Rose by Any Other Name…

There is an expression that a rose by any other name smells just as sweet. Well, that may be true in horticulture, but it isn’t true in business. I know it doesn’t sound like it should take much too just slap a name to our business and go with it. However, there is a lot more to it than that. First, you should decide what you want your name to communicate. To be most effective, your company name should reinforce the key elements of your business.

Does it Really Matter?

Does your name really have to be meaningful? My answer to this is yes. You do not want to spend an unlimited amount of time explaining your business name to everyone that hears it. Instead, you want it to communicate to your consumers what your business is all about. With that said, be careful not to name your business something that will limit your niche or your geographic location. An example would be Kansas City Purple Plum Growers Society. One would assume that the business is only concerned with purple plum growers in Kansas City.

Your name needs to allow growth. If you have any desire to grow or expand your business as you go, you do not want your name to be specific niche orientated. If you were to start up a gardening business any you wanted to grow into landscaping in the future, you would not want to have a business name like Lorraine’s Petunias. Without a lot of thought you might come up with Lorraine’s Outdoor Garden center.

Now I know you can be a little more creative than what I just did there, but can you see where the one limits your business to selling petunias or as in the first example, purple plums.

Don’t Limit Yourself or Your Business

Make sure your name does not limit you to a specific niche unless you know for sure you will never go any further. Additionally, make sure the name does not limit you to a specific geographical location. We wouldn’t want to add Michigan into Lorraine’s Outdoor garden center because that would limit it to whom would actually pay your site a visit. This would be especially true if you are online. Same thing with Kansas City Purple Plum Growers Society. People from areas outside of Michigan and the Kansas City area will probably scroll right past these businesses.

If you want to only sell to a specific location, then by all means use your town or state or even your country in your
business name. Would you click on my links if it took you to Michigan Internet Marketing services? Well, you might if you were in Michigan. But my business reaches worldwide, and I just put a limit on who I might reach with my online business.

Tips for Choosing Your Name

Here are some tips for choosing a name that fits your business and will best tell customers who you are and what you offer. Make sure you do the following:

  • Choose one that is easy for people to pronounce.
  • Make it easy to spell especially for people doing searches online for your business. You don’t want them to end up on someone else’s sight.
  • Choose one that fits your objectives.
  • Make sure it describes your company that you have in mind.
  • Pick one that you like.
  • Make sure that it is your name and that it is not already in use.

Remember your business name is what your customers will come to recognize you and services from. So, make it good!

To Your Success!

Diana Keeler

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