The importance of a name…

By Sharon Fussell, February 20, 2014

Recently I noted we had a new store open in our area.

It looks like a ‘stack ’em high, sell ’em cheap’ type store, but I guess at some point I will nip in to have a gander.

For me, the trouble with the store is its name: I thought it was really a strange choice.

I guess the company have done extensive market research before naming it – either that or the owner is hard of hearing and when the management got together, they asked him/her: ‘Now we have to decide on a name for the new store’, to which he/she replied: ‘WHAT?’

And so it came to being: yes, that’s right: ‘What’ is the name of the store!

Anyway, it got me thinking about the importance of a name, especially online, as sometimes all that is between sellers on sites such as Amazon is their individual names…

Paradoxically, I don’t think you need to be too pedantic about your ID: your name followed by ‘store’ or ‘shop’, or even have the product that you are selling in the ID is fine.

However, I really do feel that the name/ID helps to give a presence that will be taken seriously by customers. They want to feel that when they purchase from you, you will be reliable and professional.

Sometimes, I think some of the names/ID choices on Amazon are very silly. Perhaps they want to stand out from the crowd…

Humour, of course, is fine – but there is a time and a place for it. I am not too sure if an online market place is such a place: not if you want to make money anyway.

Presumably, you do not want to do anything to put a customer off from buying from you when, usually, there is just so much competition on online sites.

Most buyers will spend seconds on picking out a seller I would guess, and in most cases, goods on display are similar in every way.

Of course, I am not going to copy all the names here I find ‘unsuited’ to the purpose, but I am sure you will notice them when you are listing or buying from online sites yourself.

I am not just referring to Amazon – if you are recent owners of my new programme, Copy Paste Profit, you will possibly be wanting to pick out a suitable name or ID which is fit for purpose.

So what can you do to ensure your ID name gives a perception of reliability and trust, to stand out from the crowd for the right reasons?

I thinks it’s good when stores have a company-type name which depicts what they are selling: perhaps ‘Johns-BookStore’, ‘Books-r-us’ or ‘Media 4 U’ – not ‘smell-my-socks’ or something dreadful. (Yes I really have seen this name for a seller ID!)

With that said, please don’t get too hung up about it – but just think carefully before you create your online persona.

Repeat business can often come about if buyers recognise your ID from a past purchase and remember how good a service you provide, so a memorable name (plus give a great service) is the best way to build your business, whether it be on Amazon or other online sites.