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Year : 2008
Source : The Wall Street Journal / More : Domain Market - (17 March 2008 10:05)
What should you call your business? It's more important than you may think.
Selecting a name is one of the most important decisions a company will ever make. But a lot of small businesses don't give it nearly enough thought.
The trouble was, Wolf Creative wasn't the only design firm in Minneapolis with Wolf in the name. It wasn't even the only one in the building. What's more, Mr. Wolf later discovered that the name made some people think the company was strictly an ad agency or a Web developer. And many clients wrongly assumed that Mr. Wolf would handle their accounts exclusively himself. Clearly, a better name was needed -- and Mr. Wolf ultimately found one. There's so much riding on a company's name. It has to stand out, and be easy to remember and look up. And the pitfalls are many. To name a few, in addition to the headaches Mr. Wolf encountered, a bad name can fail to engage customers, or become outdated as the company grows and adds products and services.
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