TLA is the abbreviation for “Three-Letter Abbreviation.” Cute, because it’s a TLA itself.
This post is about naming companies, products and services. It’s a deep subject and one reason is because the same rules don’t always apply – in fact, they can be exact opposites depending on whether you are trying to name something already very well known, a new product service or company, a brand new type of product, etc.
One pretty universal rule is don’t use a TLA. Or a two or four letter abbreviation for that matter.
Ries and Trout in their classic “Positioning, The Battle for Your Mind” argue persuasively that the ONLY time a name abbreviation makes sense is when the product or company is already extremely well-known, the full-name is not abandoned and continues to makes sense, and the abbreviation is easier on the ears, shorter when spoken, and more memorable.
That’s a lot of conditions. And I can think of an exception – 3M. But those are few and far between.
It works for “IBM.” But you can think of the tons of cases where it hasn’t worked out.
Just in case you were tempted in that direction.