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One of the most difficult decisions clients face lies in the naming of their business. Not because good names are hard to come by but rather, because the entire prospect of creating and ultimately deciding upon a name takes on undue proportions.

In the simplest of terms, our advice to clients has always been: “If it’s easy to pronounce and easy to remember, then it’s a good name.”

Here are 5 basic principles when it comes to naming a business entity:

1. Select a business name that begins with letters found early on in the alphabet (A, B, C, etc). Why? Because alphabetizing names is still a popular means of organization.

2. Select a name that you can spell phonetically. While Nike is clearly an exception to this rule, names that can be spelled based upon phonetics are easier to brand than those that are not.

3. Select a business name with one, two or three syllables over that of those with four or more. For the very simple reason that – in general — they are easier to remember and easier to pronounce.

4. Select a business name that has a fairly short URL available. In short: shorter is quite simply, better. URLs utilizing .net, .us, etc. are big-time no-no’s. A shorter URL is easier to Market and is better for Search Engine Optimization.

5. Select a business name that has some meaning to it. Creating a name that helps describe in visual and audible terms the company’s core business and/or values will make the branding process that much easier.

Selecting the right name for your business will help you be more memorable, easier to brand and Market you business, and will overall result in doing more business. Choose wisely!

As we develop our marketing campaigns for 2010, we all need to include new media in our planning.  In order to do so, we should understand the components of search marketing as it applies to new media and our marketing planning.  There are two types of search marketing:

1)     SEO (Search Engine Optimization) is a process using un-paid sources to increase the amount of traffic to a website from search engines using keyword queries.

2)     SEM (Search Engine Marketing) is a paid component which includes both PPC (pay-per-click) and free advertising.

Search engine marketing is the overall umbrella for online advertising. Search engine marketing increases a company’s visibility by using search engine optimization, paid advertising; such as pay per click advertising and paid placement where advertisements for a company are strategically placed on websites and other media channels on the Internet. SEM creates an overall strategy to use the Internet as a viable place to advertise a company’s brand and message, as opposed to using only one form of Internet marketing for promotional purposes.

Search engine optimization is an “organic” means of aiding website rankings by strategically placing keywords throughout the content of the website.

Incorporating SEO into your marketing and advertising campaign has quickly become a “must have” instead of a “might do.” Companies today that have seen the highest levels of integrated marketing success are using SEO strategically in their advertising campaigns.  SEO, combined with conventional advertising, promotions, and PR; gives companies a real competitive advantage.

Combining your advertising campaign and promotional campaigns with SEO will give the brand expansion you seek by placing your company where the consumer is looking on the Internet.  SEO places your website directly in front of the consumer at the time of their search.  And once that takes place, you now have the ability to put before them any and all of your company’s products or services. It also offers you the opportunity to tell your complete story, be it through your ad campaign, promotions and/or events, public relations, etc.  SEO offers companies today a means to grab the consumer’s attention, acquire leads and generate new customers.  Be sure SEO is on board for your company as you drive your 2010 marketing and advertising campaigns.