Over the past few months I’ve led several mastermind groups on the topic “what to name a business.” I’ve listened to small business owners and entrepreneurs give a 30-second explanation about how they chose their business name, and I’ve watched the reactions of other group members as they’ve talked. Here are 3 tips about picking a name for your business that will help you attract customers rather than confuse them.
1. Pick a name that tells what you offer. If you refuse to do that, at the least consistently use a tag line that makes what you offer very plain. Can you tell me what each of these businesses do?
- Little Fox Therapy
- The Mystic Scientist
- Fresh Frames
On the other hand, can you tell me what each of these businesses do?
- Business Negotiation Services
- Fredricka’s Embroidery Shop
- Mt. Juliet Massage Therapy
2. If you brand to your name (and there are arguments both pro and con) make sure that you develop a kick-butt tag line that tells more about what you offer or the problem you solve. Here’s a good example from one of my friends:
Renee Preis International – The Overwhelm Coach
Your name alone (unless you are very famous) doesn’t tell people what you offer. Be sure to pair it with a solution-based title (like Renee does) or an explanatory tag line (she uses one of these, too, on her website).
3. If you are geographically based (massage therapy, acupuncture – something you can’t do except locally) think about adding in your location to the name. Mt. Juliet Massage Therapy tells me there is a massage therapist right here in Mt. Juliet, somewhere close to me. And here’s a little tip. For a website, I would also buy Mount Juliet Massage Therapy and re-direct it to Mt. Juliet Massage Therapy.
Remember that most customers are going to find you by searching Google or YouTube (younger people tend to search YouTube rather than Google, by the way). So ask yourself, “If I were looking for a business that does what I do, what would I type into Google or YouTube’s search?” This exercise can help you name your business right in the first place, or make a smart decision if you have decided to rebrand your business. Make it easy for potential customers to quickly grasp who you are and what you do. And that leads to my bonus tip for today!
4. Don’t name your business about you. Name your business about them. Where I see entrepreneurs go wrong is picking a business name that is more about them than about their customer. Keeping your name customer-based is one way to ensure your success.
Jennifer Bourn says
December 19, 2011 at 5:30 pmGreat post Sue! I especially love the tip : “Don’t name your business about you. Name your business about them” This is such an invaluable piece of information because people who don’t know you yet aren’t searching for you … they’re searching for what they need!
Sue Painter says
December 19, 2011 at 8:40 pmJennifer,
I’m glad that you agree. Your name Bourn Creative tells me immediately the direction of what you offer to your clients.
Sue
Lisa Manyon says
December 15, 2011 at 2:54 pmSue,
Great tips! If your business name or tagline are not unique, memorable and provide a clear descriptions of benefits, it may be time to rethink your strategy.
Write on!~
Lisa
Barbara Holden says
December 13, 2011 at 12:47 pmThanks so much, Sue! Great information that so many entrepreneurs don’t think of when starting out. Sometimes you “fall in love” with a business name that has a special meaning to you, but means nothing to anyone else. That’s one of those times when ya just gotta let it go, isn’t it?!
Sue Painter says
December 13, 2011 at 12:50 pmHi Barbara,
Yep, sometimes you do have to just let it go. But BoostBizWithVideo is a great name!!
Sue
Dr. Robert Fenell says
December 11, 2011 at 11:20 pmSue,
Great info! This is what I tell my doctors too. Thank you.
Dr. Robert Fenell
Sue Painter says
December 11, 2011 at 11:36 pmHi Dr. Bob,
It’s great to know you’re passing these same tips along to your docs. Good deal!
Sue
Trudy Scott, Food Mood Expert and Nutritionist says
December 11, 2011 at 2:23 pmGreat tips Sue. I needed this before I started my business. How do you suggest changing the name of your website and business without losing anything – name recognition, already being all over the internet etc?
Trudy
Sue Painter says
December 11, 2011 at 5:29 pmHi Trudy,
In your case, because you ARE so well known, if you decide to rebrand you need a careful strategy. One thing I would do in your case is to select your new name (or perhaps brand to your name since you have good recognition now) and keep your old name and site but redirect it directly to your new site. You could also go all-out with the launch of a new site and offer a substantial goody for people to “like” your new name on FB and to sign up for your RSS feed to your blog on the new site.
Sue
Bill Painter says
December 11, 2011 at 1:14 pmGood points Sue. The only thing worse than a non-descriptive name is a lousy email address that doesn’t convey your message. I still cannot get over our closet lady’s email as “last name”bears.com. (Name hidden to protect the guilty.)Not very professional.
Sue Painter says
December 11, 2011 at 1:24 pmLOL, Bill. I can’t either.
Kristina Shands says
December 10, 2011 at 9:47 pmThese are amazing tips, Sue. I wish I had them when I decided on my business name. It is so important to get it right from the beginning. Those folks that are with you from the beginning of their business are in great hands.
Sue Painter says
December 10, 2011 at 10:40 pmThanks, Kristina.
Sue
Linda Pucci says
December 9, 2011 at 11:54 amAs always, your tips are superb, Sue! I especially like the “name your business about them” idea. I’ll pass your blog link along to couple of clients who are starting businesses and in the naming stage right now! Perfect timing!
Sue Painter says
December 9, 2011 at 3:45 pmThanks for passing this along to your friends, Linda.
Katherine C H E says
December 8, 2011 at 12:15 pmMake you business name about what you offer – perfect for attracting clients who want that!
Love, Katherine
CEO, iaLOAp, International Association of Law of Attraction
Sue Painter says
December 8, 2011 at 12:28 pmThanks, Katherine!
Sandy Rees says
December 8, 2011 at 10:22 amGreat stuff Sue! When I got started, my coach asked me what was the biggest, most audacious thing I wanted for my clients. Being a nonprofit coach, I want them to raise all the money they need to fully fund their mission and work themselves out of a job. Thus, Get Fully Funded was born. It gets an immediate and positive response from my target audience.
Sandy Rees
Nonprofit Coach, Consultant, and Chief Encouragement Officer
http://www.GetFullyFunded.com
Sue Painter says
December 8, 2011 at 11:16 amI’ve always really liked your Get Fully Funded name, Sandy. Everyone quickly knows what that means in the non-profit world.
Sue
Mary Ellen Miller says
December 8, 2011 at 6:49 amSue, excellent suggestions. Your “The Confident Marketer” is a wonderful example of a business name. People also need to keep their business or “persona” name in mind when they create their twitter handle. It needs to be quick and easy to understand.
Sue Painter says
December 8, 2011 at 8:27 amThanks, Mel. I’m glad you like my biz name, coming from you that means a lot!
Sue
Tiffany deSilva says
December 7, 2011 at 6:08 pmHi, Sue. I really like #4–Name your business about them. I also recommend choosing a name that you can grow and evolve with. If you can avoid it, you don’t want to have to change your name in a few years as you add services or uplevel your business.
Sue Painter says
December 7, 2011 at 6:32 pmOh I definitely agree – use a name you can grow into, for sure, Tiffany.
Sue
Jeff Brunson says
December 7, 2011 at 3:13 pmYou are so right. My Brand became more exciting for me when I finally focused it on ‘them.’ Thanks to some marvelous clients whom I interviewed early on in my work, they led me to the words that represented what they knew I did for them.
Sue Painter says
December 7, 2011 at 4:35 pmJeff,
Good for you for taking that step to interview clients.
Sue