I’ve had three or four blog posts half-started in my head for the past week, but none of them really excited me. A quick look at Twitter tonight and I received all the motivation I needed.
I’ve blogged before about the importance of a name, when it comes to defining your brand.
I then saw a really nice article a few months ago about firm naming in NY Times (thanks to Twitter).
Well, tonight I saw a tweet from a “social media guru” that was using SurveyMonkey and his thousands of Twitter followers to help him choose the name for his technology start-up. At least I hope it was his, and not a client paying him for his guru-level expertise.
I have all kinds of problems with this method. So, as a follow up to some of my previous thoughts about AEC firm branding and naming, and a reaction to this tweet tonight, I offer the following advice.
1. Your firm’s name is yours
Don’t allow the masses to pick the best name for your firm. Develop certain aspects of your brand, what you stand for, what type of services you plan to offer before you pick a name out of a hat – EVEN IF it turns out to be your own last name(s).
2. Develop a little background or story
The survey said nothing more than choose the name for a “software start-up.” People are choosing a name based on phonetics – no back story or brand story for the firm or for any of the naming options. When you finally settle on the right name, you’ll know it’s right because you will have an engaging story to explain it. In a year, or ten years, when somebody asks you where you came up with the name, who wants to say, “I let a bunch of strangers pick it through SurveyMonkey”?
3. If you must…use a focus group, not just a group
Focus groups don’t usually have a place in picking a professional services firm’s name, but if for some reason you do go that route, there is a science to it. At least create a focus group of your peers or potential target audience. The mass request to more than 20,000 followers had no focus to make the results the least bit useful. The answers are anonymous and could all be received from people that have no technology background or no need to buy software.
4. Pick a name that can stand the test of time
Rebranding or changing your firm’s name is a time-consuming and expensive process. You don’t want to have to go through it just because your name doesn’t sound cool anymore. Letting the masses pick your name is a sure way to get something that nobody actually likes (thanks to Groupthink) or is right in line with a current trend. Which means the name won’t keep its attraction for long.
Regardless of which side of the argument you fall on – partner names on the door vs. non-partnered firm name – be sure that you choose a firm name that resonates with your brand, your team and your audience. If not, there is an upside. At least you can find some great stock logos out there (like the one above) to match the stock name!