No matter your industry, the name of your organization should paint a mental picture of what you do. The company name is the first touchpoint of your brand for any prospective client which is exactly why it matters. For example, is there any doubt what business Rent-A-Center is in?
Most of the readers of this blog are in the promotional marketing industry. If your organization’s name could be confused as group of lawyers, a plumbing company, or a mortgage broker, why would you expect anyone trust you with their brand when your own brand is bewildering?
If your company name could be mistaken, misconstrued, or confused for something completely outside your chosen industry, it’s time to reevaluate – and fast.
So, what’s in a name? Quite possibly the first indicator of success or failure of your organization.