But What Does It DO In Your Blog?

Develop Indy expects its rebranding effort to offer real results, says CEO Scott Miller.  Under the old name, Indianapolis Economic Development Corporation, he explains, the organization was often confused with the state’s IEDC, frustrating staffers and customers alike.

Freshbooks CEO Michael McDerment lists five characteristics he thinks good company names need:


  1. It’s easy to remember
  2. It’s easy to spell and requires no explanation
  3. Its describes your business category
  4. It describes your benefit
  5. It describes your difference

As examples of names that fit that five-point bill, McDerment points to three well-known companies:

  • PayPal
  • BestBuy
  • QuickBooks

McDerment’s own company name, Freshbooks, is intended to convey a fresh approach to "something as tired as accounting", he says.

As a professional ghost blogger and business blogging trainer, I think McDerment’s rules apply to blogs in at least two ways:

Blog post titles:  The title needs to be a pretty good indication of what the post will be about, serving as a strong clue to what the reader can expect to find.

URLs:  "If your business is online, you don’t want to have to explain how to get to your domain," says McDerment.  Your domain name should reinforce what you do.

Develop Indy aims to develop company expansion and attraction to Indianapolis.  What does your company blog aim to do?  Give it a name that says so!


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