We mean much more than just the name of the company when we talk about brand names. Names refer to anything associated with your brand, including procedures, features, books, conference rooms, and other items.

It’s not just a matter of coming up with something memorable or catchy enough for people to remember it after hearing it just once or twice. You want people to be able to connect your names to deeper aspects of what you stand for. Using names that are closely related to your distinct position gives you more influence over how customers perceive your differentiation. Names can also serve as a clue about the value you create.

This is something to consider if you only have a name that you like, without any deeper significance. Wouldn’t you want your name to stand for something that everyone could understand? even if they were unaware of what you offered or did.