Hyped Up


hype-marketingHyped Up

Hype /hip/
1. {Webster} to intensively promote a product or idea
2. {Urban Dictionary} when someone gets excited about something

No disrespect to Mr. Shakespeare, but while Romeo and Juliet may have quibbled over “What’s in a name?”, the answer is “Everything” when it comes to your business.

The power of a name has been immortalized in prose and poetry for centuries. But you don’t have to look far for proof of the value of a company’s name. When Google’s founders announced in early August that they were renaming their firm “Alphabet Inc.”, they triggered a media frenzy. More importantly, the renaming prompted a spike in the company’s stock.

In fact, this wasn’t Google’s first name change. It started out as BackRub in 1996 – not exactly a name that evokes “world-changing search engine.” Which brings us to what’s really in a name.

Although the perfect business name won’t guarantee success, it’s definitely what customers will remember most – for better or worse. It will give people an idea of what to expect from your product or service, and set the tone for every business interaction you have. Your name has the power to draw customers in – and send them running to your competitors. Pretty heady stuff for a few letters strung together!

This recent Forbes article drives it all home for me. It looks at a dozen or so iconic brands that had decidedly humble beginnings: Nike began life as Blue Ribbon Sports; BlackBerry was known as Research In Motion; and Nintendo was founded in 1889 as the Marafuku Company. They may not have gotten it right on the first try, but these re-titled brands turned a better business name into an unforgettable business identity.

It took me weeks to come up with a name for my business. I wanted something that was easy to remember, and that really described who I am and what my company represents. I knew that what excites and inspires me is seeing small businesses grow and thrive, and that I wanted to play a key role in their success stories.

I tossed around names like Main Street Marketing and SM Creative. At one point I even considered something more generic like Focus Marketing. Nothing really clicked.

Then I stumbled on the word “hype” while listening to a radio commercial. And I knew that was it.

“Hype” marries excitement with intensity, which for me are the key ingredients to marketing anything. And I’m not going to lie – “hype” gives you a hint about who I am and the energy I bring to working with clients. Since I am my brand, it was essential to have a name that speaks clearly to that.

Does your business name resonate with who you are and what your company represents? Does it fit the character of your business? If you’re in the process of choosing a name, ask yourself who your audience is and why they should do business with you. Get clear about the values you want to convey and how the name will reflect them. Are you all about age-old tradition or edgy efficiency?

If your current name isn’t doing it for you, I wouldn’t dare suggest changing it (unless it makes good marketing sense.) But you might want to seriously consider refreshing your brand with an awesome tagline or revamped messaging. Something that says more about who you are. Who you serve. And most of all – something that excites you!

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