Frager Factor

Sunday, November 24, 2013

From LinkedIn: Muhammad Toufic Tabsh asks: If You Were To Name A Company That Provide Cleaning Services What Shall It Be?


Your blood may boil at this great end-user perspective on how they think! Weighing in are branding agencies, trademark lawyers, keyword specialists but no domainers and no mention of domain aftermarkets.

So before we write .com off, note we really haven't been selling it in the paces end users are asking for it. The client seems keen on the branding agency which will cost a lot more than a domain on the aftermarket.

BTW, The largest commercial cleaning service inn the world was featured in a video case study I produced for Citrix. Their name is ABM.

==> Alain Pinel Realtors, Real Estate Professional says:
I would hire a naming professional, talk to Patricia Shrimpton - her company NAMELINK.COM. Top brand companies and third party consultants choose her services. Stellar results!
Muhammad Toufic T. likes this

==>Jos De Leijer
Owner and CEO of @1st Commercial Consulting
Do you have a clear positioning of that company? Brand discriminator (u.s.p.), personality, benefit, reason to believe, etc etc. Once you have that finding a name becomes more easy.
Muhammad Toufic T. like this
Thank you Jos De Leijer for your beneficial comment. Will work on that.

==> Dave Poulos
Consultant, Author, Speaker and Marketing Solutions Provider at Granite Partners
Our practice uses primary customer research to determine a set of brand characteristics that people look for in a cleaning service, then would use those to generate a list of 100 possible names, whittle that down to ten, then research those ten for both previous use and domain name opportunities, copyright potential and more, then use a virtual focus group to inform us on preferences among those ten. Longer, but very effective methodology for creating winning brand names. If you'd like to speak more about it, contact me directly.

==> Jim Alkon
Marketing Director at CRN
Clean Sweep (but I see someone might have beaten you to it!)

==> Jane Stelboum
Branding, Marketing and Advertising Specialist
If your brand personality includes lightness and humor: SCRUB

==> Michael Albert
Jane, you raise a great point. What is the company's brand personality? What is at least one unique selling proposition? Who is the target audience and what do they want? 
All the names suggested are cool...but stabs in the dark: Need to know, Who are you? Who do serve? What do you do for them?

==> Michael Albert
THE NAME GAME. It's not about thinking too hard, it's about creating a name that takes into consideration that people are hit with so much advertising each day it practically takes a miracle to stand out. And a good name can surely help…especially if it speaks to: who the company is, who they serve and what they do for them. And, Cory, sometimes this requires thinking hard, because lots of good names are already used and/or owned. But your point is well taken, as a naming effort can be fun and even light hearted but it has to take care of business by: being memorable, positive, descriptive and hopefully brief; having visual element would be helpful too.

==> Dan Miller I Marketing Executive
Owner at Miller Strategic Marketing, LLC
Squeaky Clean; Remarkably Clean
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==>Jocelyne McGeever
VP - Marketing & Innovation at Technology Assessment International, Inc.
Use keywords in your name and website url used in searching for your services. This will bring up your ranking in searches and clearly communicate what you do. Then add the part of the name that makes it memorable and unique.

==> Fabian Geyrhalter
Principal at FINIEN
Quite possibly, your organization’s greatest asset—the name of your new brand—will be with you for many years to come. It will become the launchpad from which all the other elements of your brand will spring, including potential sub-brands in the future. It sets the overall tone for your organization or product. Once a name has been selected and implemented, it is an expensive and disruptive undertaking to go through the process of changing that name. This is why it is so important to get it right the first time. I wrote an expansive white paper on this subject entitled 'How to Name Your New Brand Successfully' - You can download it for free here:

==> Scott Tate
Award-winning marketer driving revenue through messaging, lead generation, and sales enablement
Muhammad, as some others have noted, you need to advise what you think your unique selling proposition is. To start, exactly what "cleaning services" do you offer -- dry cleaning? Office cleaning? Home cleaning? What attributes do you want to emphasize -- low price? Fast turnaround? Expertise in sensitive fabrics? Once you advise that, I may offer you a freebie.

==> David Brezina
Intellectual Property Lawyer
Trademark theory, confirmed by proper branding/marketing is that the brand needs to be unique in order to differentiate your company from the competition. For example "clean sweep" is not a brand or trademark if you do sweeping, to get places clean. Maybe slightly different if you are a chemical company that does no sweeping, but you will never be able to have "clean" as part of a brand, because anyone will be permitted to use it. A brand differentiates you from your competition and provides a consumer shortcut for your well earned reputation for quality, service, value, etc.: the consumer thinks "I recognize that brand, I do not need to do any comparison shopping, I'll buy their (goods or services)"

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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