ABC names: why small businesses shouldn't name with initials.

Why is it companies, particularly smaller companies, continue to take the easy way out and name themselves with initials?

Now I know that most often those initials stand for something, usually three multi-syllable, Latin-ending, generic descriptors that vaughly describe the company's business category. Not only is the name a mouthful, it's not memorable. Even within the company, the formal name has no meaning. Besides, it's too long so they quickly establish the initials as the shorthand name. Then they begin to use it outside the company and just assume it communicates something to someone.

But unless those initials already stand for somethig that's appropriate for the company (MVP, QED, ASAP), initials don't mean a thing to prospects and customers until they have a considerable history with the company. And then the initials have no actual meaning, just an identification - like a part number.

So initials have no personality They don't resonate. They communicate no passion, history or expertise. They are just initials.

Go instead with a short, active one or two word name. Even if it's a coined word name, that's so much better than lifeless initials.

But if you insist on initials, I've compiled a short list of those that have meaning through usage as shorthand for longer phrases (like MVP, QED, etc.). If you'd like that list, just email me at martin@signaturestrategies.com.  Use at your own risk.

Martin Jelsema
Signature Strategies
Helping smaller businesses profit from the power of branding.