How to name a small business can be a a big question when you’re just starting out or looking to re-brand. Today I got a question from someone who is having trouble naming her new small business. She asked me how to name a small business. She wonders if every small business should be the owner’s name. Everything she can think of to name her business is not available as a domain name. She’s anxious and frustrated by the whole “naming your small business” process.
I get asked all the time “should I name my business after myself?” The answer is “it depends.” If you plan to sell your business usually the answer is no. It’s much harder to sell something that has a strong association to your name – so I advise to build a brand that isn’t “you” if you want to sell in the future.
Try thinking about your business name from your potential customer’s (or client’s) perspective. How would someone go about searching for you? Would they Google a phrase like “learn to eat gluten free”? Would they be likely to search for you by name because you already have wide recognition? What are the key phrases (keywords) you’ll be using in the copy for your website? Good rule of thumb: You want to make it as easy as possible for people to find you.
It’s also great if you can select a name that is easy to remember. I’ve seen a lot of “cute” names but they don’t help much with marketing. Here’s an example I don’t like. “Happy Baby, Happy Mom.” What does that business do? It’s a cloth diaper delivery service. A name like “Happy Baby Diaper Delivery” would be a lot easier to remember and give someone looking for that service a clue that this business does what she is looking for.
If you decide to brand to yourself it might help to use an explanatory tag line after your name that gives prospects an idea what you do. While the name of my coaching business is The Confident Marketer, I also have suepainter.com as website. What is suepainter.com about? My tag line is “become the leader of your life.” It’s from that platform that I speak, do workshops, and inspire people to be all they can be in life – whether it is business or personal life.
Sometimes it is difficult because you’ve come up with a great name and the domain name is already taken. I still like finding an alternative that is .com rather than .net or .org or one of the many other variations available now. Try shortening one word or putting “the” in front. Get a few other business owners together and let them help you brainstorm for half an hour. You’ll find something that will work (be understandable, not cute) that is available as a domain. This group can be a good focus group for you, too – if they don’t understand the name you are thinking about, probably your prospects won’t either.
I’ve seen an inexpensive book on Amazon (an e-book) by Charles Sinclair titled “The Essential Guide to Naming Your Business.” I’ve not reviewed it, but at $2.95 it won’t break your bank. and it might be helpful. You can also read my blog post “Why Are You In Business?”
How to name a small business? Name it in a way that your potential customers and clients can find you will help you build faster. Memorable, easy, appealing – that’s what you want.
Kevin says
March 24, 2014 at 11:13 pmStarting a business itself has lots of questions in your mind. What kind of business should I prefer, what name I should give, how can I manage all these things… Likewise there are lots of question arise in everyone’s mind. To solve these problems up to some extend we need a specialised help form the business coach. Keep sharing more informations like this in the upcoming posts too.
Jennifer Bourn says
March 21, 2014 at 12:26 pmSue – Thanks for the book recommendation! We have new businesses ask us periodically for help naming their business and it’s not a part of our core brilliance, so this will be a great resource I can point them to.
Mitch Tublin says
March 16, 2014 at 8:54 pmAn issue which does come up all of the time. One thing is for certain – you can always change the name.
Tiffany deSilva says
March 15, 2014 at 9:09 amGreat tips to consider when naming your business, Sue. I also think you need to strongly consider your brand, your business model, the values of your company and your customers’ values, etc. It is definitely a thoughtful process.
Trudy Scott Food Mood Expert and Nutritionist says
March 14, 2014 at 10:25 pmPerfect post for me. It’s something I’ve been deliberating about for ages – mine fits the cutesy label and doesn’t say what I do: everywomanover29.
I did what you said and actually came up with Food Mood Revolution but so many people either like everywomanover29 or say they don’t want to be part of a revolution. They just want to feel calm and happy and healthy again
Sue Painter says
March 15, 2014 at 1:10 pmWho doesn’t want to be a part of a revolution? Ha! I like that name, but maybe you could come up with a name that does not say “revolution” but says more than “everywomanover29” if you still want to change.
Trudy Scott Food Mood Expert and Nutritionist says
March 17, 2014 at 1:43 amI do want to change it. I have to change it – I’m just stuck for a name! and someone else has nabbed trudyscott.com!
Jessica says
March 14, 2014 at 3:08 pmIt’s interesting because now that I’m expanding my brand “The Greenlight Coach” doesn’t really apply, so I’m going to brand Jessica Sitomer. I was worried I was going to lose all the SEO that Greenlight Coach had built but because it’s linked, I won’t which is a sigh of relief.
Heidi Alexandra says
March 13, 2014 at 5:36 pmSuch a tough thing to decide on and so critical to shaping the future of your business. I find a lot of clients come to me with a cute name picked out only to realise after discussion that it wont resonate with their audience and it doesn’t have a URL available. Thanks for your ideas and the resource Sue
Mary Ellen Miller says
March 12, 2014 at 8:47 pmSue thanks to the power of social media my business practically named itself! However, not everyone is so lucky so thanks for the great tips.
Mira Dessy, author The Pantry Principle says
March 10, 2014 at 12:25 pmSo interesting. I worked a long time to come up with my business name and it definitely fit when I created it. I’ve been going through a process to decide if it still fits. Funny enough the majority of my people like it as a brand even though in my field it’s seen as either controversial or outmoded.
Ron Tester says
February 18, 2014 at 11:00 pmI was just thinking about this very thing. Thanks for your wisdom.
Kristin says
February 18, 2014 at 10:34 pmOh goodness I wish we’d crossed paths two years ago when I was naming things! LOL! This is great info as I move forward with new projects!