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  Category: Articles » Business » Marketing & Promotion » Article

New Business Names: Naming With A Story

By Marcia Yudkin

Sometimes a company name communicates a message on its own, and sometimes the story underlying the name adds depth and distinction to that message.

Isis Group International, for instance, uses the name of an Egyptian goddess in a word combination that comes across well to the ear and looks great in an artfully designed arrangement of fonts, shapes and colors. (See the logo at

The tag line clarifies what the firm does: Training and Consulting for a World of Difference. The firm's three experienced consultants conduct cross-cultural training, coach international executives, help smooth the process of cross-border mergers, and more.

With the story behind the name, an even deeper level of meaning unfolds. I wrote it this way for the opening section of the firm's brochure:

"Isis: Insightful Guidance for Global Success

"In ancient Egypt, the goddess Isis possessed a well-earned reputation for exceptional tenacity, intelligence, healing, resourcefulness and creativity. Isis Group International follows in her footsteps with customized consulting, training and coaching for today's smaller than ever, diverse world."

In explaining what the name means, the firm reveals some of its values and implies that it has certain qualities that matter to clients. Ideally, testimonials, other marketing copy and the firm's work itself all complement this story. The whole package then becomes unusually appealing and memorable.

For this naming strategy to work, you need a name that at least hints at the story and a story that contains something not generally known that fits how you wish the company to be perceived. Most adults who don't recall that Isis was an Egyptian goddess or her specialty as a goddess would still vaguely sense the international flavor in the name. With more familiar mythological figures like Hercules or Midas, however, the story would run the risk of belaboring the obvious.

Enlist the aid of a top-notch graphic designer and marketing writer to enhance the association with the story, and include a brief version of the story when you introduce the company.
About the Author
Marcia Yudkin is the author of 6 Steps to Free Publicity and ten other books hailed for outstanding creativity. Find out more about her new discount naming company, Named At Last, which brainstorms new company names, new product names, tag lines and more for cost-conscious organizations, at .

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  Some other articles by Marcia Yudkin
Business Names Do Matter, Norm Brodsky
In the November 2005 issue of Inc. magazine, Norm Brodsky wrote: "Your company's name plays little, if any, role in determining your success." ...

Naming Your Local Business
Pothole Pictures: Normally this name wouldn't create a positive image for a movie theater. But in Shelburne Falls, Massachusetts, where glacial potholes in the Deerfield River running through the village are a ...

The Benefits Of Branding
Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking ...

Branding Cures Several Marketing Headaches
Are you trying to attract business with a no-name, no-differences-from-competitors company identity? Branding your company, when done well, not only helps you stand out in a field of ...

Exploit Your Brand To The Fullest
A brand goes beyond a company name and tagline. It is a complete personality or set of values, sometimes even a story line, along with repeated visual, auditory and behavioral elements. When you ...

Why Bother Building A Brand?
At a conference in Dallas not long ago, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I looked at his logo, ...

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