What’s the biggest missed opportunity in naming a brand?

On the way to my kids’ schools every morning, we pass by two healthcare clinics for kids. 

One is a pediatric dermatology practice called Pediatric Dermatology of North Texas. 

The other is a pediatric speech therapy clinic called Small Talk.

The pediatric dermatology office sprinkled some colors and a childish font (as if that is what appeals to parents, who are the actual decision makers) in its logo.

On the other hand, Small Talk not only mixed cursive and regular fonts (aiming to engage both children and parents) in its logo, but also used a name that really connects with parents.

Their prospects are parents who want to make “Small Talk”, with their small kids who are struggling to talk.

But, the biggest differentiating factor is that Small Talk can answer 2 key questions differently and uniquely:

1. What is your name? – Small Talk

2. What do you offer? – Pediatric speech therapy (Extra points for mentioning it clearly in their tagline!)

Pediatric Dermatology, on the other hand, is forced to answer both questions the same way:

1. What is your name? – Pediatric Dermatology of North Texas

2. What do you offer? – Pediatric Dermatology in North Texas

We don’t call ourselves Marine biologist, Soccer captain, or Vice-president for a reason. 

Names should never be a descriptor of what we do, because that’s where we miss out on the biggest opportunity to connect with another human being who also has a name.