In a word; everything. It’s perception – just like branding. The wrong name for your product or company is as detrimental to your success as a bad omelet at a breakfast bar –
So, you decided to name your T-Shirt store “The Purple Turtle”. Very creative. Yes, it’s named after your brother’s pet, and you’ve always loved that turtle so much. The problem is, you alone are the only one who knows what “The Purple Turtle” means. It means nothing to anyone else but you! So don’t be surprised when people just keep driving by and don’t stop. Many clients are asleep-at-the-wheel when it comes to naming.
“The Purple Turtle”, is not going to tell your customers diddley squat about what you’re selling or who or what you are – unless you’re, of course, selling purple turtles – then you’re golden!
Yes, you can Google that name and you’ll find I’m very wrong. There are dozens of companies that have chosen that name. Auto detailers, party planners, bars, stationery stores, and the list goes on. The problem is that they have to add words underneath to describe what they are selling. And these words are much smaller under the logo and are not part of the logo usually. This is called “a secondary read.” By today’s short-attention-span standards, if you can’t get them with your primary read or logo, you’ve lost them.
And if you’re a good entrepreneur, I’m sure you’re going to dump all your time, money, labor, and good intentions into it. Well, congratulations, you just shot yourself in the foot!
This is what a Creative Services Agency is for – to guide you in starting your business in the correct and most effective way possible. And it all starts with a name.
Type Is Meant to Be Read
This is an old adage about typography. It’s true. And no law-of-logos get broken more often. Clients say, “Put the letters in the shape of a heart or some other shape, forcing the lettering to be unintelligible. Type is meant to be read. Nothing tricky about understanding this.
You have one brief moment to catch their attention, so don’t blow it thinking you’re being clever – you’re not. You’re just killing off your business’s true potential.
If you want water, go to the well. Get a creative services agency on board to help you. Call us.