What is in a name?
Your name is your calling card, your brand, your first impression to your potential customers.
Your businesses name is equally as important as the products you sell.
So when I chose to start a Candle company, with clear objectives in mind, choosing a name became a priority early on.
It was very important to me that the name accomplished two things:
- Making it clear to the customer that the product being sold was Candles
- Setting it into the customer’s mind that the company has a clear goal of raising money for charity.
In order to make these two objectives very clear, I very soon came up with the name as it now stands: “Candles For Cure“.
It is catchy, and has a nice sound to it. It is not an abstract name (Such as Twitter, or Google) which has no relevance to the actual company’s products and services.
I felt that by naming the company Candles For Cure, it would entice further questions from the potential customer… “What are you trying to help cure?” and other questions of that nature would lead the customers to do more research on the company. This would be a starting point to get them excited about the product and the cause being championed. The hope is that the customer then goes to the website, and realizes that Candles For Cure donates portions of all sales to the Alzheimer’s Association. Hopefully by that point, sufficient brand awareness and trust in the company would have been built to make the customer feel comfortable in making a purchase.
Now, am I saying that your business name has to clearly lay out your companies goals and products? Of course not. The above examples of Twitter and Google are wonderful examples of companies who took a obscure sounding word, and made it a household term merely by providing valuable products and services. There is nothing saying you cannot do the same.
For the purposes of my candle company however, I felt that a more traditional approach was appropriate for the type of customer I was hoping to attract.
How do you feel about the business name Candles For Cure?
I hope that my rationale for my business name choice has helped you in formulating and brainstorming the name for your business!
By all means, I would love to give any of you feedback on naming issues!
Thanks for reading this installment of the Candles For Cure Case Study! Tune in soon to continue following my journey of launching my own home based small business one step at a time!
{ 1 comment… read it below or add one }
I agree with you about the principle of naming business with a logical method. This is more important when you a dealing with a real product. The down side is most of the good names are taken. Also say Amazon which started selling books was in a new media, the internet, and wanted to build a distinctive transnational book brand; after all booksRus will have little meaning to a non English speaker.
Best wishes.
Gerry @ Candle fragrance oil´s last blog ..The Advantages of Soy Candle Wax