Is your company name a pothole or a foothold?

 Is your company name a pothole or a foothold?

What is your objective when naming your company? Is it to simply identify with your local market or to grow your company? Not suprisingly, most people choose to brand their company with a name that gives them a local presence. And usually, naming a company from this perspective works well for a while until you outgrow your market.

Let's say, for an example, you own a moving truck company in the greater San Francisco California area and you're trying to name your business. And after much debate, you come to the conclusion that the name - San Francisco Vanline Movers is the best name of choice.

Seems good right? Wrong!

After a few years of servicing the San Francisco area, you realize that you must expand your business in order to remain competitive, but herein lies the problem. The San Francisco Vanline Movers brand only identifies with the San Francisco market and not the rest of california. And what if you wanted to expand your brand nationally? This would be present an even bigger problem!

As to be expected, you would need to rebrand your business inorder to appeal to a broader customer base. And that's only the half! What if you wanted to expand your services to also include other relocation services? Needless to say, you would need to advertise! advertise! advertise! to reposition your new company brand in the marketplace.

Creating a foothold brand

 The term foothold literally means - 'a position usable as a base for further advancement'. So naturally, building upon a company name that positions your company for future marketing growth would be a much better option. Of course, this still requires that you both identify & relate your business position within one short, succinct name statement. In this regards, it is usually best to build upon descriptor words that evoke a sense of space, distance, and other expansives.

Now, let's think of a better company name for your 'Vanline Moving Company'....... How about - 'Cross Point Moving Inc.'. Having this type of name evokes a sense of moving "from point A to point B", no matter what's the distance. And by using the word Point, we orient the moving experience to highlight a sense of destination or settlement. [e.g. CrossPoint Moving - "Moving you from point A to point B" ]

So the next time you choose a name, be sure to find that a name that allows you to position your business and or services for future marketing success! And Lexis Domains is here to help you find the right perspective for your company name.