There is no second chance for a first impression. As a business, the first impression, the first contact, is with your brand name, and a good name is everything. It is the central theme and the very foundation on which your business stands. Everything else revolves around it.

When people hear your brand name, it should immediately give them an idea of what your business is. Whether this is true depends on the effectiveness and relevance of your business name to your business. Imagine a brand called “Oblivious Designs.” What first comes to mind? Fashion? Architecture? Now imagine that this brand tells you they are into food production and distribution, or that they are a security company.



Be conscious of the fact that whenever people hear your business name, they start forming mental pictures of what your business is about. Therefore, you must take due care and give proper thought to your choice of a business name.

Your business name confers identity on your business. Many businesses have failed simply because they chose the wrong business name. Choosing an effective name is vital to how your brand is perceived, which affects how it will be received in the market. Below are four clues that will help you choose an effective business name.

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