Google's announcement that it would be folded into a holding company named Alphabet represents the best of corporate naming, conveying the essence of the company in a positive way and avoiding generic terms.With forethought you too can be like Google, and it is well worth the investment of time and effort to find the name that multiplies the impact of your enterprise. Here are few pointers to get you started towards a great corporate identity:
- Start with the letter 'A' if possible – A name at the front of the alphabet makes it easier for your target audience to find you
An example from my past projects: the Access and Benefit Sharing Alliance (ABSA) was a 'pop-up' business originated non-government organization, also known as a BONGO. Choosing a name starting with 'A,' ensured that the ABSA was at the top of the list of industry stakeholders at multilateral negotiations – particularly helpful for any new organization.
Of course not all new companies start with the letter 'A.' Another important part of making your new company name easy to pronounce: be wary of names starting with the letters 'F' and 'S' which sound similar over the phone (in English).
- Make it easy to pronounce – A name that is not confusing to read, spell and say aloud will make everything else better
Aklima Clinical Research is a clinical research organization (CRO) started by the OBS Group in Karachi, Pakistan, that I supported at early stages. Given the company headquarters in South Asia, we needed a name that would work domestically and globally. Aklima fit the bill and sends a positive intrinsic message, representing the first step to success in Urdu – more on that below.
- Make it meaningful – An expressive name will magnify your impact over time
Amrita Therapeutics Limited, is an emerging biopharma company commercializing novel cancer therapies that are safer, better and less expensive. Amrita is a Sanskrit word meaning "perfect health and immortality." When I co-founded with biotech pioneer Ananda Chakrabarty, I was surprised and delighted to find that no other biotechnology company in India had registered the name when we started to conceptualize our company. So we did.
More generally, it is always a good idea to google any name you are thinking about to see what associations it may already have and to make sure it is not so common as to have become generically associated with a particular product or company.
Now that I have gotten started, I realize that this is just the tip of the iceberg. So I will end here and hope to hear from you with your thoughts and experiences.
Naming can be a daunting process; it is also really fun when you get it right!
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