Eσύ, πώς θα ονομάσεις την επιχείρησή σου; [Infographic]

 

Η απάντηση στο παραπάνω ερώτημα σίγουρα δεν είναι απλή και μονολεκτική, αλλά σύνθετη. Πολλοί πιστεύουν ότι η ονομασία της επιχείρησης που μόλις ξεκινάς λίγη σημασία έχει για την περαιτέρω πορεία και ανάπτυξή της, αποτελώντας με μια πρώτη ματιά το τελευταίο πράγμα που φαίνεται να σε απασχολεί στην εκκίνηση της νέας σου προσπάθειας.

Οι ψυχολόγοι όμως που απασχολούνται με τη συμπεριφορά των καταναλωτών, έχουν εντελώς διαφορετική άποψη. Το όνομα που θα δώσεις στη δική σου επιχείρηση θα πρέπει να είναι σχεδιασμένο και σωστά μελετημένο. Υπάρχουν τρία είδη προσέγγισης για την τελική επιλογή: ένα αφηρημένο ή ουδέτερο όνομα (όπως  Apple), ένα όνομα που περιγράφει απευθείας το είδος της επιχείρησης (Burger King), ή τέλος, η δημιουργία μιας ονομασίας που περιλαμβάνει μια καινούρια λέξη που δεν υπάρχει στο λεξικό (Skype). Oι ψυχολόγοι, μέσα από έρευνες ανακάλυψαν ότι οι εταιρείες τις οποίες ο πελάτης μπορεί να προφέρει με άνεση και ευκολία έχουν σαφές προβάδισμα έναντι αυτών που παρουσιάζουν δυσκολία στην προφορά. Είναι αυτό που ονομάζουν οι ψυχολόγοι ως «cognitive fluency», την οποία αν χρησιμοποιήσεις σωστά θα σε οδηγήσει σε μια πετυχημένη επιλογή ονομασίας της επιχείρησης, ενώ σε αντίθετη περίπτωση, επιλογές όπως: αρχικά γράμματα, λέξεις που προέρχονται από μια ξένη γλώσσα από το κοινό που απευθύνεσαι, λέξεις που μπορεί να έχουν πολλούς (ή και κωμικούς) τρόπους  προφοράς, η λέξεις που προφέρονται με δυσκολία, μπορούν να οδηγήσουν σε ανεπιθύμητα μονοπάτια.

Μπορείς να επινοήσεις μια νέα λέξη, για παράδειγμα «Acura», όπου το συνθετικό «acu» εκφράζει μια ακρίβεια. Προσπάθησε να συνδυάσεις λέξεις, στοχεύοντας απευθείας στη φύση της επιχείρησης, για παράδειγμα «travelocity», ή δημιούργησε ένα φουτουριστικό όνομα και εικόνα του προϊόντος, όπως «alienware». Αν έχεις ακόμα ενδοιασμούς και μένεις αναποφάσιστος, τότε δώσε την ευκαιρία στους υποψήφιους πελάτες σου να επιλέξουν την ονομασία που τους κάνει να νιώθουν πιο οικεία, την ονομασία εκείνη που  δημιουργεί ενδιαφέρον, αλλά συγχρόνως  ασφάλεια και εμπιστοσύνη.

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