And yes, I do mean baloney. Like the sandwich. But also like… the nonsense we tell ourselves.
Here’s the lowdown:
I’ve been on the road a fair bit lately. The novelty of travel – planes, trains and automobiles – wears off after a while, but you know what never gets old?
Live, in-person, 3D interactions with actual humans
AND…
Going for a run in a new city (eye candy everywhere, taking the focus off my rising heart rate).
Last week: Toronto. It’s 6 am, 6 degrees (celsius) outside and small businesses line every block.
This word nerd loves a good name. And I stumble on:
ColdKutz. Cool name for a deli, right?
A fresh take on cured meats on a bun.
Except…It’s not a deli.
It’s a “Luxury Salon and Spa”…of course. 😜
Let’s pause and think about this for a moment…
Who might be the customer of a luxury salon and spa? Someone with an affinity for the finer things in life, perhaps?
Maybe they see themselves (or who they hope to be) in brands like Chanel, Rolex and Bentley.
Oh wait….and ColdKutz? hmmmm
Then…2 doors down: The Removery.
Who might this be?
“The World’s Tattoo Removal Experts.”
Boom: Right between the eyes.
Now there’s a name that doesn’t make me work so hard.
And now I forever know the place to go for that “what was I thinking” ankle tattoo from Cancun ‘09.
Of course, I know nothing about these businesses, their customers or their strategy.
It’s just a glimpse into the conversation in my brain and the power of words.
Words create meaning.
They are symbols we can share.
Too obvious…you sound like everyone else
Too clever…and it misses the target every time
Naming a business is one of the hardest things to do.
Why?
I often find myself saying a name is an empty vessel until you build meaning into it. That’s only true-ish.
The truth is…a name has whatever baggage the audience associates with the words and sounds 𝙐𝙉𝙏𝙄𝙇 you build 𝙉𝙀𝙒 meaning into it.
Not sure? Google it.
(I just laughed at my own joke)
Of course this isn’t just limited to the name of a business, it applies to the words you use for anything.
There’s the sender’s intention and the receiver’s filters.
No name, no word, no message lands exactly as intended.
We receive every message through our own lens; our experiences, values, beliefs, and our relationship to the sender.
That’s why storytelling is both art and science.
So if you’re naming something, a business, a product, a process, or even just a message you want to land, here’s the sweet spot:
- 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹: Choose words that evoke something real or aspirational.
- 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗺𝗮𝗸𝗲 𝘀𝗲𝗻𝘀𝗲: Your audience shouldn’t have to decode it.
- 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗺𝗲𝗺𝗼𝗿𝗮𝗯𝗹𝗲: Simple, sticky, and easy to recall.
A name isn’t just a label.
It’s the first sentence in the 𝙨𝙩𝙤𝙧𝙮 𝙤𝙛 𝙮𝙤𝙪.
And if your first sentence says deli, when you’re really offering an updo… well, don’t be surprised when people show up hungry.
Mary
P.S. We help visionary leaders and organizations achieve more impact through purpose, engagement and storytelling. When you’re ready, here’s how we can help:
- Build the story of your impact through Envision OnPrpose™
- Develop purpose-driven leaders and storytellers with Lead OnPrpose™
- Energize your people’s potential from the inside out with Engage OnPrpose™
- Amplify your industry voice through Influence OnPrpose™
P.P.S. Check out past One Thing Thursdays here.
