Less is More: Part One - Company Name

  • Oct 29, 2019

Once upon a time companies often had long company names: Kentucky Fried Chicken (KFC). The Great Atlantic and Pacific Tea Company (A & P), International Business Machines (IBM), and, of course, International House of Pancakes (IHOP). Same for Kodak, Xerox, FedEx, GMC, and many more, These are well-known brands and everyone knows what they sell.

If you are trying to come up with a brand or a company name, should you go with a long, descriptive name, or a short, easier to remember one?

I was faced with that situation a few years ago with my company, Shorty's Print and Promo. I chose long because it told more of what we do. We have the domain name shortys.net and we could have used that as a brand but it told nothing of what we do. (Shortys.com was snagged by Shorty's Bar-B-Q in Miami.)

Another factor is the domain name. Your short and sweet name may not be available as a domain. One option is to come up with a domain name that that people will remember. The drug Nexium was not able to get nexium.com. But who remembers all these crazy drug names and how to spell them. So they use purplepill.com. A company called Peninsular Pest Control uses crittergitter.com. This is easy to remember, but not spelling "getter" correctly makes it harder to remember. Also, they call themselves "The Critter Gitter" but "the" is not included in their domain. 

As you work on brand and company names, just remember my rule of thumb, less is more, but not always. 


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