Guest Editorial by Grant Polachek, head of branding at Squadhelp.com
Naming a brand can be one of the most critical decisions in the life of a business. So, it’s crucial to have a memorable name that stands out from the competition.
The perfect name for your brand should align with your brand positioning and resonate with your target consumers.
That said, here are some tips to help you create the perfect name for your brand.
Five Secrets to Crafting a Memorable Business Name
1. Align Your Name with Your Brand Positioning
Before you start brainstorming names, it’s essential to understand your brand positioning. Your name should reflect your values, mission, and offerings. This way, you can create a name that reflects your brand’s big ideas, values, tone, identity, and personality.
2. Brainstorming Names
Brainstorming is an excellent way to generate perfect one-word business names. Start by creating a list of words or phrases that best describe your brand. Then, consider metaphors, visual imagery, and emotions that could help create a name that resonates with your target audience.
For example, the brand name Amazon is derived from the Amazon River, one of the world’s largest rivers. This metaphor helped Jeff Bezos to convey a sense of size and strength, which perfectly reflects Amazon’s expensive offerings.
Another excellent example is Apple, which everyone knows is an iconic fruit that everyone knows, but Steve Jobs was able to use it as a metaphor for communicating his company’s innovative products.
3. Start Brainstorm as Many Ideas as Possible
When it comes to naming your brand, it’s important to brainstorm as many ideas as possible. This is where creativity and imagination come into play.
Consider crowdsourcing or leveraging a business name generator to generate exciting names that resonate with your business.
4. Validate Your Names with Trademark Research
Once you have brainstormed a list of potential names, it’s vital to validate them with trademark research. Make sure that another brand hasn’t already used the name you choose. Otherwise, you could face a cease and desist letter.
5. Use Audience Testing Before Making Your Final Decision
Before you make your final decision, it’s important to conduct audience testing. This involves asking your target consumer which names draw attention and inspire action.
However, be careful what questions you ask—you want to ensure that you’re gauging which words best align with your brand ideas.
Here’s a Simple Analysis of Eight Leading Brand Names
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Nike: The name is derived from the Greek goddess of victory and is an ideal representation of the company’s mission.
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Coca-Cola: The name is derived from the drink’s two main ingredients in the drink, coca leaves, and cola nuts.
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Starbucks: Starbucks was derived from the first mate in Herman Melville’s classic novel Moby Dick.
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McDonald’s: This name was derived from the two brothers who founded the company, Richard and Maurice McDonald.
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Walmart: This name was created by the company’s founder, Sam Walton.
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IBM: It’s a simple acronym crafted from International Business Machines.
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Microsoft: Bill Gates created this name by combining microprocessors and software.
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Google: The name is derived from “Googol,” the mathematical term which refers to the number 1 followed by one hundred zeroes.
Conclusion
Naming your company is one of the most vital decisions you’ll make as a business owner.
Align your name with your brand positioning and consider metaphors, visual imagery, and emotions.
Brainstorm as many ideas as possible and validate your names with trademark research. Finally, use audience testing before making your final decision.
About the Author
Grant Polachek is the head of branding at Squadhelp.com, a 3x Inc. 5000 business that provides exceptional naming services and has aided various Fortune 500 companies and countless start-ups.
Squadhelp has assessed over a million names and compiled a selection of the most distinguished names currently available on the web. It is also the number one crowdsourcing platform worldwide.
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TENEO Honored in 2022 ‘ASTORS’ Homeland Security Awards
American Security Today’s Annual ‘ASTORS’ Awards is the preeminent U.S. Homeland Security Awards Program, and now entering it’s Eighth Year, continues to recognize industry leaders of Physical and Border Security, Cybersecurity, Emergency Preparedness – Management and Response, Law Enforcement, First Responders, as well as federal, state and municipal government agencies in the acknowledgment of their outstanding efforts to Keep our Nation Secure.
TENEO
Excellence in Public Safety & Community Resilience
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In today’s complex operating environment, organizations are charged with mitigating an array of interdisciplinary and intersecting risks across the enterprise, whether terrorism, pandemic, physical security risk, geopolitical risk, or cyber threat.
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The complexity of this risk landscape demands new mitigation strategies and tactics that transcend traditional security processes.
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Led by former NYPD and LAPD Police Commissioner, and current Vice Chairman of the Secretary of Homeland Security’s Advisory Council, Bill Bratton, TENEO Risk Advisory’s leading security and political risk consultants have the expertise and backgrounds acquired from the world’s most respected corporate, intelligence, public safety, public health, and technology organizations.
(Meet Trident, Teneo Risk’s online and interactive dashboard environment that combines real-time data feeds and analytics, built to expand your strategic analysis on current and future security risk issues. Courtesy of TENEO and YouTube.)
Homeland Security remains at the forefront of our national conversation as we experience an immigration crisis along our southern border and crime rates that are dramatically higher than before the Pandemic across the United States.
These challenges have become a national priority with an influx of investments in innovative new technologies and systems.
Enter American Security Today, the #1 publication and media platform in the Government Security and Homeland Security fields, with a circulation of over 75,000 readers and many tens of thousands more who visit our AST website at www.americansecuritytoday.com each month.
The pinnacle of the Annual ‘ASTORS’ Awards Program is the Annual ‘ASTORS’ Awards Ceremony Luncheon Banquet, an exclusive, full-course plated meal event, in the heart of New York City.
This year’s exclusive sold-out ‘ASTORS’ luncheon featured representatives of law enforcement, public safety, and industry leaders who came together to honor the selfless service of those who stand on the front lines, and those who stand beside them – providing the capabilities and technologies to create a safer world for generations to come.
This year marks the 20th anniversary of the Department of Homeland Security (DHS), which came out in force, to discuss comprehensive collaborations between private and public sectors that have led to the development of intelligence and technologies which serve to protect our nation.
The continually evolving ‘ASTORS’ Awards Program emphasized the trail of Accomplished Women in Leadership in 2022, as well as the Significance and Positive Impact of Advancing Diversity and Inclusion in our Next Generation of Government and Industry Leaders.
The keynote address was provided by U.S. Customs and Border Protection (CBP) Office of Field Operations (OFO) Deputy Executive Assistant Commissioner (DEAC) Diane Sabatino, who described the changes to CBP through the tragedy of 9/11 and the relentless commitment to its mission and ongoing investment in the latest technologies and innovations to protect our borders and Homeland.
The resounding theme of the DEAC’s remarks was her pride in the women and men of the CBP and their families who support them.
AST was also joined by Legendary Police Commissioner William Bratton, who spoke, as always, about his love for the City of New York, the Profession of law enforcement to which he has dedicated his life, and for which he continues to drive thought leadership and innovation.
New York City Police Department (NYPD) Chief of Department Kenneth Corey, came out to address Luncheon attendees and shared some of his experiences and the changes in policing he’s witnessed over his more than three decades of service.
FDNY Chief Joseph Jardin honored the men and women of the FDNY, not only those who currently serve but all of those who have selflessly served, with a special recognition of those lost on 9/11.
Chief Jardin spoke about the continuing health battle of many following 9/11 with cancer and respiratory disease, yet now knowing the full consequences, would not have made a different decision to respond.
As Chief Jardin noted, mission-driven service is in the lifeblood of every firefighter, volunteer and sworn and has been so throughout the history of the Fire Service.
Former head of the FBI’s active shooter program, Katherine Schweit joined AST to sign complimentary copies of her book, ‘STOP THE KILLING: How to End the Mass Shooting Crisis,’ thanks to the generosity of our 2022 ‘ASTORS’ Awards Sponsors.
The 2022 ‘ASTORS’ Awards Program was Proudly Sponsored by NEC National Security Systems (NSS), ATI Systems, Automatic Systems of America, guardDog AI, Fortior Solutions, IPVideo Corporation, Rajant Corporation, RX Global, and SIMS Software!
We were pleased to welcome the esteemed New York City Fire Department (FDNY); the New York City Police Department (NYPD); and the NYC Hospital Police, as well as Executive Management from the U.S. Cybersecurity and Infrastructure Security Agency (CISA), and many other DHS agencies, Federal law enforcement agencies, and private/public partnerships such as the National Association of Women Law Enforcement Executives (NAWLEE), the 30×30 Initiative, a coalition of professionals advancing the representation of women in policing; and Operation Lifesaver, Inc. (OLI) (rail safety advocates).
The prestigious Annual ‘ASTORS’ Homeland Security Awards Program highlights the most cutting-edge and forward-thinking security solutions coming onto the market today, to ensure our readers have the information they need to stay ahead of the competition and keep our Nation safe – one facility, street, and city at a time.
In 2022 over 240 distinguished guests representing Federal, State, and Local Governments, and Industry Leading Corporate Firms gathered from across North America, Europe, and the Middle East to be honored among their peers in their respective fields.
Each year, to keep our communities safe and secure, security dealers, installers, integrators, and consultants, along with corporate, government, and law enforcement/first responder practitioners, convene in New York City to network, learn and evaluate the latest technologies and solutions from premier exhibiting brands at ISC East, the Natural Disaster & Emergency Management Expo (NDEM EXPO), and the ASIS NYC Expo.
ISC East is the Northeast’s leading security & public safety event, hosted in collaboration with sponsor Security Industry Association (SIA) and in partnership with ASIS NYC.
Corporate firms, the majority of which return year to year to build upon their Legacy of Wins, include:
Advanced Detection Technologies, AMAROK, ATI Systems, Axis Communications, Automatic Systems, BriefCam, Canon U.S.A., Cellbusters, CornellCookson, CyberArk Fortior Solutions, guardDog.ai, Hanwha Techwin of America, High Rise Escape Systems, IPVideo Corporation, Konica Minolta Business Solutions, NEC National Security Systems, NICE Public Safety, OnSolve, PureTech Systems, Quantum Corporation, Rave Mobile Safety, Regroup Mass Notification, Robotic Assistance Devices, Rajant Corporation, SafeLogic, Select Engineering Services LLC, Singlewire Software, SolarWinds Worldwide, Teledyne FLIR, Valor Systems, and West Virginia American Access Control Systems, just to name a few!
Why American Security Today?
The traditional security marketplace has long been covered by a host of publications putting forward the old-school basics to what is Today – a fast-changing security landscape.
American Security Today is uniquely focused on the broader Homeland Security & Public Safety marketplace with over 75,000 readers at the Federal, State, and local levels of government as well as firms allied to the government.
American Security Today brings forward a fresh compelling look and read with our customized digital publications that hold readers’ eyes throughout the story with cutting-edge editorial that provides solutions to their challenges.
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AST Digital Publications are distributed to over 75,000 qualified government and homeland security professionals, in federal, state, local, and private security sectors.
‘PROTECTING OUR NATION, ONE CITY AT A TIME’
AST Reaches both Private & Public Experts, which is essential to meeting these new challenges.
Today’s new generation of public safety and security experts need real-time knowledge to deal with domestic and international terrorism, lone wolf attacks, unprecedented urban violence, shifts in society, culture, and media bias – making it increasingly difficult for Homeland Security, Law Enforcement, First Responders, Military and Private Security Professionals to implement coordinated security measures to ensure national security and improve public safety.
These experts are from Government at the federal, state, and local levels as well as from private firms allied to the government.
AST provides a full plate of topics in our AST Monthly Magazine Editions, AST Website, and AST Daily News Alerts, covering 23 Vital Sectors such as Access Control, Perimeter Protection, Video Surveillance/Analytics, Airport Security, Border Security, CBRNE Detection, Border Security, Ports, Cybersecurity, Networking Security, Encryption, Law Enforcement, First Responders, Campus Security, Security Services, Corporate Facilities, and Emergency Response among others.
AST has Expanded readership into integral Critical Infrastructure audiences such as Protection of Nuclear Facilities, Water Plants & Dams, Bridges & Tunnels, and other potential targets of terrorism.
Other areas of concern include Transportation Hubs, Public Assemblies, Government Facilities, Sporting & Concert Stadiums, our Nation’s Schools & Universities, and Commercial Business Destinations – all enticing targets due to a large number of persons and resources clustered together.
To learn more about ‘ASTORS’ Homeland Security Award Winners solutions, Be On the LookOut for the 2022 ‘ASTORS’ CHAMPIONS Edition Fully Interactive Magazine – the Best Products of 2022 ‘A Year in Review’.
The Annual CHAMPIONS edition includes a review of ‘ASTORS’ Award Winning products and programs, highlighting key details on many of the winning firm’s products and services, including video interviews and more.
It will serve as your Go-To Source throughout the year for ‘The Best of 2022 Products and Services’ endorsed by American Security Today, and can satisfy your agency’s and/or organization’s most pressing Homeland Security and Public Safety needs.
From Physical Security (Access Control, Critical Infrastructure, Perimeter Protection, and Video Surveillance Cameras and Video Management Systems), to IT Security (Cybersecurity, Encryption, Data Storage, Anti-Malware, and Networking Security – to name a few), the 2021 ‘ASTORS’ CHAMPIONS EDITION will have what you need to Detect, Delay, Respond to, and Mitigate today’s real-time threats in our constantly evolving security landscape.
It will also include featured guest editorial pieces from some of the security industry’s most respected leaders, and recognized firms in the 2022 ‘ASTORS’ Awards Program.
A complete list of 2022 ‘ASTORS’ Award Winners will be announced shortly.
For more information on All Things American Security Today, as well as the 2023 ‘ASTORS’ Awards Program, please contact Michael Madsen, AST Publisher at mmadsen@americansecuritytoday.com.
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