This is the final post – part 12 – in our series on naming your life sciences company or product. For the previous posts in this series, click here.
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The time has come. You have finally narrowed down your naming candidates to a few, manageable names.
Congratulations!
You should take a deep breath and pat yourself on the back. Give yourself credit. You’ve done a lot of great work.
But there‘s a little more work to do.
Now that you have your final candidates, you need to take the time to determine how each one is going to work in the context in which your investors, partners, family and friends, and customers are going to see it.
We tell our clients that no name ever lives in a vacuum.
That means, the word that you are considering to be your name will never be alone. It will always be said in a certain context and will be presented with information surrounding it―whether on a business card, an advertisement, a billboard, a receipt, an invoice, a press release, or a website.
If you’re planning on testing your name in focus groups or with clients, putting it into context will make it much easier for anyone to understand what your company does or produces.
Here are some ideas for using your name in context:
- What does your name look like? Does it look good on a business card, on a website? Mock up ads, business cards, stationery, and websites using the new name to see what it will look like. A great name coupled with good design will help you stand out in the marketplace.
- Answer the phone using your new name. Does it sound right? Does it sound good when you say it to your friends? To your colleagues? Is the sound something you’re proud to say? Something you’re going to be able to live with for years? Will the name grow with you as your company grows?
- Once you’ve done these exercises, you might want to poll people within your company, investors, and others who might someday interact with you. But don’t get caught in the ‘tyranny of the majority’―just because some co-workers and clients don’t like the name doesn’t mean you shouldn’t use it. Sometimes it is necessary to defy expectations and stand alone.
