This The Secret Behind

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This The Secret Behind

It is frequent on the highway. Once again you are stuck behind a ragged van in a traffic jam and you start to read the text on the back out of boredom. Plasterer De Smeerbeer. “How do they come up with it?” You grab your phone and share the name with your followers. The internet is full of hilarious company names, but is that also the path you should take with your company name?

For many starting entrepreneurs, it is living hell: coming up with a name for your company. At first you think ‘how hard can it be?’ Until after many brainstorms you find out that it is complicated. Of course you want a free domain name for the website. Unfortunately, that nice name is already taken. And this one too! Sh*t, there’s even a competitor there. If you have finally found a free domain name, it turns out that there are still all kinds of laws and regulations for names. Many names are registered and therefore also ‘occupied’. You would almost stop doing it again.

That stopping happens regularly. Not that no name is chosen, that’s just the way it is. But a name is ‘just’ chosen. Something that was still free. Something not too complicated. Difficult to spell. Incomprehensible. Or just your last name. Is that so smart? How important is that name to your business?

Your name is the core of your business

A well-known example of philosopher Yuval Noa Harari is the Peugeot brand. We’re doing a little thought experiment. Suppose today all Peugeot cars would suddenly be gone. Also the factories, offices, employees, advertising… Everything from Peugeot has disappeared and will not return. Then you and I can still talk about Peugeot. All I have to do is say the name and you’ll know exactly what I’m talking about. That’s the beauty of a company name. It only takes one word to open up a whole world. How beautiful is it when you have that word in your hands?

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Your name gives you self-worth

Your name is something you show to the outside world every day. The name is reflected in everything you do. If you’re not happy with your name, don’t shout it from the rooftops and miss out on Sales Directors Email Lists opportunities. This ‘name shame’ in turn leads to cowardly marketing. To dive. You cannot enthusiastically talk about your company name to anyone.

Every day I speak to entrepreneurs who find out after a few years that they have made the wrong choice. Missed opportunity! Should have thought about it better at the start.

Your name is worth so much more

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Names determine your search behaviour. Good to experience for yourself. What search results do you come across in your industry? Look at the names. What do they do to you? Which names would you click on yourself? And which ones not? Being ‘high’ on a search page naturally helps to get clicks. But the name that appears in a search result is also a huge determining factor for success. Say for yourself: are you more likely to click on plasterer SmeerKees or De Glad Strijker?

So what is a good company name?

I am sometimes approached with fear and trembling by entrepreneurs who have just come up with a new name. “What do you think of… Meadow?” I just don’t have that much of it. My first question is always: who are your customers and what do they think? A company name is not there for you, but for your customers. They should be happy with the name, passing it on to others, looking it up. And yes, Meadow sounds nice but does it say something about what you do? (In this case yes, it is a beach bar on the IJssel).

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