What's in a business name?
I'm often so interested by the names that people choose for their business. Online services marketplaces have changed the game - no longer are companies forced to choose names like AArdvark to be the first listing... So how do businesses choose their business name these days?
The practical
Generally I see lots and lots of business names that involve:
- What the business does
- Where they do it
- Who owns it
So the perfect example is "Sam's Mornington Plumbing repairs". A business name is more than that though, it's your brand. A great way to educate people about your brand is your business name, but sometimes choices can be limiting! For example, what if Sam's business grows and he wants to extend into the rest of Melbourne? What if Sam wants to move into renovations or even insulation installation (as so many businesses are these days)? A brand should have flexibility as well as strong values, sometimes a tricky balance!
The aspirational
Using adjectives to describe your business and brand seems popular - "Honest Deal" and "Above Board" and "On Time" are great examples of how to pick one important brand element and focusing on it. Here's a snapshot of popular adjectives that are used by our registered businesses across Australia!
|
solutions |
61 |
|
advanced |
60 |
|
services |
43 |
|
perfect |
38 |
|
superior |
31 |
|
amazing |
12 |
|
on time |
10 |
|
friendly |
6 |
|
A plus |
5 |
Tips from smallbusinessnotes.com
• Research shows that names that tell something about the product are more successful than those that are vague.
• Business names can be trademarked.
• Your business name should be broad enough to fit with changes in the organization, products, and strategy
