Nail the Narrative

Nailing the company narrative is at the core of any marketing strategy. What better place to start this than with the company name?

The company or brand name is the easiest way to tell your story and convey what you do as a business or a product. For a midsize firm, this is particularly important: Having a meaningful name that provides absolute clarity about what you do could save a ton of time and money in awareness building.

Just think about it for a minute. When there’s ambiguity around your company name, you need to put in a lot more work to deliver your narrative. We’re talking about taglines, elevator pitches, digital copy and the whole gamut of work. But all these cost time and money, which you want to minimize when you’re with a mid-scale business.

As I explain in my book Midsize, I don’t think there has ever been a company name as good as Toys “R” Us: You can’t deliver better clarity about what business you’re in. It’s a great example of a narrative done right.

Who else do you think has nailed their narrative with their company name? Comment below and let me know.

Grab a copy of Midsize here and get more insights into company narratives.

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