How Important Is Your Company Name?
If you're about to launch a new company and don't know what to name it, that's understandable. But don't be tempted to avoid the dilemma by attaching yourself to the first name that seems to fit relatively well. After all, the name you choose will likely be critical to your company's overall success. For example
: Sierra, a venture capital-backed business providing SAT preparation, college interview coaching, and financial aid counseling, was on the verge of a major expansion and about to open new facilities and spend money on advertising and other initiatives.
The executive director of the company thought it needed a logo. But he soon realized that the name Sierra didn't say anything about what the business did. He hired a branding company who changed the name to Achieva Centers and created a memorable logo to accompany that descriptive name. Achieva soon launched a major marketing campaign, started radio advertising, and opened new centers.
The new brand quickly built interest, enthusiasm and support from customers and prospective customers as well as from inside the company. This new brand has become a positive focal point and a strong foundation for growth that will help ensure the ultimate success of this company.