When you are in the technology business, you speak a language not known by many. Geek speak is the language of computers, technology, hardware, software, and web interfaces. Though it makes perfect sense to you, the average client doesn’t understand it. This is why it is important to keep technical jargon out of any brand names you create. The key is always to ensure that no matter how complex the product really is, the brand name:
- Captures attention
- Is easily pronounceable
- Has no negative connotations
Remember the old adage “KISS” or “Keep it simple, stupid?” That is especially true when it comes to brand names. Looking at just one success story—what could be more simple than “Apple?” A is for Apple is a common phrase to every school child, apples are delicious and a universally known fruit, and apples are uncomplicated. They are brightly colored and tempting. All of the connotations of an apple are attractive.
Of course, the techies who run Apple are highly intelligent geeks who could have named the company something far more accurate but utterly unintelligible to the average customer. They knew better. So in developing your business technology career, take a tip from Apple, and keep it simple.
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