Name choice at the company founding: Ungute feelings?


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Names are sound and smoke - it is said. Unfortunately, this is not the case with start-ups: they have to fulfill a multitude of criteria. An overview with example.

Name choice when starting a business: bad feelings? Name choice when starting a business: bad feelings?


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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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Criteria that a good company name must meet

A good company name is hard to find: Such a name in times of Google not only meaningful, short, concise and then also be available via URL - already a true art that induces many founders to major contortions.

And if the happy founder has finally found a suitable name, the joyful will be registered. Only one thing is often not thought: What feelings arouses the name of potential customers?

Emotions in the name selection?

"Feelings?" - I can already see you gasping for air. “What do feelings have to do with my company name?” Very much:

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Because when people associate with your company name something negative, you will not be their customers. It's that simple. And if you're unlucky, you do not even know.

The example with the IAG

The ich AG is now an old hat. But before 15 years, she was on everyone's lips - and not necessarily positive. They stood for outsourcing and self-employment at dumping prices - and for the unemployed, who would rather have had a permanent job, but should now start their own business. In this capacity, the IchAG even made it to the word 2002 of the time.

So I was all the more surprised when I ran into “myself” some time ago. Please read again: Ichselbstag.

Aha. The association with the ugly IchAG is immediately there.

Only on the second look becomes clearer to me: The whole has nothing to do with IchAG, but with self-discovery. The offer may certainly be useful or not, that is why I am not at all. But the name simply arouses completely different connotations.

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Well-known is good, but ...

Surely a good idea, to lean on the name of something that everyone already knows. But did it just have to be the nonsense of the year 2002? Even today, many people still think less about self-discovery, but rather about Hartz IV, unemployment, harassment of the employment agency and so on.

This awakens negative emotions. The idea to be advertised here promises the exact opposite. Therefore, an example of how a really good idea was implemented badly - because the name of a product that has to do with self-discovery and well-being, people should rather connect with something positive.

Summary

The example shows: Do not just choose any name that sounds good and somehow fits. Make your name choice a few more thoughts, hollow out opinions of others or even better: Let us advise you.

Analyze hidden or ambiguous word meanings. And, more importantly, you will find a name which also works in the (at least English-speaking) foreign countries and does not lead to constant inquiries among customers.

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