A strong brand contributes greatly to a company’s success. Generic company names invite confusion in the marketplace and can mask their identity. Strong company names not only identify their products or services, but are marketing tools, vision reminders and communicate the personality of the company.  Branding is about being distinctive. It is an effective way to differentiate your product or service from all others and be recognized easily in your market. Strong branding names usually contain one of three types of words: 

•   Invented Words. These are not existing words, but embryonic words designed to become the description of your product or service. You distinguish your company the most if you use an invented word in your company name. Xerox^® and Kleenex^® are classic examples of company names that were invented words.
• Unrelated Words.  These are actual words – nouns, verbs, adjectives. However, when a company’s name is a word whose natural meaning is unrelated to the product or service of the business, it can be a powerful brand. Apple^®, Dove^®, Google^® and Yahoo^® are company names using actual words whose meaning is unrelated to the company’s product or service. Perhaps this type of name is memorable in the same way that a joke is memorable. Surprise is at the core of an effective joke. To call a computer an apple or a chocolate bar a bird, or an Internet search engine a number or a vocal exclamation creates a memorable surprise – a strong brand.
• Proper Nouns. This category may remind some of junior high school grammar lessons, but no sentence outlining is required to get this concept. Certain products and services have reputations that are built around established family or personal names. Disney^®, Ford^® and Hershey^® are all company names that contain the name of their founders. Their reputation and product identification is personal. How enduring a brand will be when the individual is no longer around is dependent on the success of the team associated with the individual. Dynasty and heritage bring strength to these kinds of company names.    

 In today’s economy, entrepreneurs with business acumen choose company names capable of being strong brands.  Laura Lake, a marketing columnist for About.com, outlines an intelligent way to develop an effective company name in her article, Learn How To Develop A “Winning” Business Name. A reputable marketing firm can also guide you in choosing a company name that will be a strong brand.   Start strong. Choose the name of your new company deliberately. Choose a strong brand for your company.