Most times it is the power of advertising that in your mind, has ingrained that business name synonymous with that which you are interested in; or it may be also that this business was the first of its kind that came to market, or both, just like in the case of Uber; but sometimes, it’s simply because the name itself is just expressive of what the business is about. That simple. Think of Lyft. Uber had to spend all that money to create the market, and the recognition, but Lyft, which simply has a brilliant name, is riding on its tail to a good degree. Just super brilliant.

If you own a business with that kind of a name, your advertising dollars go a whole lot further than some company with a vague and ambiguous name that in itself has no relationship to the type of business it is associated with. Our job as business engineers is to do our best to pick a name for the new business that is unique, short, and memorable, yet expressive of what that business is about. It is not an easy task most of the time.

Once we have done that, we need to create an identity that simplifies the recollection of the name of that business when customers are thinking of utilizing that type of business. Then we need to PROTECT THAT NAME, by trademarks, or service marks and copyrights as needed; followed by turning it into a BRAND.