This article comes from guest writer Phil Davies, President of Tungsten Brand Marketing. He has some important points to make for every young craft business - online or off.

After nearly twenty years of corporate branding experience, the same question still arises when naming a new business - “What is the most important factor when deciding on the best company name?” Some naming experts would argue it’s the length of the name, or the ease of pronunciation or the uniqueness. Others would say domain name availability or trademark clearance. I’ve come to the conclusion that the best answer to that question is yet another question.

Does your proposed business name create a “Huh?” Or a “What!”

A “Huh?” indicates a roadblock. It says, “I don’t understand and neither do I want to.” If you were at a trade show, your potential customer would most likely start backing away, as you launch into a detailed explanation of the exact spelling of your company’s name and its original meaning in Swahili. These are not creative names, they are confusing ones.

The biggest offenders are unpronounceable acronym names such as the financial services company TIAA-CREF. These corporate names are often a result of mergers and acquisitions that made sense at the time, but now provide little meaning. Other top “Huh?” contenders are company/product names with alphanumeric designations. I regularly get emails from a web content management firm offering a software product called Ektron CMS400.net Version 7.5. From all accounts it looks like a good product but who can remember the name? More importantly, who would want to?

A “What!” name on the other hand provides a big greenlight. It arouses curiosity and invites more questions. We recently named an investment banking firm Four Bridges. The name just begs further explanation, which the owners now gladly provide - they connect people and capital. They also have four major partners in a city (Chattanooga, TN) with four major bridges. So the name segues easily into a broader story about the company and its mission.

That’s how a good company name works.

So as not to appear self-congratulatory, there are a number of great “What!” brand names that I can only wish I had created. One of my favorites is FireFly, a “Mobile Phone for Mobile Kids.” Another great company name is Spoon Me, a frozen yogurt maker coined by my good friends at Eat My Words.

So take a moment to ask yourself this simple question, “Does your company or product name produce a ‘Huh?’ or a ‘What!’?” Don’t just ask yourself, ask a few trusted friends and colleagues. Watch their body language and facial expressions. Do they light up with interest or furrow their brow in dismay? Your potential clients can’t remember what they can’t recall. So give them exactly what works - a creative, compelling brand name that has them asking “Say What!”

Phil Davis is president and owner of Tungsten Brand Marketing, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil’s client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at http://PureTungsten.com

I’ve put together a new Fact File: Key Decisions - Branding Your Business. It expands on Phil’s points and contains vital additional information that you need to develop your craft business. It’s in convenient digital download format so you can be reading and benefiting from in just a few minutes.

The report is packed with information but is concise enough to read and benefit from in a single session. It’s just $5.95 and of course comes with my usual “100% satisfaction or your money back” guarantee.

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