花时间集思广益,在客户第一次意识到您之后很久就将它们牢记在心。

6.测试

Like anything in business, sales, or marketing, testing will be your friend.像业务,销售或市场营销中的任何事物一样,测试将是您的朋友。 The reality is you can assume that your target audience will take to your name, but they might not resonate with it at all.现实情况是,您可以假设目标受众会使用您的名字,但是他们可能根本不会引起您的共鸣。 Instead of putting everything on the line and investing heavily in a name for a corporation too quickly, conduct a number of tests on variations of your name to see which gets more responses.与其将所有内容放到网上,不要为公司的名称投入过多的投资,而是对您的姓名的变体进行一系列测试,以查看哪个会得到更多的响应。

为企业选择名称时的注意事项

这样做:

  • Choose a name for your LLC and DBA right away.立即为您的LLC和DBA选择一个名称。 It can be something generic, allowing you to get started while you dream up your brand name.它可以是通用名称,可以让您在梦想品牌时开始使用。
  • 向合作伙伴和同事咨询其他想法。
  • 使用Legalzoom折扣之类的方式可以省钱。

别:

  • Use your own name for a corporation.使用您自己的公司名称。 If you ever get bought out, you might be prevented from using your own name on future products如果您被收购了,则可能无法在以后的产品中使用自己的名字
  • 在应用在这里学到的原理之前,先深入研究一切

结束语

Your business name alone will not lift you to success after you start a business.开办企业后,仅靠您的企业名称不会成功。 But a great name that speaks to your customers in an engaging and relevant way is crucial to allow the other parts to fall into place.但是,以一种引人入胜且相关的方式与客户交谈的好名字对于让其他部分组合到位至关重要。 Don't make the mistake of choosing a name that confuses customers or causes them to laugh at you.选择一个会混淆客户或引起客户嘲笑的名称,不要犯错误。

Instead, pick one that encapsulates the pinnacle of your company and communicates to your market in a clear, engaging way.取而代之的是,选择一个能够封装公司顶峰并以清晰,吸引人的方式与您的市场进行沟通的公司。 That way, you will enjoy a distinct advantage over your competition and gain their loyalty for years to come.这样,您将在竞争中享有明显的优势,并在未来的几年中获得他们的忠诚。


关于作者

Marsha Kelly以超过一百万美元的价格出售了她的第一笔生意。 She has shared hard-won experiences as a successful serial entrepreneur on her blog她在博客上分享了成功的连续企业家来之不易的经验 Best4Businesses.com。 Marsha还定期向业务读者分享业务技巧,想法和建议以及产品评论。

关于WHSR嘉宾

本文由客座撰稿人撰写。 以下作者的观点完全是他或她自己的观点,可能无法反映WHSR的观点。