PeterParticipantJune 5, 2015 at 1:02 pmPost count: 0
I’m a business consultant and web specialist, and I’ve worked for 15 years under a company name that no longer matches what I do. I need to rebrand as people get the wrong idea of what I do.
A couple of marketing people have recommended I brand as myself – Peter Bowyer. I get the benefits they outline (Clients know they’re not dealing with a full-service agency, who they’re talking to, make a name for yourself) but I also see drawbacks:
- No one can pronounce my surname (or often spell it correctly)
- Listening to the sound of ‘Bowyer’ (pronounced ‘boh-yer’) I can’t say it sounds upbeat or positive (the ‘o’ and the ‘err’ at the end)
- PB and combinations thereof do not lend themselves to a mark (see the standard of those out there) – I’ve tried in the past
- I have yet to come up with any straplines / marketing slogans that make the name memorable
I’m too close to the name:
- what impression does it give you?
- Can you pronounce it?
- Is there any way to make it memorable?
Am I overthinking the impact a name can have on a brand?
snarkKeymasterJune 5, 2015 at 5:47 pmPost count: 147
“Am I overthinking the impact a name can have on a brand?” No, the name is the single most important piece of branding you will ever do. Go for an evocative name that demonstrates your brand positioning metaphorically, rather than a functional personal brand name or a descriptive or experiential name, such as (likely) your current company name, that tells people what you do and can thus become dated, incorrect, or just be garden variety boring. Read Pro Tip #3 here — http://www.wordlab.com/topic/how-to-use-the-wordlab-forum/ — then post more details about what you do and what kind of story you want to tell to the world. What makes you different from all similar web consultants?
To answer your three questions: 1) run of the mill, one of thousands of such companies named after the founder, and thus very forgettable; 2) yes, but only with some effort, definitely doesn’t roll off the tongue, and the tendency is to pronounce it like “Boyer;” 3) no — better to start from scratch with an evocative name that rises above the level of the goods and services being offered (see comment and link above).
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