Читать книгу Start & Run a Coffee Bar - Tom Matzen - Страница 50

Creating a strong name for your coffee business is important because it is what will draw your customers in and what they will remember about you. It will be the base of all your outside store signage; it will be displayed on your business cards, letterhead, and checks you send out to your suppliers; it may even be on your take-out cups, ceramic mugs, and napkins. So make it a great name.

The name you choose for your business should fit three major criteria:

(a) Unique. The name must be different — a stand-out-from-the-crowd type of name that will catch the attention of your target market.

(b) Fitting. Naming your business “Joe’s Fish House” when you’re selling coffee obviously isn’t a good idea. The name you choose must be consistent with your concept and the image you are creating.

(c) Easy to remember. Imagine one of your customers proudly serving up a pot of your wonderful coffee to all his or her friends at a social gathering. One of the friends asks, “Where did you get this wonderful coffee?” And there is a resounding silence. OOPS! — the customer can’t remember the name. Keep it simple. Three words maximum.