What’s in a name?  Is a rose by any other name just as sweet?  In the business of naming businesses, EVERYTHING is in a name.  But the core values and behaviors of the business must support the name.  If they do, then yes, “that which we call a rose by any other name would smell as sweet.”  If they don’t, then the name itself becomes just another sticking point to ridicule the brand.

For instance, the name “Paypal” implies that the brand is a friend, is casual, is easy…they’re our “payment processing partner”…our “payment processing friend”…our “payment friend”…our “payment pal”…our “Paypal.”

That’s the story they want you to believe.  But the recent experience of one of our clients tells a different story.  From the 10Beyond.com Blog…

For over three and a half years now, I and several other very dedicated people have been working to get what has become 10BEYOND.com out of the drawing room and onto the computers of millions of users…

…Just this past Friday, as we successfully conducted the final tests prior to liftoff, PayPal informed us that our account was being shut down because we are “aggregating payments on behalf of multiple non-profit and/or charitable organizations.” Of course we are! That’s what we do. The fact that we had had our account for over three years, and that we had discussed our operation in detail on several occasions did not move Goliath; their only response being to terminate our account.

(Entire post).

If, after three and a half years, you still don’t know your customer, then do you really have the right to call yourself a “pal”?  Probably not.

Paypal is a clever name, but this behavior doesn’t support or justify it.  Of course, the behavior would be just as outrageous if the business were named “Bob’s Payment Service.”  But it isn’t…it’s called Paypal.  And it’s all the more irritating when they don’t treat their customers in a manner befitting their name.  Shame on Paypal.

When you name your business, live up to your name.  If you include a behavioral implication in your name, uphold that particular commitment at all costs.  Remember, your brand is “the promise that you keep.”

In short, if you promise to be a  pal, you’d best act like one.