Businesses come, and businesses go.

But do you really think the ones with the power to make it around are the ones that don’t give any attention to the importance of their brand identity?

Think again.

So what is it about Microsoft - or Nike, or JetBlue, or Cingular - that contribute to popularity, longevity and profitability?

Well, it’s a lot of things, actually.

A sound business idea, for starters.

Smart planning.

Some financial acumen never hurts.

And, of course, all the smarts in the world doesn’t matter very much if your timing is all wrong.

But one of the key fundamentals? It’s as simple as what you’re going to call yourself, i.e. the name of your business.

Which is why it’s always somewhat shocking to encounter business names that obviously weren’t considered all that carefully before the checks, letterhead and business cards were printed up.

“Johnny’s Transmissions?” No. “Johnny’s House of Tone?” Yes!

Ho-hum names do nothing to separate any business, whether web-based or not, from all the clutter out there. Customers need something that offers a clever hook, or humor. Put a smile on their face, and count on lots of new sales.

Give people something to think about, something they’ll never forget, and let the cash registers ring. Naming is the most crucial branding exercise you will ever undertake, so take your time, get it right and give your company a critical marketing boost out of the gate.

What’s in a name? Only one thing that counts: success.

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Grow My Business can help lighten the load on understanding how to get started, gain momentum, and manage growth for the long run. And for small and home business software needs, check out Avanquest, the company that brings you the biggest bang for your hard-earned entrepreneurial buck.