What is in a name?

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THERE is a small hotel in Dartmoor in the United Kingdom (UK) called Nobody Inn. I have wondered why it was given that name.

THERE is a small hotel in Dartmoor in the United Kingdom (UK) called Nobody Inn. I have wondered why it was given that name.

I have concluded that it was contrived as a pun consistent with the dry British humour that we have all come to expect. Whatever the reason, the name sure sticks in one’s mind. Whether it is for good reasons or not is besides the point.

Choosing a name for your start-up business can be a very daunting task. It is very important, however, to ensure you choose a name that will be appealing to your customers.

Choosing the wrong name could also affect the success of your business. So how does one create a winning business name?

Here are five rules to consider when choosing a business name:

  • A winning business name has to be memorable — but easy to spell.

Potential customers and clients need to be able to remember your business name. So choosing a business name such as Xobiqhobopho is a bad idea. It can be unique but difficult to spell.

  • A business name needs a visual element.

What came to mind when you read Xobiqhobopho? Nothing I guess. Incorporating a visual element into your business name can be a powerful aid to customers’ memory.

  •  A good business name has to have positive connotation.

Your name should create a first impression that is positive, intriguing and clear. Many words have both denotation (literal meaning) and connotation (emotional meaning). A word’s connotation can be positive, neutral or negative, depending on the emotional associations that people generally make. Therefore, when you create a business name, you need to choose words that have the positive connotations that you want people to associate with your business. For example, naming your restaurant MaKhumalo brings to mind traditional home-made food. So if you are after selling sophisticated cuisine, this name may not be the best.

  •  A good business name needs to include information about what your business does.

Your business name should give your potential customers some clues about what you actually do. For example, MaKhumalo’s could be a restaurant, a beer garden or shebeen. Calling it MaKhumalo’s Traditional Cuisine for example, makes it clear to your potential customers what you do exactly.

  • A good business name has to be fairly short.

This is important not only for customers to be able to remember your business name, but for promotional purposes as well. You want a business name, for example, that will fit well on a business card, look good displayed on a billboard or in an advert and perhaps even a business name that will serve well as a domain.  Nonto Masuku is an executive partner of an image management consultancy firm.