A conversation with a client about naming a business and a post by Iowa attorney Rush Nigut got me thinking. There are few marketing decisions that can be as personal and subjective as naming a business. There is no ideal “right” answer which only makes it a tougher call.
Here are some Business Naming Basics.
No one is going to, for the most part, do business with you or not do business with you, because of your name, unless its so stupid or so offensive that you shouldn’t be in business anyway.
Yes, it is a very important decision. But it’s not life-ending. Should it be easy to remember and spell? You bet. But that’s more for memory recall than creating preference. Remember, any business name is an empty shell. You are going to attach meaning to it by how you conduct business, how you position and market yourself and how you treat your clients.
Choosing a name because it starts with an A is only a good choice is the name you would have picked anyway starts with an A.
If you are going to market yourself, the Yellow Pages becomes a support vehicle, especially in today’s digital world. You’re better off picking a name you like…and then doing a good, clear yellow page display ad than banking on the A listing. Or worse, being AAA Plumbing or A+ Plumbing.
The name of your business is far more important to you than it is to your customers.
They want to know what you do and how you do it…and really, unless it is offensive, don’t care about your name. So, positioning statements and how you market yourself become very critical and much more important than your name.
Make it simple to say. Make it simple to remember. If at all possible — let it help define who and what you are/do.
Your name is just the beginning. It is more important to pick one and get going on the marketing than it is to search for the perfect name.