Buzzing about Beeatrice

Animation of jar filling up with honey

How do you make the air cleaner, one small action at a time? One Wichita company has the answers. With the help from Beeatrice, a clean-air-loving bee, the City of Wichita wants you to pledge for a better and brighter future. We fell in love with this tiny bee and its big goals, and we were excited to develop an animated pledge form and site to teach people about one seriously important part of the world: the ozone and its impact on our health.

We gave their little bee wings for all this:

* Animated navigation bar

* Animated pledge jar to show how much Kansans are supporting Wichita’s air quality goals 

Want to see how you can make a difference in Kansas? Check out City of Wichita’s website today.

 

Naming a Company is More Involved Than You Think

Frank & Oak and Alex & Ani are representative of the naming trend that has been making unimpressive waves for a while. You’ve probably heard about people naming their companies after their kids, after themselves, or after words they made up, and while there are plenty of name generators that will do the “hard work” for you, naming is really about communicating the “fire” of your brand in a pithy phrase or word. And it’s not just namingRenaming yourself can be difficult, and while some companies (Blackberry, Google, and Nike) are infinitely better because of their name change, we think it’s smart to take it slow and review the names of people who came before you. Here’s what’s in the naming process and why you might want to leave it to the experts.  

Fit In or Stand Out

That’s the question. Company names like “The Boring Company,” “Brandless” or “The Worst Tours,” stand out because they’re anti-names. An anti-name can sometimes work, but only if it advances your mission. It wouldn’t make sense for a tech company to call itself “Techless,” and it wouldn’t be smart for a tomato sauce company to call itself “Soup” unless there’s a really good reason. Think deeply about your brand, your mission, and whether you want to fit in or stand out. Usually, standing out is what we go for, but sometimes fitting in makes sense, especially if you’re in a sector that values practicality over creativity. 

Competitive Research

How are the competitors naming their companies? Create charts to identify the naming categories that companies use and see how you can position your brand to either fit in or stand out. There are many ways to categories names, but we’ve broken down some of the most popular name types. 

Invented Name (Odeo, Celera, Etsy, Kodak) 

Real Words  (Slack, Five Guys, Pioneer Corporation, Quark) 

Foreign Words (Vox, Samsung, AltaVista, Atari) 

Practical Names (Google Maps, Valero Energy Corporation, RSA Security, Kia Motors)

Blended Names (Salesforce, FireFox, Facebok, AmBev, AMKOR, Instagram, Basecamp, Comcast, Evernote) 

Mythological Names (Nike, Kalev, Olympus)

Founder Names (Disney,  Kate Spade, Boeing, Akai, Dell, Ben & Jerry’s) 

See how people in your industry are naming their companies. Are most of them founder names? Would a blended name help you stand out? Use what you know to position yourself in a different category than the competition. Or, if you want to fit in, snuggle yourself between the competition (but make sure your product or service really is that different).

Don’t Let People Make Fun of You 

We’ll save you from the horror stories, but remember that some of the worst naming mistakes come from being culturally insensitive or appropriative. While there aren’t any hard-and-fast rules, we’re going to say that choosing a name in a language you don’t speak is probably a bad idea, choosing a name that could be misconstrued or taken out of context is likely a no-no, and choosing a name that makes fun or defames someone else is borderline illegal. 

Even powerhouses like Nokia have experienced their fair share of embarrassment, like when they came out with “Lumia,” which means “prostitute” in Spanish slang. (“Mental Floss“). Before you put your money where your mouth is, you should talk to some people who might have some things to say about where your mouth is. In other words, talk to a lawyer, check to make sure your name won’t be misconstrued, and make sure that it doesn’t already mean something inappropriate in another language. If you want your company to grow globally, this is the best way to protect that your name will make the right kind of waves. 

The Delphi Method is a great way to figure out if your idea works across a wide range of people. The urban dictionary will give you some insight on how people might use your company name, or whether there’s any slang definitions already attached to it. 

Don’t Fall In Love

Make sure the name you love is the one you can actually claim. App Annie and Brands of the World can help you see what’s already in use. Name Mesh will help you tweak and combine names to find the best ones, and TESS will allow you to see what names have active trademarks. You’re going to want to consult a trademark lawyer before you get into it. Trust us. 

Don’t Market it to Death

“We don’t recommend market research for naming,” adds Steve Manning, 40, managing director. “You’ve really got to figure that if you’re trusting the future of your brand to a bunch of people [in a focus group] who are willing to give up their time for $45 and a stale sandwich, you’re in trouble.” (How to Make a Name for Yourself, Fast Company)

 
 

Don’t Go Into War 

Don’t choose a name you can’t have. Make sure there are no legal issues with taking a certain name. See if it’s trademarked or registered, see if any businesses are operating with your desired name, and see if the domain is available. Then consult with a legal expert to make sure everything is ready to go. 

Don’t Let it Go Wrong 

Entrepreneurs make the following mistakes time and time again:

* Choosing an obscure domain name like GET[business]now.com. Users are going to be frustrated when they type in your business name and find someone else. Or worse, they’re not going to be able to get emails to you because they’re sending it to the wrong address. 

* Choosing a name that’s already registered. There are plenty of trademark infringement cases that might scare you, but if it doesn’t scare you, let us propose another tactic. Choosing a company name that already exists might sound interesting, but it can cause a boatload of problems. In addition to simply confusing customers, it can lead to an array of legal problems that won’t do you any good.

* Choosing a name that people can’t pronounce. It can be tempting to choose a made of name with vowels missing, but what happens when the whole world agrees on the wrong pronunciation of your name?

 So go ahead, once you have your name, we’ll call you by it. So make it memorable. 

Happy Holidays (and Holiday Hours)

Christmas seems to creep up on us every year, and this one, we’re extra grateful for the amazing clients and cool projects we were able to work on. 

This holiday season, we’ll be spending time remembering some old favorite gifts (we’re looking at you Furby, LEGOs, Polaroid cameras, and toy trains), cooking so much food with our family and friends, and tinkering with our personal projects.

We’ll be out of the office from December 22January 2, but we’ll be back in action on January 3. If you have an emergency, please email urgent@entermotion.com with EMERGENCY in the subject line! We’ll do what we can do to get back to you without cake mix all over our hands.

Happy holidays!

Entermotion 

Simple but Brilliant

Evenson blog image

 

Evenson Auctions makes it easy for Kansans to sell their oil and gas assets, and we created a website that was as solid, detailed, and smart as they are.

* We incorporated organic shapes and unique textures to add depth and point of interest

* A limited and high contrast color palette helps us keep a professional tone while making the site easy to read and navigate

Finding a trusted resource for connecting buyers and sellers doesn’t have to be difficult, and with their new website, Evenson Auctions can continue supporting Kansas throughout the auction process. 

A Site Dedicated to Hearing People

Listening Interventions is a company that helps people connect with each other by listening. Through counseling and auditory therapy, Listening Interventions is the bridge that closes the gap caused by hearing loss. We developed a modern website that would allow people to slow down and listen. 

When there’s a lot of information to move through, readers can get overwhelmed. We wanted to make sure people would be able to understand the information easily, so we distilled Listening Interventions’ content into readable chunks.

We wanted to design a space for the content so the viewer would be engaged enough to actually read all of it. By changing the color and texture of various page elements, and using photo placement to draw the eye to different areas of content, we achieved our goal and made Listening Interventions a site to listen to.  

Subtle animation on the masthead keeps the site playful and engaging without being overwhelming, and we ensured that the site worked easily with our custom CMS so it would be flexible and easy to use while looking great.

See all of the subtle features that make Listening Interventions great. 

Seen enough? Get An Estimate