Is It Memorable?

Choose a name that reflects a distinct, memorable aspect of your business or one around which you can develop a strong connection to your product or service. Companies named after their founders are easy to remember because they link to the owner’s face, which triggers recollection of the name. Similarly, companies named after a physical characteristic (Pebble Beach, for example) are memorable because the unique attribute can create a strong impression —­ unless the feature is overused in other business names (refer to the earlier section “Is It Original in Your Market Area?”). You can also make a name memorable with a logo that reinforces the name and by developing a strong brand story (see Chapter 7).

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