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Powerful Small Business Names

Guest post by: Enrico Varella

Article Overview: It’s all in the name, but don’t believe the hype! That is a caveat to live closely with. Many online sales letters push their introductory content through the threshold of credible to incredible, and amazing to the absurd. In print media, we stick to the principle of ‘KISS’ – less can be more readable.

Powerful Small Business Names

It’s all in the name, but don’t believe the hype!

That is a caveat to live closely with. Many online sales letters push their introductory content through the threshold of credible to incredible, and amazing to the absurd. In print media, we stick to the principle of ‘KISS’ – less can be more readable.

A company name is like a name-card. Your name is more important than your title. It is the information that first appears on the expensive piece of stationary, designed by a specialist who re-arranges text and logo for you. You represent your company, and your company name needs to become top-of-mind choice in the future. Your good deeds and delivery of better work augurs well for positioning your company from relative obscurity to resounding obvious choice for business.

My first training consultancy company, Mind Your Head was born from an especially painful experience. I hit my head on a low beam while walking. I looked up in pain an annoyance, only to see, scrawled in chalk the words ‘Mind Your Head’. That was a Eureka moment for me! Some of my friends and clients teased me about it, and I was bothered by it for a short while until I became busy with projects, including leading innovation sessions and workshops. Having worked in 20 countries, I have decided long ago to keep my company name for more than 16 years with absolutely no regrets.

At one point, I created an online business with the name MYTHIC. It was derived from ‘Mind Your Head’, or ‘MYH’. I added the vowels and consonants ‘t-i-c’ to build a recognizable word; I avoided ‘myrrh’ for botanical reasons. That’s the usefulness of Scrabble, as you unscramble words with the same tiles. Anagrams are useful for sorting out names that have been seized earlier by domain-names snatchers.

Use the creative-trigger tool (by Alex Osborn & Bob Eberle), SCAMMPERR. What can you substitute, combine with, adapt to, maximize, minimize, put to other uses, eliminate, re-arrange or reverse. Any of these orientations can redirect your focus from merely seeking a clever name to one that best reflects your passion, core competency, and purpose.

Simplicity may be relevant, but not in all cases. If you opt for acronyms or abbreviations, then you would likely have to explain its meaning early or else loose the opportunity to make an indelible brand impression. Brand into your client’s minds what the capital letters in your company name means. Recall the early days of these terms ‘B2B’, ‘B2C’ and ‘C2C’? Without defining what these mean early, they fall into disuse and disinterest. When you sign off your name for each electronic mail with your initials, avoid being too surprised when it becomes your moniker and nickname!

Small businesses need a strong name and a stronger presence. Choice of names is important, but not vital. If you are not sure, stick to the tried and true. Use your NAME. My second company was built from my name, however it took me a short while to be comfortable with it. It is a strong association with you, for your name is your brand. Brand YOU is the ultimate company you can choose. Many of the Platinum and Elite members of EvanCarmichael.com own businesses based on their names.

While you are at it, get a secure a domain name with your name and the configurations you prefer (i.e. DOT NET, DOT.COM, etc). You would be glad for creating a sense of security when your company name propagates and promulgates. Wouldn’t it feel great to have your company name uttered ubiquitously?

Take your time to think of a name that best expresses you, and your business. It would be your best investment before you plunge headlong into the incredible journey of an entrepreneurial life!

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Article Tags: caveat, choice, company name, creative trigger, simplicity



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