Do names matter?

Apple. McDonald’s. Tesla. Nike. Netflix. Amazon.

All these names mean something. They’re recognisable. They spark immediate images in the mind, be it the logo or an idea of what they stand for. If these brands had been founded under a different name, would they be as successful?

Of course they would.

These particular examples obviously have one thing in common: their names are short, snappy and memorable. This obviously helps, but let’s not kid ourselves into thinking that they wouldn’t be who they are if they’d picked something else.

If for some reason your brand isn’t hitting the mark, the first place to start is with your strategy and execution. Is your messaging right? Is it differentiating? Do the actions of your business support your words? Are you providing the solution to a problem that needs solving?

If you can do these things it doesn’t really matter what you’re called. You’re going to do alright.

Of course a great name will always help you out – things that are clever, easy to say or a doddle to remember will always give you the slight upper hand. But, thinking your brand name is the problem is you looking for an excuse, and creating a extra hurdle before you can tackle the important stuff. Focus on you’re brand’s behaviour. If yours good enough, people will learn to remember your name.


Sorry I’ve been away! I’ve been a bit under the weather the last week so this has been more a ‘sort of’ than a ‘daily’ blog. I promise to try and make up for lost time.