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Every entrepreneur tries to hit a homerun with branding a new enterprise (name, logo, and entire corporate identity). It is not easy to do, because too often entrepreneurs try to do it on a shoestring. Usually the graphic design side suffers because a friend’s daughter in art school gets the assignment for a couple hundred bucks. Or the entrepreneur has a strong preference for other marks, hence the Nike swoosh craze of not too many years ago.

The naming challenge is in its own way even tougher. For one thing, it seems like there is nothing new under the sun and to find a unique DBA (doing business as) name that gets attention, defines what you do, and will stand the test of time isn’t so easy. Coca Cola, Microsoft, and Apple did not become industry giants overnight and without perpetual advertising exposure.

This is a pretty good overview from Entrepreneur magazine on a naming approach and pitfalls to avoid. It conveys how really hard it is to find that sweet spot that captures everything you want to convey in a first glance as well as a lasting impression. But that doesn’t mean you shouldn’t swing for the fences.

Yesterday, I was in NYC/North Jersey for a trade show at the Javits Center. While sitting in traffic, waiting to get on the New Jersey Turnpike, I saw a fully vehicle wrapped service van with a name I had never seen before — a name that conveyed a lot. FRSTeam! This name struck me as a unique and well thought out approach to the challenges of saying a lot in a short burst. Plus, it hit upon a somewhat new formula from all of those contained in the Entrepreneur article.

FRSTeam is a corporate name that manages to convey a lot.

FRSTeam is a corporate name that manages to convey a lot.

Immediately, FRSTeam says two things. It implies FIRST in a way that your mind completes the word and fills in the missing vowel. Of course FIRST implies number one, but more importantly in this case, it implies fast response as in the team that is first on the scene to help you. It also says Team, which underscores that you are not dealing with a lone contractor spread too thin. That’s a very good thing, because FRSTeam is in the business of helping homeowners and businesses respond to property damage from fire or flood or mold.  SERVPro and Service Master are the two best-known names in this space.

Ultimately, what struck me about the FRSTeam name, however, is that it also combines an acronym — Fabric Restoration Service — which happens to be the specialty of FRSTeam. As anyone who has ever tried to get smells or stains out of fabric can tell you, that is an enterprise that cries out for a specialist with skills, equipment, and know-how. Their web site suggests that they have all that, plus a solid customer service emphasis. I found nothing that said they do STEAM cleaning of fabric, but if they do, that is yet one additional meaning you can get out of the FRSTeam name.

As for the FRSTeam logo, it is a strong font with a fire and water symbol hanging off it. Interestingly, they split the R in FRST to visually convey the I, but upon closer look, it is also a 1. Clever.

What’s in a name? Sometimes confusion. Sometimes a company that has outgrown its original name and is now an acronym (IBM). But sometimes just the right mix of letters and impressions.

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