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STRATEGIES

How to get your business name right Add to ...

Your business name isn’t just a moniker, it’s a valuable marketing tool that can enhance your corporate brand and boost your bottom line.

Here’s advice from naming experts Naseem Javed, chief executive officer of ABC Namebank International, and Jay Jurisich, founder and creative director of Igor International, on how to get it right:

Keep it short, simple and easy to spell

The easier your name is to remember, the easier it is to pass on. Think also of how it will look on promotional material such as business cards, letterhead or signage.

Aim for distinctive

Check out your competitors. You’ll want your name to be distinct and unique enough to stand out and win the battle for customer attention.

Stay on message

A strong name will reflect your company’s position in the marketplace and the message you want to convey.

Sound it out

Your name will be seen and heard. How will it translate on radio, TV or other media? More important, how easily is it spoken by employees, customers and other stakeholders?

Nab the URL

Is the domain name available? The Internet is increasingly becoming a vital component in any business strategy. You’ll want to ensure that the dot-com version of the name you choose is also available.

Think globally

Whether you’re doing business within Canada or exporting worldwide, ensure your name doesn’t contain any offensive associations either culturally or linguistically.

Special to The Globe and Mail



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