September 2017

Part one of my blog discussed why researching your audience is crucial for a powerful presentation.

Another common mistake I see when people are giving presentations is not having a clear message. They will present a well-rehearsed speech, but during their preparation did not think about what they wanted to achieve during the presentation, and/or what they wanted their listeners to do afterwards.  It leaves the audience wondering “now what?”

It is easier than you think to have a strong formulated structure to your presentation, as long as you assemble your speech this way from the start.

What is the most important part of your presentation? The topic? The impact? The takeaways?

All three are important, but none of the above will result in an effective presentation without an engaged audience. My rule is that “It’s never about you, it’s all about your audience.” The number one way to ensure success of your presentation is to understand your audience. This does not mean tailoring the material to what they want, but tailoring the way you present the material to what they need.

In Part 1, I talked about your company’s marketplace positioning being a good starting point to brainstorming your business name. Now, let’s consider a few practical matters.

4. Legal structure

This topic of legal business structures and their effect on business name registration and protection was covered in a recent Women’s Enterprise Centre blog post.

You have a great idea, enough cash to get started and the determination to make your venture a success. But what should you name your new company?

Here are a few things to bear in mind when naming your new business.

1. Brand positioning

What do you want the name to communicate about your products or services? Is it entry level or premium, mass market or exclusive? Depending on how you plan to position your products or services in the marketplace, your brand name should reinforce that positioning, e.g. the old-world craftsmanship of Häagen-Dazs, Best Buy’s promise of good value, or the premium quality implied by Godiva Chocolates.