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Key Takeaways Choosing a business name is a deeply personal decision that sets the tone for your brand identity and is pivotal for success.
Embracing a name that might challenge norms or perceptions can create meaningful dialogues, community and brand remembrance.
A business should lead with its mission and values through actions, fostering a culture of shared responsibility and human connection.
Naming your business is one of the most important — and personal — decisions you can make. It’s more than a clever language play. A name becomes your brand identity, your story’s headline and the first impression that shapes how others perceive you. This is one of the lessons I learned while opening my restaurant, Bananas, in New York City.
Regardless of industry, setting the tone for your business starts with its name, followed by its identity and pride. Sharing some of the lessons I’ve learned about how framing these values can be crucial for setting yourself up for success.
Related: 5 Tips for Building a Strong Brand Identity
Why I chose the name everyone told me not to
When I first told friends and peers the name, I was met with laughter, confusion and even discomfort. Some said it sounded unserious for a restaurant, while others said it sparked memories of hearing it as a slur. For some, “banana” was used to describe Asian Americans who are “yellow on the outside, white on the inside.”
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