If you are in the process of naming your dental practice, Daniel Bobrow advises that you ask and answer these 10 questions before you commit to a name.
By Daniel A. Bobrow, MBA
If you are in the process of naming your dental practice, here are 10 questions to ask and answer before you commit to that name.
- Is it meaningful? Does it communicate something about the essence of the brand and support the image you want to convey?
- Is it distinctive? Is the name unique, easy to remember, pronounce, and spell?
- Is it future-oriented? Does the name position your practice for growth?
- Do you like how it looks? How does the name look as a visual signifier?
- Does it portray strength and energy? How vital and full of life is it? Does it have “buzz”? Can it carry an ad campaign on its shoulders? Is it a force to be reckoned with?
- Is it positive? Does it have a positive connotation?
- Does it have warmth? A measure of a name’s humanity is its “warmth.” Avoid names that are cold, clinical, and unemotional.
- Does it support your positioning? How relevant is the name to the positioning of your practice? Further, how many relevant messages does the name map to?
- How does it sound? And, equally important, how easily is it spoken?
- Is it protectable? Can it be owned?
Daniel A. (Danny) Bobrow, MBA, is president of AIM Dental Marketing® (formerly American Dental Marketing). He is also executive director of Climb for a Cause™ and The Smile Tree™. He may be reached at 1-800-723-6523 or DBobrow@AIMDentalMarketing.com.