Thursday, April 18, 2013
A Rose By Any Other Name
A rose by any other name would smell as sweet.
From Shakespeare's Romeo and Juliet, 1600
What matters is what something is, not what it is called.
Well, not so fast there. In today’s fast placed market place the name of your product or business is very important with both customer recognition and a successful search. We aren’t just talking “Google” here. Your customer may search for your business or service in many different ways and your name becomes very important. The last thing you want is for word-of-mouth to stall with, “They were great but I just can’t remember their name.”
Worse yet, is for the word-of-mouth to remember the wrong name and that potential business to go to your competitor due to better name recognition and remembrance.
If you repair lawnmowers you may think that John’s Repair Service would do just fine. But you could get many calls for other repairs and still have no business and many disappointed potential customers. So if we try something like Honda Lawnmower Repair Service you might be in trouble with Honda and miss out on repairs on all the other brands. So All Brands Lawnmower Service may be better.
Yes, many times you may find that someone has gotten there before you and the very best name seems to be gone. You can think them of a geographic name addition or a superlative addition, like Best All Brands Lawnmower Repair. In some cases a state registered name is protected from the addition of a single word modifier.
In cases like that you can use a brand slogan to enhance your name recognition.
John’s Lawnmower Repair
“We Service All Brands” or “Factory Trained For All Brands” For this to work you must use the slogan every time you use the business name. The slogan needs to become part of the business name. That slogan needs to be printed on all of your business materials and even used when answering the phone or a simple email signature.
So, if you want your business to smell as sweet as a Rose you need to do your “Name” research carefully. Use the best name you can use when you have MI Printing doing all of your business printing needs.
At MI Printing we look forward to working on your business printing needs. We look forward to working with your business. Give us a call at 623.582.1302 and let’s talk.
MI Printing, LLC