All names mean something. – Salman Rushdie
In the news this week…
“Aloha Poke Co., a Chicago-based restaurant chain, has been fighting to protect its trademarked, Hawaiian name for more than a year. It was not until this week, however, that the backlash to its efforts drew a public apology from the company.
Though its name is Hawaiian, the company is not. The restaurant, which sells poke, a Hawaiian dish with seasoned chunks of raw fish, usually over rice, was founded in Chicago in 2016 — the same year it trademarked its name. In the months since, Aloha Poke has sent cease-and-desist letters asking businesses with similar names to find new ones.
Reports of the letters sparked outrage and accusations of cultural appropriation.” click for the rest of story in the New York Times
This story got us thinking about what goes into a good nonprofit name. Here are a few considerations for naming a nonprofit…
• Cultural: Is there any history to the words in the name that should be considered? Any connection to an existing culture or cultural history? Any political or sociological significance? Words can often have a past, a context that extends beyond the present day, and layered meanings. The name should have a positive tone and be free from inappropriate connotations in both yours and other languages and cultures. The Aloha Poke story demonstrates how a word – that may seem ubiquitous to many – is aligned with and sacred to a particular community.
• Uniqueness: Is anyone else using the name? Is it too similar to other nonprofits? Do your research to ensure your name stands out from the names of other organizations, especially in your community. Also, research domain names; you want to confirm your name is available as a domain before surging ahead. Piggy backing on the Aloha Poke story, can the name be trademarked or does someone else already “own” it? Depending on the reach of your nonprofit, this is an important consideration. Check USPTO.gov or Trademarkia.com before settling on a name.
• Audience: Who does the nonprofit serve? Who is the core audience? To effectively name a nonprofit, you have to know your audience. Use short words to describe the people you serve. Keep the name relevant to the key audiences you are trying to reach. You want that population to somehow be reflected in the name, and give an idea of who you’re serving, who you’re speaking to, and who you’re engaging.
• Meaning: Does the name convey the meaning of the organization? Its mission? When you hear the name, you want to know right away what it is. A strong name should embody the mission of the nonprofit. The name should be descriptive, and provide a good idea of what the nonprofit does. Plus, you want the name to convey the nonprofit’s benefits, strengths, and value.
• Impact: Does your name pack a punch? Is it inspiring? Compelling? Memorability is a must. You want the name to be easy to recall; keeping it succinct will help. You want to deliver an emotional impact, and even embody a human touch. A strong name is the basis of telling your nonprofit’s story; give that story a great start. First impressions go a long way.
• Appeal: Is the name visually eye-catching? Does the name roll off your tongue? You want the name to sound good when you say it, and look good when it’s written on paper. And look great when it’s used in a graphic format. Make it catchy, and not too much of a mouthful. Avoid too many words; could cause a clunky logo and clutter that won’t translate well in day-to-day use.
A few great examples of spot-on names:
Annemarie (she, her) is a freelance art director/graphic designer who creates quality design solutions that deliver strong messages for non-profits and small businesses and their brands. Aside from the gamut of design assets, Annemarie provides creative marketing strategy, art direction, project management, and delivery of engaging brand experiences that meet business/constituent needs and brand identity standards. When not designing, Annemarie can be found running with her local running club, watching Oakland A’s baseball, and supporting local political activism.