Here’s how to come up with a great name for your company. Ask people who have done it. Like us. We’ve done it for many companies that we have launched. And we’ve done it for ourselves.

We had just come out of the Dot Com frenzy. A great time. A creative and inventive one. Entrepreneurism was in the air. Driving innovation and a willingness to experiment. So that’s what we did. We took up the challenge that had been helping our clients with. Launching a company. Standing out in a crowded space. Of course, being in a creative business, we needed to do something cool. And strategic. Something that would tell the story, why we do what we do, in just a few words. The usual job that advertising needs to do for our clients. Now we were doing for ourselves.

So we took a different tack. We broke off from the mother ship. We did a 180. The problem was, as still is, everyone is doing that 180 thing. It’s hard to zig when everyone else is zagging, because doing a 180 has become the norm. We needed something subtle. Something that would quietly say we’re still different. That’s where the one degree comes in. Imagine if Christopher Columbus would have been one degree off on his course. That one little degree can put you into an entirely different place. That one degree will make the difference (Hey! A tagline.) So we found our name, our tagline and even a domain name that when you answer the question “who are you” you get a grin and a nod instead of a blank look.

A Few Word of Advice About Naming

It’s tough to do
The name has to work instantly, so test it out first
Make sure others can spell it when they hear it
Be true – it’s your brand intro
Don’t use your dog’s name – overdone
Make sure the URL is available
If your receptionist can’t pronounce it, reconsider
Research what it means in another language

It’s Your “Why,” And Our “Why”

Everyone loves a story. And a great name tells a story in just a few words. Mention Simon Sinek’s Ted talk to any ad guy and you will get a big smile. It’s all about the “why.” Especially in our business. The fact is, it’s about YOUR “why.” Our client’s “why.” It’s why most of us are in this professional. We get turned on when we discover our client’s “why,” our client’s story. Then we can develop an amazing breakthrough campaign that sets world on fire. It’ like you’re Babe Ruth connecting with that record breaking home run. You hear the crack of the bat. The roar of the crowd. And you know in your heart that you just hit it out of the park for your client. That’s a great story that people love to hear. And the best way to bring home the bacon.