Naming Brightspark
July 25, 2003
One of the first things you've got to do when opening a business is to come up with a good name for it.
It's got to be a name that perfectly describes what you do, while at the same time encapsulating the right image and message. My approach to this task was to host wine-fuelled gatherings of friends and family and then brainstorm.
That was a bad idea! Too many cooks. Some people put forward names they thought were great and got a bit offended when I politely turned them down. Others suggested names that were so far removed from the service that they simply were not runners. Others just drank the wine and stared blankly when asked for suggestions.
I began to make up words. "Piccoloro" was one such name, meaning a little piece of gold. But it sounded too much like a musical instrument for our purposes. God forbid we have enquiries to the site about woodwind instruments.
When you're searching for that elusive name, you become obsessed with it. Global brand names take on a new significance. Logos enter into your dreams. And it's true - the best ones are the most simple. Like the Audi logo for example (four intersecting circles). I reckon that some Germans probably thought that one up over a few beers in a pub. Because when you take a sip of your beer, and put the glass down, it leaves a circle of liquid on the table. Four sips and bingo - you've got the Audi logo.
Once you've got a short list of potential names, the next step is to see if the URL is still available. Many got eliminated at this stage because the names had been registered by businesses in Canada, the US, and Australia. It was at this stage that I had to say goodbye to Sirius - the brightest star in the galaxy.
After you've found a name that hasn't already been nabbed online, you then have to register it with the Companies Registration Office. I must say, the CRO has been an absolute pleasure to deal with - cheerful helpful people on the phone, wide-ranging and clearly written information on its website (www.cro.ie) and efficient delivery of documents. It's a pity that some of the telecom companies don't operate in the same manner, but more on that in another blog: "the Battle of Broadband". I'm still waiting for a happy ending to that one.
So that was how Brightspark came about. Containing the word 'bright' which has such sunny positive connotations, and with the punchy 'spark' and its association with creativity and innovation. I like the way Brightspark looks in print, and it begins with B - guaranteeing a high position in a list of other companies.
Brightspark Consulting. Remember it. It's not just a great name, it's also a great company.