With the economic downturn, many experienced middle and senior professionals are on their own, using their expertise to build their own future and master their own destiny. For these aspiring entrepreneurs, creating a compelling brand name is a new field, a complete and thorough mystery. They know that this is an important part of this equation, and they may even have a full-time marketing department in their previous company. But now it's "time to do it yourself" and lacks information on how to successfully build a brand for a new consulting firm. Do not be afraid. The first step for a brand consulting company is to understand your goals. Here are four key questions to clarify your goals...
1. Do you want your company name to stand out or be suitable? This seems to be a tricky question, but there is no right or wrong answer. Some new consultants are so concerned about gaining recognition in their industry, and they feel more comfortable with the established voice and reliable names from outside. If this is the case, try to find a list of others in your industry on sites like dmoz.org. Then you will learn about the nomenclature used in your field. You may be able to imitate this feeling, just like other industries do [ie Microsoft Outlook, Apple's Safari, Netscape Navigator, etc.]. If you want to be notified, then please do the opposite. View the company name in your field and use an explanatory naming strategy. For example, if almost everyone in your category uses a distinguished name [sometimes called a "legacy" name], use metaphors [ie Jaguar, Caterpillar, Amazon, Monster, etc.] to convey the attributes of your company. Or try a positive connotation to create an absolutely new identity [ie RedHat, OnStar, FireDog, etc.]. Make sure you have a reason to explain why you chose this name and lead to a defect conversation about your company.
Have you explored all the possibilities? Often, new business owners feel frustrated and frustrated when naming their new business simply because they have only tried one or two naming strategies. Many times, they created a list of text/feature names [ie custom software consultations] but found that the domain name has disappeared. Or they tried some obvious metaphors [Summit, Pinnacle, etc.] and found dozens of companies with similar names. There are several ways to do this. These include...
*Key attributes - For example, we named a staffing company BrightHire.com based on the desire to attract the smartest candidate. You can see the company names like SirSpeedy, EconoLodge, Priceline and Smart Cuts. Can the overall advantage you provide be included in your name?
*Inventor Name - This is a consultant's favorite, but please be cautious. It is easy to be chased by chasing new names and gradually distorting spelling and information until it is difficult to understand. If the name is still easy to say and spell, you can use Latin text parts and fuzzy references. The advantage of small companies is that they convey some brand information through telephone or trade meetings. But don't push it. If you find yourself having to spell or correct spelling all the time, then this is a miss. Remember, this name can be invented and still make sense. We named a company Claricent because they provide clear insight and direction to the customer base. So even in the name of an invention, you can still convey the attributes. [ie Verizon = Horizo n, Agilent = Agile, etc.]
* Descriptive Mixed Names - These names combine industry descriptor words and combine them with evocative words. For example, Emisstar and other companies are consultants in the emissions control industry. Examples of big brands include JetBlue and CarMax. If you use this method, make sure your industry descriptors don't change over time.
* Metaphor - Because the well-known "pictures depict a thousand words," metaphor is a good way to convey multiple company attributes in a single image. For example, FourBridges Capital expressed the ability of the investment banking company to "bridge the gap" and "link business to capital". With four major partners and four major bridges in Chattanooga, Tennessee, this story has gained more deals.
Do you prioritize your wishes? Starting a new consulting service provides a nice blank page that can be used to make your story. Take the time to determine the most important content of the story.
* Do you want an unforgettable name?
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* Do you want a name that is easy to say and spell?
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* Are you most concerned about trademarks?
* Do you insist on having an exact match? Identify the key drivers behind the naming challenge so that when you get to the final list, you can review and choose the drivers that meet your highest standards. Often, after searching for a name for a long time, the process can become blurred and all words begin to sound similar. So be sure to know what you want before you start. This will help you, when it is 3 in the morning, your eyes begin to cross, your spouse no longer wants to be your sound board.
Have you seen the big picture? - Create a short list of your favorite names and test them. Make sure to choose someone who is in a potential market or who knows a good brand. Instead of throwing names at random, create some context for each name so that when the name is spoken, it will be put in place. You might even want to invest in some quick logo processing to help visualize your brand. If you only say it, many major brand names will ring. Determine the entire package... name, rough slogan, logo sketch to get real feelings. Once a consulting name like BearingPoint has a logo, the tag line and the storyline will be traded. Decide if you want to adapt or stand out, use multiple naming strategies to prioritize the "demand" list, test your ideas, and you'll be well positioned to find an excellent consulting company brand name. Once you make a choice, be sure to run it by your trademark attorney and obtain a matching or closely matching com domain name. Continue to integrate your brand information through your website, corporate identity, affiliate materials and advertising to further strengthen your presence. If you do well, you will have a company name that will provide you with good service, now and in the years to come.
Orignal From: Naming consulting company
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