There is much that resonates within a name. It denotes passion, feelings, and character. Yet we know that the name ultimately does not define the person, product or activity it represents. For example, are all the Marys or Johns you know the same? Without a doubt, not. Ultimately the name is what the person or group makes of it, and the inherent bias of others will form their perceptions. Mary will be who she is because of what she chooses to do with her life, not because of her parents’ naming choices. And she will not be defined by others.
Even everyday products such as the Aristocrat, Fruit Smack, The Pleasure Pit, and Baby Gays all roll off the top of your tongue. What if you instead hear Big Mac, Kool-Aid, Waterbeds, and Q-Tips, the respective individual names for these everyday products?
Naming can be significant. People work hard to develop a product and process that will transform the organization only to have it called the customer intake system. Or we call it such-and-such II. If we want individuals to embrace what we have created, does it not help if we give them a name that may inspire or, at minimum, require a story? We like stories, and if we can provide a reason for people to be curious and ask us to share them, we are on the way to gaining the attention we may be looking for. It also helps if it is recognizable and makes sense to people too.
If you want your team or clients to embrace a new initiative or service, consider what you would name it. Will people remember it, does it provoke some curiosity, will it be memorable? If you want others to use it, consider the name you assign. Make sure there’s a meaning behind it.
