Getting your business name recognized

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What’s in a name----Everything! Choosing the right name for your company takes careful consideration.

A name is much more than something that identifies your company, it tells the public and potential customers who you are. More importantly, your name tells the public what you do, and in more instances, how you do it. The name you select for your business differentiates you from every other similar company. In addition, it will stir curiosity and invite customers to take a closer look at whom you are-- if you choose the right name.

Every entrepreneur will make mistakes, starting with selecting a name for their company that may mean something to them, yet has no meaning to the general public. Therefore, when deciding on a name for your business, think very careful about what this name says to you. Does this name invoke any image of what your company is about, or does it describe something totally different from what your business offers? Does the name you’ve chosen for your company invoke an image of professionalism and expertise in your field? If the answer is no to any of these questions, then as hard as it may be, you have to select another name that tells the world who you are, what your company is about and the product or services you provide.

A truly effective name should do each of the following.

A Name Should Tell Who You Are.

This is very important aspect of branding. When you promote you company, your goal is to get your name in front of as many people as possible. Your name is how you want the public to think of you. Many business owners integrating their personal name into the name of their company, which is a very common practice for the legal, medical, and accounting professions. Other businesses use a more descriptive name, such as one very successful small seamstress who operates her business under the name "Ann’s Sew Good.” The name that she selected told potential customers about her business and who she was. Jean has since retired and sold her business, which is still operated under the original name, and yes a day doesn’t go by that some one doesn’t call the new owner Ann----his name by the way is Doug.

A Name Should Tell What You Do.

There are countless business world wide who’s name tell very little about what type of products they offer provide or services they provide. Such names as Smith and Sons, or Fred’s, do not convey what their companies do. They rely solely on customers already knowing whom they are and what they have to offer. This type of branding is fine providing you already have the type of following as Ford, Sherwin-Williams, or Edward Jones. However, if your business is new, then you will have to depend on having your name found in 'context', such as a yellow pages or on-line business directories.

A Name Should Tell How You Do It.

Words can create very powerful images in the consumers mind. Therefore, choose your name carefully. Consider the following businesses: Nature’s design; 4-ever Green Lawn Care; No-care lawns. All of these businesses are lawn care companies. The name of the first however does not honestly describe very much about the company other than the fact it has something to do with nature. The second company on the other hand gives the impress that if you use them, then your lawn will always remain green. The name of the third company can be interpreted in two ways, either you will not have to worry about your lawn if you choose them, or they don’t care about your lawn. (The name of this company has since changed to: Have no Care Lawns.)

A Name Has To Differentiate You From Your Peers.

The name you select for you company is your first opportunity to tell customers what makes you different from your competitors. If we look again at the lawn care companies, we can see that each had a different approach to targeting their customer base.

A Name Has To Peak Customer Interest.

Having the ability to create customer interest with purely a name is an art. To do this, you first must carefully consider your target audience and what qualities your service offers and are the most import to your customers. Here’s the hard part, now consider the type of words that will appeal to them.

An example of this would be a homeowner who needs certain repairs done to his home but doesn’t have the time. This homeowner would more like be drawn to “Jim’s instant Home repairs.” While someone who was looking for a lawn care company would be more likely to choose one of the lawn care companies listed earlier

A Name Should Invite Customers To Investigate Your Business Further.

People are very funny creatures. What one person likes and is drawn to, may turn another person away. When considering the name of your company, you want it to inviting customers to you and have attractive qualities to your target audience. An example of this can be seen with McDonalds and their new health conscience menu, which is drawing more women and health minded individuals to them.

When considering a name for your company, you must make sure that the name you choose is not intimidating and thus pushes customers away.

When you take the time to devise a name that tells who you are, what you do, how you do it and that separates you from your peers, you have created a name that is right for you.

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Getting Your Business Name Recognized