What’s In A Name?
cam·bi·um /ˈkambēəm/ (noun) From the Latin meaning “change or transformation”. Cambium is the scientific name for the thin layer of living tissue found in trees located just beneath the bark, which creates healthy growth. At Cambium Marketing, we specialize in the art and science of storytelling, helping your business grow by going back to its roots.
As you may have heard, we recently announced the completion of a major rebranding effort, establishing ourselves as Cambium Marketing. On the surface, the name references how we specialize in the art and science of storytelling, helping businesses grow by going back to their roots.
Our new name, Cambium, and its meaning serve as a nod to how we (Lauren and David) met and what we do. We originally met through the environmental nonprofit, The Forecastle Foundation, where we both still serve as board members.
As far as names go, it’s a perfect fit for us and works on numerous levels. But it begs the question, how did we get to this point and how important is the name of your business?
There are numerous factors that go into finding the perfect name, and the process can be a lengthy one (trust us on this). The perfect name has to speak to you and your story, while also conveying the correct emotional responses from your audience. Your name is the first thing people encounter when they interact with you or your business. It needs to not only make a great first impression, but also be something memorable that people won’t forget easily.
A good name also sets the foundation for everything else that is vital to telling your story. From a branding perspective, a strong name certainly leads to strong design, and together reinforces the message and feeling that you want to project. Being able to easily explain your name in a quick elevator pitch, as well as having a deeper meaning, are both equally important and necessary. The development of this language goes a long way in being able to sell yourself and the impression you want to convey.
So how do you nail down the perfect name? Here are a few tips:
Keep it simple. Some of the most recognizable brands in the world have short names that immediately convey a feeling the moment you hear them.
Think of your individual story. What makes you stand out or different from others in your industry?
Make it memorable. Can you explain it in an elevator pitch and will people remember it easily?
How does it work with your overall branding and logo design?
If you’re interested in discussing how you can land on the perfect name or strengthen your existing brand, let us know!