http://www.flickr.com/photos/paulofierro/ / CC BY-NC-SA 2.0

Your company name can be one of your most important brand signals. In some cases, like in the example I’m about to show you, a name alone can build a brand.

In 1999 the HVLS Fan Company, a manufacturer of large industrial fans, opened for business in Lexington, Kentucky. HVLS is an acronym that stands for high volume/low speed (HVLS), the main characteristic of their products.

During the early days, as each new fan was installed, they noticed that their customers referred to them as “big ass fans”. Before long, they decided to embrace the quirky name and became The Big Ass Fan Company. The rest, as they say, is history.

The new name has not only turned an obscure industrial fan manufacturer in Kentucky into one of the most recognized and innovative small business brands in the United States, but it has also played a part in creating a remarkable corporate culture that blends an unwavering commitment to business and customer service excellence with community involvement and fun.

If you’re thinking of a name for your product or company, remember this example and shoot for a name that is distinctive, memorable and relevant, and that matches the way your customers would think and talk about your product.

To learn more about the Big Ass Fans brand and culture visit their website.

Copyright Shoestring Branding – When a Company Name Can Build a Brand