» Your Business The Name Game
The right name for your company is out there. Here’s how to find it.
BY BARB GORMLEY W
hat’s in a name? A lot, it turns out. “A good company name shines and at- tracts customers,” says
Naseem Javed, author of Naming for Power: Creating Successful Names for the Business World, which has offices in Toronto and New York. “The wrong name? It’s a slow death.” While there’s no magic formula to finding the right company name, there
20 Fitness Business Canada November/December 2013
are some fundamental guidelines that can successfully guide the process.
Begin with brainstorming A great name can hit you in an in-
stant, but it’s more likely to be the re- sult of weeks or months of thoughtful pondering and deliberating, say the experts. “Get started by brainstorming a
long list of names, and get some help so that the final list of possibilities
is as creative as possible,” says Jason Hemsworth, a principal at Toronto’s Jump Branding and Design Inc. “A suc- cessful brainstorming session should give you 100-200 adjectives, verbs, phrases, nouns and syllables that have been triggered by things like your company’s value proposition and brand personality.” Remember the key rule to success-
ful brainstorming is to let the ener- gy flow by following the “every idea
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