How we chose our business name

By: Resonata Consulting

Date: 22 September 2009

This is our first blog post for Start Up Donut and for this post we wanted to explore something that was close to our hearts, and also something that every small business has to go through – coming up with a business name.

This article is a combination of thoughts and actions we took from our branding exercise, where we explored our rationale for using the name Resonata Consulting.

Everybody who has gone through a similar exercise will agree it is incredibly hard to be original. Not only do you want the name to reflect your business activity, but it should also have a familiar ring to it – making it easy for people to find our company and remember you. At first we explored the straight-forward options such as for example MI-Consulting or IM Consulting. But not only were the names already registered, we felt both options reflected poor creativity and didn’t explain our services or how we wish to be perceived.

To build a strong brand we would have to find a name that would:

  • Stand out / be unique
  • Explain our services or express how we wish to work with our clients
  • Be internationally recognisable
  • Have a Consultancy feel to it

How our name stands out:

Resonata stands out from the crowd because although it has a familiar feel to it (resonate or resonating) it also incorporates data and when you see that resonate is brought together with data it immediately gives you a connection of resonating with data, therefore it stands out, speaks softly yet firmly and is ultimately memorable to others

How our name explains our services:

We came to the name Resonata Consulting, which reflects the essence of what we do and how we do it.

Resonata is a unique word, though it has a familiar feel to it making it memorable to clients and partners alike. Depending on your interpretation of the word Resonata, it is made up from the words resonate, research and data.

Therefore, it gives you an immediate impression of how our company interprets best practice: we resonate client’s data needs and actively research on data – a process driven exercise with the client at heart.

Many branding experts, consultants and our advisers consistently told us that our brand/company name had to incorporate the term data or even data acquisition – because that is what our service is all about.

We struggled at first to incorporate it, but by merging the word data with resonate and research we did not only manage to satisfy the most critical of branding specialists but we also found a way to express exactly how we bounce ideas of clients, actively help them and research around their data needs – this is partly to do with our philosophy of not making our client’s briefs fit to the prospect data available but making the data fit to our client’s brief – hence the research that we do on data, trends and insights to gain best the best possible prospect data for our clients.

How and why Resonata could be recognised internationally:

Because both directors have travelled extensively (Asia, Europe, North America, Central America, and South America), speak a number of different languages (English, Dutch, Spanish, French and German) and have both lived and worked abroad in various parts of the world (Europe, North-America and Asia), we knew that our services would have an international appeal. Because the word ‘Resonata’ was created by us it would have no negative cultural barriers concerning its interpretation.

Why our business name had to have a consultancy feel to it:

Resonata Consulting had to have consulting or consultancy within the company name to emphasise that we want to engage with our clients in the process and we are essentially Research on Data Consultants.

Coming from an international sales and business development consultancy background ourselves, this is the kind of company philosophy we want to be part of and are confident our clients will buy into as well.

What does Resonata Consulting mean to us:

We listen to our clients' needs and act as an extension of their organisation; building on existing internal knowledge and processes, and resonating clients’ needs by understanding the clients' goals and helping them to achieve the highest quality data in the most timely and financially efficient manner.

What have clients' reactions been?

In the main clients feel positive towards our company name and are often curious as to where it came from and how we came up with it. Although sometimes if it is a bad phone line we have to spell it – something I did not expect!

All in all the naming of our consultancy was an interesting and involving exercise that in the main has had incredibly positive results!

You can see more about us on our website: http://www.resonata.co.uk where you are able to see more about our brand and how that has translated into a logo and overall feel of a Fresh Player to the Market.

Matthew Baker is the Co-founder and Director of Resonata Consulting.

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