Does your company’s name really matter? The answer is yes, yes it does. In the world of marketing and branding, a company’s name is just as important as the products or services they provide. A branded name is essential when it comes to the element of identity. This is the first thing your customers see and typically, it’s how they remember a specific product or company.
When it comes to the health and wellness industry, brand names are oftentimes focused on functionality rather than attempting to connect with audiences on an emotional level. This can be a missed opportunity, as something as simple as your brand name can affect your bottom line as well as drive profit, premium, and preference.
With that being said, there are a few secrets when it comes to selecting a successful brand name in the health and wellness industry. Take a peek and see what your practice might want to consider when selecting a new name.
1. Jot down your ideas.
While picking the “right” name for your business is ideal, the most important thing you’ll want to avoid is actually picking a name that’s totally wrong for your practice. While you have a great opportunity to choose a name that really reflects your business, it isn’t the most important thing to accomplish.
Providing service that make a difference in your customers lives will nearly always overcome a less-than-inspired company name. Why not incorporate that difference into your name? A good place to start is by simply brainstorming and asking yourself the following questions:
What are some words that happy customers and patients might use to tell their friends about your practice?
What are 5-10 benefits that your business provides?
What are 5-10 key things that make your business different in the eyes of your patients?
What words would colleagues, friends, and family use to describe your business?
Take a moment to jot these down without stopping to weigh the pros and cons of how the words would actually look in a name. Then, start looking at which word combinations might lend themselves to a business name. Make sure to check your ideas against the names of similar businesses, as well.
2. Consider your practice’s owners or founders.
If he or she happens to be very well-known in your field or community, naming your business after your founder can sometimes be a good idea. With names floating around like the Atkins Diet, or Johnson & Johnson, it’s easy to see why this idea would be appealing when naming your practice. However, that isn’t always the case.
Normally, selecting a more descriptive or evocative name is the best bet, especially if you have doubts your company would be recognized based solely on the founder’s name.
However, if you do choose to name your practice after the owners or founders, consider pairing their name with descriptive terms. This works well, especially if their name recognition is local or regional, but not national. For example, Lucille Roberts Fitness for Women is a great example of how to include local name recognition with a description of the business that would be meaningful outside the region.
3. Say no to trendy references.
In this day and age, its easy to see what’s trending online and attempt to replicate it. However, this is not an ideal practice when selecting a name for your business.
This is because most health and wellness businesses want to emphasize credibility above everything, and with a name like “CoolDoc,” you might find that audiences will be confused as to what your business does, or even if it is, in fact, a medical practice.
4. Check URL availability.
Ideally, the name you decide upon will be available to register as a domain online. Occasionally, however, there are instances where the name you select will already be in use.
When this occurs, it’s oftentimes possible to obtain a domain registration for a shortened or modified version of your name. If not, you might consider going back to the drawing board to ensure you don’t run into any confusion between your business and another with a similar name.
5. Ensure your name is properly registered.
Because different states have different restrictions on business names as well as different requirements for registering a business name, it might be a good idea to consult with an attorney to see what your options are. By sitting down and talking with a legal representative, you can ensure that the name you like is a name you can legally use and protect for future use.
That’s it! Once you’ve mastered the secrets to brand naming success, you’ll be well on your way to having a name that reflects your practice and your values.
Want more information on how to name or market your health and wellness practice? Give us a shout and set up your free marketing audit today!