As such, it should be search engine-friendly. It will headline your advertisements and form part of your domain name. Your business name shapes your first impression on prospective customers (and investors). It also determines how easily existing and potential customers can recognize your brand. Your business name sets the tone for what customers can expect from you. Here are some strategies for choosing a business name wisely. Having a memorable, catchy brand name that evokes the correct associations will help it stick - and brand recognition has enormous implications on your bottom line. It takes five to seven impressions for people to remember a brand, but it only takes people seven seconds to form an impression of your brand. Changing your business name is cumbersome and costly: you must notify the IRS, apply for a new employer identification number (EIN) and change licenses and permits. A great business name should reflect your business’ identity and goals. Naming a business may seem trivial, but it carries much weight. In 2018, Weight Watchers rebranded itself as WW in a bid to disassociate from the negative connotations of crash dieting. Netflix was founded as a DVD delivery service called Qwikster, but customers and investors disliked the name. In 1996, Larry Page and Sergey Brin called their initial search engine BackRub - named for its analysis of the web’s backlinks, before landing on “Google” by accident. Believe it or not, some of the most iconic brands once went by different names, and it’s hard to imagine these companies becoming as well-known as they are now had they stuck with their original monikers.
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