Naming Your Salon

04/28/2008

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Overall, keep it simple and memorable, and remember the alphabet. If someone looks up tanning salons in the phone book, they will see the "A"s first, which means "Zebra Tan," probably wouldn’t get many inquiries. Not to mention, the zebra reference would be a connotation to avoid.

Once a good name is in place, Meyer says, it is worth the cost to trademark it. Preferably, the listing for the company Web site should be the same as the name, too. Web domain names are quite affordable these days at only a few dollars per month.

If you’re stuck, you can always outsource the naming task to a search company or a consultant, who can check the trademark information for you and also craft a creative name. Costs range from $5,000 to $50,000 depending on the size of the company and scope of the naming program.

12 Commandments of Naming

1. Think big. Even if you are planning a local business, plan for your future, which can include national and global expansion.

2. Avoid "me too." The point of marketing is to stand out and be different. Copycat schemes don’t deliver.

3. Keep it simple.

4. Keep it memorable.

5. All things equal, an alphabetically desirable name helps—a lot.

6. Watch out for undesirable connotations, both in English and in other languages.

7. Watch out for trademarks that belong to other entities.

8. Try to connote what you do or offer or the nature of your product/service.

9. Get outside viewpoints. The more good minds, the better.

10. Allow yourself the possibility of imperfection, and consider the opinions of consumers and focus groups. Allow yourself the freedom and right to rename yourself or replace obsolete names.

11. Don’t underestimate the value of a good name.

12. Own the dot-com extension of the name.

Reprinted with permission from Naming Systems. For more information visit www.namingsystems.com.

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