Name game: in the past, a moniker like 'First National Bank' might have made sense. But in today's competitive market, a bland generic title limits your options. You need an appellation that not only expresses your unique brand identity but also your dynamic future aspirations.

• Author: Merriam, Lisa Downey
• Position: Fundamentals; name changes

"A good name is more valuable than great riches."

So says the ancient book of Proverbs.

In business, a good name is a prerequisite to great riches. Nowhere is that more true than in a trust-based industry like banking.

Your name is the foundation of your bank's reputation, or brand. It's the one thing no competitor can copy. A good name gives you an edge to maximize market share and profitability. As the banking industry consolidates and becomes less "local" and more competitive, a good name is imperative.

Let's look at some of the elements that make up a "good name." A good name is

* Unique In other words, it is distinctive. There's only one Cher, and there's only one Wachovia--or Crazy Woman Creek Bancorp. An inimitable name is memorable and sets you apart from your competitors.

* Expressive: It supports the values, personality and objectives of your bank. Horizon Bank says a lot more than the old name "First Tennessee" did. A strategically valuable name furthers your bank's future aspirations.

* Limitless: It does not impede expansion. Geography isn't the only potential limit. Your name should be flexible enough to extend to new products, businesses and market segments. It should empower unlimited growth.

* Functional: Your name should be easy to say, spell and use. It should fit on the side of a building as easily as it does the face of a check. The name is something that can be promoted, and it is attractive both in sound and appearance. It does not hurt either if the name suggests a visual representation--that makes for a memorable and powerful logo.

* Ownable: A good name is one that enjoys trademark stares--not just at the state level, but nationally. Owning your domain name on the Web is a must. If your institution doesn't own its name, it doesn't truly own its reputation.

Name trouble areas

Not every bank has a good name. A number of names are less than ideal for a variety of reasons. Some of the categories of "less than ideal" names include the following:

Anonymous names: Venerable name traditions that worked before deregulation and convergence are less meaningful today. "Some banks have condemned themselves to anonymity with names that are too generic," says Denis Riney, a brand expert and partner at Prophet, a brand and business strategy consulting firm with its headquarters in San Francisco. Over-used words include:

* First, 1st and One.

* Colonial.

* Banc (in all its permutations).

* Community.

* American.

* Bank of (fill in the blank).

* Capital.

* Center or Central.

* Citizens.

* Commerce or Commercial.

* Financial.

* Farmers, Merchants or Manufacturers.

* Fidelity.

* National.

* Peoples.

Names that tie you down. Names with a specific regional reference need special consideration. If the strategy of your bank is to build a reputation as a local, neighborhood bank, a...