Issue link: https://docs.hic.us/i/403552
Avoid Names That Are Hard To Pronounce Consider the name Schenectady Embroidery. If you live in Schenectady, New York, you probably wouldn't have too much problem pronouncing or spelling this name. But for someone who doesn't live there, this name could prove to be very difficult to deal with. Use these basic recommendations to help you create a list of prospective names. Then, have someone else review your choices and give you feedback. Remember, what sounds like a winner to you, might not sound so good to someone else. Keep working at it until you have several really good choices and then make your final decision from there. Now lets look at the evolution of a company name. So far I have used fictitious names to avoid offending anyone. But for this discussion I will use a real company name; ours!. (That should be safe.) When our business was created ten years ago, it was quite small and was concentrated mainly towards small retail orders. We spent quite a bit of time mulling over several potential names before settling on Initial Stitch. It seemed to be quite fitting and we were satisfied. Well, over the next few months it was discovered (through our suppliers) that there were several other companies with the same name. Periodically we crossed paths through mis-directed shipments of supplies and apparel. To try and alleviate this problem, we added The to our name which yielded The Initial Stitch. But then came another problem. People were not sure what our business was all about and begin inquiring as to whether we carried "hook & latch" kits, cross-stitch patterns, sewing supplies, etc. So we further modified our name to The Initial Stitch Embroidery Company. This worked quite well for several years. But, as our business grew and our focus changed from personalized monogramming to corporate logo work, we felt that the name no longer fit our business profile. So after careful consideration we developed a new one, Cape Fear Embroidery Works. Now you might be wondering "where did we come up with Cape Fear? Its really quite simple, we are located in the Cape Fear region of North Carolina. But more than that, we realized that Cape Fear was a fascinating name sure to be remembered by everyone. (We also knew that the success of the movie Cape Fear and the popularity of the No Fear brand would contribute to the appeal of our new name.) We included Embroidery Works to describe what our business was about and to identify us as a full-service embroidery shop capable of handling a wide variety of jobs. So, whether you are creating a new name or updating an existing one, take some time to do a little bit of research. Spend a few minutes looking through the Yellow Pages and see which names catch your eye. Names do play a major role in luring new customers, so don't under-estimate the importance of developing one that's www.hsi.us care@hsi.us 28