What’s in a Name: Echo Coffee
May 15, 2010
There’s a short and a long answer to that question, and today I thought I’d give the long answer.
In my search for a name, it obviously had to be a name that was available as a coffee shop. I wanted the name to be “Something” Coffee, where “Something” was relatively short (no more than 2 syllables, and 6 or less characters). The complete name had to be available as a dot com. It also had to be available for trademark and incorporation in Arizona. The dot com requirement significantly limited the number of potential names, given that candidate names could now potentially be used by any shop in the world, not just Phoenix or Arizona.
My next desire was to in some way incorporate my passion for cycling in the name. I immediately looked at parts on a bicycle as candidate names. Names like “spoke”, “crank”, and “hub” seemed cool. Of those, Hub was my favorite, but unfortunately for me, there was a Hub Coffee in Colorado when I did my name search (it appears to be available now, however).
Along the way, Echo Coffee kept popping up as a potential name. For a long time, it was a name I liked, but didn’t love. The name Echo only has a cycling related meaning for me personally, because I once raced with a friend as Team Echo in the 24 hrs in the Old Pueblo. That race is a Le Mans style race, where teammates take turns making laps around the course (at the time they were 17 mile laps). My friend John and I entered as a duo, and he came up with the name Echo for our team. He noticed that between us we had 4 daughters: Emily, Charlotte, Hayley, and Olivia. And thus Team Echo was born.
Finally, I did extensive testing on the name Echo Coffee amongst my friends, family, and complete strangers, asking for their opinion of the name. This testing is what finally swayed me to choose Echo Coffee. Overwhelmingly, people were either very positive toward the name, slightly positive, or neutral. Essentially no one disliked or hated the name. Clearly it’s important that whatever name is chosen be a name that the public can view in a positive light. Echo vaulted to the top of the list as a result of this focus group name testing.
Today, I couldn’t be happier with the name. It’s short. It’s simple. It lacks ambiguity. And it’s fun to say, “Let’s meet at Echo”. Try it on a friend, and see what I mean.