As a business coach, it’s one of the many things I discuss with clients: how to achieve your goals in the framework of your company name and identity.

For myself, I often have to get it out of the way first – that, yes, my given name is the same as the famous manager of the Beatles from the 1960s. But I don’t work in music.

My business definition as ‘Success Coach’ should make it clearer. I’m here to help companies succeed. As a business coach, I can help guide you towards that success in many ways.

Your corporate identity, brand image and name can stand tall or fall from your company’s actions and reputation.

Consider Wells Fargo, longtime multinational financial-services company. It’s now also known for the scandal of creation of over 2 million fake bank accounts by WF employees. The firm has had to work uphill to return respectability to its name.

This is definitely getting into damage control, and we’ll talk more about that in another blog or few.

General advice about company names include tips like: Watch synonyms and mashups. It shouldn’t need a mini-manual. People should get it right away. And most of all, the name should *stand for something* strong and good.

Apple is a ‘rule-breaker’ because the name doesn’t actually tell you what the company does. It’s all about brand position. People get it right away. It’s as famous as the Beatles ever were, and more people use it, everyday. And a name that big has to be very accountable, and keep on excelling.

Whatever industry you’re in, your name and identity have to stand up for who, what and how successful you are. What do you and your company represent? What are the most important goals you’re working to achieve? What do (business)people think of when they hear your name?

A strong identity built on a strong foundation can be very powerful. And a business coach who works regularly with CEOs and managers of medium- and large-sized companies, can bring you the outside-inside perspective:

  • Help with corporate and business goals.
  • And help in assuring that the identity and reputation you’ve worked so hard to build can be best, if not better.