Many of us have struggled with what to call something or someone.

In the case of a child’s name it can be a nightmare. After all, we don’t want to lumber our offspring with either too common a handle or something so obscure it invariably results in variations on ‘pardon?’.

A business name is similar, though probably without the psychological pressure of getting it wrong.

Some people are tempted to adopt a name (which is also often their brand) which has no connection to the business they’re in.

This invariably means they have to explain why they’ve gone for such an oddball (in the business context) term.

In needing to explain the name, they lose precious moments to tell a prospective customer their purpose.

In giving themselves a label which has no connection to the product or service they sell, they effectively create an antagonistic storyline.

Which is why, if in the formative stages of business creation, you can create your name – make sure it’s the start of your story.

Make your name a semi-synonym for what you’re doing.

Make sure there’s no disconnect between your name and your message.

Make your name effortlessly flow into your story, and give yourself the best chance of capturing a customer’s heart, and then their head.