What’s in a name? That which we call a rose by any other name would smell as sweet.

Shakespeare was an amazing writer. But when it comes to marketing, perhaps the Bard isn’t who we need to be turning to for insight and guidance. Names, particularly in today’s brand-conscious world, are exceptionally important. In a crowded marketplace, where purchasing decisions are made in the blink of an eye, having the right name can draw customers to you. The right name, in fact, can make potential customers feel like your company was tailor-made to meet their needs. That’s a powerful phenomenon.

This power, however, comes with a cost. When you’ve named your business “Barney’s Best Peanut Brittle” the public will expect that A) you sell peanut brittle and B) it’s pretty awesome. If they come to your shop, only to discover you’re actually selling chinchillas, and they don’t taste good at all and in fact get all squeaky and indignant when you try to eat them, they’re going to be understandably miffed.

My example is silly, but the lesson is deadly serious. Think about the descriptive words that are very common in today’s business names – words like Easy, Green, or Mobile. These words have meaning. They promise something, and it’s on you, as the business owner, to make sure the promise is kept! If your name promises it’s easy to use your service, don’t make people spend 2 hours filling out complicated forms! If your name promises your business is green, make sure you’re visibly involved in initiatives to improve the environment. If your name promises you’re mobile, you’d better be sure your website and digital marketing work well when viewed on a smartphone or tablet computer.

It’s a good practice for every business owner to periodically consider their business name and make sure that the promises being implied by that name are actually being kept by the company. If they’re not, it’s time to adjust, and bring your offerings into alignment with your messaging. That’s the best way to ensure you’re attracting the right customers and that you’re keeping them satisfied!