“A rose by any other name…smells just as sweet.” Unfortunately, your business is not a rose, so your name does matter indeed. When trying to create your company (or product) name, try to create one that describes what you or your company actually does?

“John Doe Inc.” Does that name give any indication as to what product or services that is provided? No. “Toy's 'R' Us,” now that's a name that states clearly its product or service.

What if you already have a company name, but you need to better communicate your services? What can you do? Use an Abbreviated Unique Selling Position (A.U.S.P.).

Just what exactly is an A.U.S.P. and how can you use it?

Its nothing more than a group of words that is not necessarily a complete sentence, but conveys a complete thought. One of the more popularly known is “Amazon.com---Worlds Largest Bookstore” (since changed). Although “Amazon.com” doesn't indicate what their product is, their A.U.S.P. says it perfectly.

Now, let's see if we can improve on “John Doe Inc.” name recognition. What about “John Doe Inc.---Financial Advisor to Financial Advisors.” That’s a much nicer memory catcher. How about “John Doe Inc.---Your Life Insurance Agent for Life'. Adding an A.U.S.P. to the end of his (or the company's) name makes it more meaningful and more memorable. So, take time and choose your name carefully.