You’d likely be astounded and surprised by the number of instances in which a prospective client calls our office at LOUD! Creative, specifically because of the agency name. Time after time we’ve heard prospects cite, “I saw your company listed in the Houston Business Journal, and I had to find out just what this LOUD! Creative is all about.”

“I saw your company listed in the Houston Business Journal, and I had to find out just what this LOUD! Creative is all about.”

Why do Fortune 500 companies pay over $35,000 for a name? Because names contribute significantly to a company’s first impression. First impressions are crucial, and they convey much of the little information your prospects initially have of you and your brand.

Think about it. It’s not just water – it’s “Propel Fitness Water.” It’s not a shaving razor – it’s the “Gillette Fusion Pro-Glide Styler.” It’s not just body wash – it’s “Eucalyptus Aromatherapy Stress Relief.” It’s not just a personal computer – it’s a “Triple Quad-Core Mac Pro.” It’s not just the casual family diner – it’s “The Cheesecake Factory.” I could go on. Whether you’re naming your company or organization, your service or product –– names matter.

In his book; “Selling The Invisible,Harry Beckwith articulates this well. Beckwith suggests that you should put your name to the “Information Per Inch” test. How much valuable information per inch does your name convey?

An aptly named, San Francisco based company, perfectly illustrates the “Information Per Inch” principal. “NameLab” is a company that specializes in naming products. With lightning speed, NameLab’s name suggests that the company takes a near scientific, analytical approach to developing names, something distinct in their marketplace.

Beyond that, the freshness and slight whimsy of the name also suggests the company’s capacity for creative, right brain thinking. “NameLab” conveys a powerful double meaning to their audience, with an excellent “Information Per Inch” ratio.

Ask yourself, “If you needed a name –– whom would you call first? “Names Inc?” –– “The Name Company?” –– Or NameLab?”

A week later, which company’s name are you most likely to remember? Give every name you consider the “Information Per Inch” test.