The federal government wants us to call it “H1N1 virus” instead of “swine flu.” Newscasters are doing their best to comply: “Spread of the H1N1 virus, better known as swine flu….”
The attempt to change the name is doomed. Two syllables vs. six syllables. Memorable phrase vs. unfathomable scientific designation. “Swine flu” wins hands down. Alternatives such as “Mexican flu” or “North American influenza” have a slightly better chance. But, really, it’s too late.
The name you pick is the name that sticks.
I’m not talking about the name of your organization. That’s a big deal that should be part of an intentional branding effort.I’m talking about a smaller matter: naming new projects, products, or services.
Recently a nonprofit client launched a new project. I can’t tell you the project name without ratting out the client, but it began with “National” ended with “Program.” The resulting abbreviation was something like NPRFP.
- “National” had to go. It sounds like a federal program. Besides, in a few years the fact that this project began in one city and was now expanding will be irrelevant.
- Then we ditched “Program.” Use “Project” or “Program” only if you need it for a spiffy acronym. (What if they’d left the “Program” off “Toxic Asset Recovery”? Then, instead of a TARP you cover something with to protect it, we’d have the TAR where our retirement accounts seem to be mired.)
The name that remained was descriptive–and what it described was something the target audience would want to be part of.
When you think about the name of a new project or product, ask yourself:
1. How will this name look and sound five or ten or twenty years from now?
2. How will it look and sound to our customers and constituents?
3. How can it be shortened or abbreviated?
4. How can it be misread or misheard?
#1. Since we can’t control the future, the answer will always be partial. But you can keep a new name from becoming dated. Think about what it might imply down the road–as in the case of my client’s National project. Avoid both trendy and well-used words and phrases.
#2. Putting yourself in the place of people who will use the project or product is a start. But there’s no substitute for actually asking them. Talk to customers and other stakeholders who haven’t been involved in the project. What does this name say to them? Is it something they would be interested in if they saw the name and nothing else?
#3. The longer the name, the more likely it will get shortened or abbreviated. Will the result reflect well on you? A nonprofit recently launched a project whose abbreviation is SPCC. A board member noted that we should always say the letters and not try to pronounce SPCC as a word. Another board member jokingly named it “speces” (rhymes with “feces”)–and that pronunciation has stuck, at least internally. It’s just a matter of time before someone uses it in front of a funder or client.
You cannot do this by yourself. The people who invented the new product, service, or project are too close to it to see and hear how the name will strike others. You need your language mavens, the people who have an ear for how words work. Most of all, you need your constituents and customers. Get their feedback to make sure the name you pick is the name you want to stick.