Why Company Naming is Different
The Importance of Considering Audiences in the Naming Process
New company naming programs are always the most emotionally fraught, nuanced, and complex. The name will be the executive suite's signature that comes with many opinions and voices. Establishing a deep understanding of what, how, who, and why now from different perspectives is instrumental in getting a company name right.
PS212 believes to accomplish this task, and ensure a smooth and successful experience, we must speak with the organization's leadership, investors, employees, and partners. The goal is to develop a name that instills confidence and inspires existing and future generations of employees, partners, and customers.
A company name must support the story of the brand you are building and serve as an identity for employees. It also serves as a message to customers, partners, and investors; current and future. Additionally, the name must be flexible and remain relevant as the company grows and, in some cases, shifts its focus.
Company names must travel well in different languages and cultures whether the company is publicly traded or privately owned. It is best to understand the inherent meaning of any company name candidates. To that end, PS212 conducts Cultural Sensitivity Analysis™ in appropriate language and regions around the world to ensure that the final name is easy to pronounce, easily understood, and projects the intended meanings across markets.
To learn more about our company naming and Cultural Sensitivity Analysis™, please visit our services page.
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