If you are just starting your business, or if you have just developed a new product or service for an existing business, one of the first questions you need to answer is, "What should I name it?" And while you may feel pressure to make this decision quickly, I caution you to not make it lightly. What kind of things should you take into consideration when choosing a name?
(1) Don't Use Your Own Name
Well, first of all, use a name other than your own name. I often see service business professionals opening up shop and simply using their name, and the title of the service they offer. For example: Joe Smith, Accountant. I made this mistake myself, early on in my business, operating as Debbie LaChusa, Marketing Consultant.
Why don't I recommend this?
Because your name means absolutely nothing to your prospects. Often you only have a split second to get a prospect's attention. Make the most of that split second by having a name that communicates something of value about your business. Or a name that tells your prospects what your business is all about, or represents a benefit you offer, or how you deliver your service differently or better than your competitors.
(2) Create A Meaningful Name for Your Business
When I was operating without a business name, I remember calling prospects and clients, and having the receptionist ask, "Debbie with what company?" I realized relatively soon that if I wanted to be taken seriously, and I wanted to be quickly understood, I needed a company name. I was trying to build a business after all, and I wanted people to recognize who I was and what I offered.
So I started using the name, DLC Marketing and I incorporated to make it official. Now I at least had a real business name, and when I contacted prospects they took me seriously. It was amazing the difference it made in the number and caliber of clients I was able to land. All of a sudden, I was a company, not an individual. Mind you, nothing else had changed. My services were still the same. I still worked out of my home. I still did not have a staff (although I had to hire partners to help out with all of the work!). But suddenly I came across differently when calling on prospects.
But even then I thought, DLC Marketing, Inc. still isn't a great name. What does it tell people about what I do? It tells them I do marketing, and certainly I, or my web site copy, could explain my services and how I was unique. But what if they never got past the still somewhat nondescript name?
(3) Choose A Name That Communicates An Idea
So I started thinking about how I could name my business differently to communicate my unique selling proposition more clearly. And that is when I came up with the name 10stepmarketing. To avoid having to re-incorporate, and because 10stepmarketing is a service I am offering that is closely related to the marketing consulting services I offer through DLC Marketing, Inc. I have chosen not to re-name my business, but to rather just market using the 10stepmarketing name.
The initial response has been amazing. Suddenly people instantly want to know more about what I do. They ask questions and they want an explanation. That never happened with the other names I was using.
You see, the name 10stepmarketing communicates an idea. Something the other names did not do. So the prospects I encounter that resonate with the idea it represents immediately want to know more. Is 10stepmarketing a great name? I don't know. But I do know it is strategically focused on the services I deliver, and I am almost embarrassed to say that my previous business names were not (I am a marketing consultant after all. I should know better!). And I can't argue with the response I have received thus far.
So if you have a new business, product or service to name, think about what you want that name to communicate to your prospects. What do you do or offer that is unique or different? How could you describe your product or service with a word or phrase that will make your prospects want to know more? Can you come up with a name, or make up a name, that is intriguing or benefit-oriented?
Spend some time brainstorming different names and then test them on your prospects, or business associates who are familiar with what you offer to make sure your final choice resonates and represents you uniquely and powerfully.
(C) 2005 Debbie LaChusa
20-year marketing veteran, consultant, author, teacher and coach Debbie LaChusa has developed The 10stepmarketing System to help small business owners successfully market their business, themselves. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com
Wood Dale Chicago prom limo .. Lockport Chicago limo O’Hare1. Don't Spend Too Much Time PlanningWhen you are entering... Read More
Continuing from the second article:6. About the aground mathematical model,... Read More
A tongue-in-cheek look at the skills required to operate a... Read More
How do you sponsor an event and get personal introductions... Read More
In a quest for customers and to keep those customers,... Read More
There is a great deal of abuse going on in... Read More
Are you tired yet of all the books out there... Read More
The key to organizational focus and helping those who need... Read More
A consultant must remember that the business belongs to the... Read More
It seems so long ago that I started my first... Read More
This morning, I went to take a short walk outside.... Read More
KEEPING INTEREST HIGH: Supervision is key to the success of... Read More
How do you find groups that are in need of... Read More
Franchising Corporations need to maintain an iron fist when it... Read More
One of the biggest fears people have about starting a... Read More
Service Cleaning Businesses must maintain their equipment in order to... Read More
First you have to start with knowing your budget and... Read More
Over the years I heard the best way to learn... Read More
Cash is the lifeblood of any business. As humans need... Read More
The current lack of industry leaders represents an exceptional opportunity... Read More
1. Leadership Is Learned ? While many people appear to... Read More
In my previous article, Step 1, your challenge for the... Read More
Aircraft Interiors of personal and corporate jets have hundreds of... Read More
People will always stress that having a well researched business... Read More
Expanding your business requires you to take a good hard... Read More
Antigo wedding limo ..Every employee would like to earn as high a salary... Read More
Who is responsible for maintaining the business relationship?Nurturing a business... Read More
When the recent Games of the XXVIII Olympiad came to... Read More
Sometimes the simple businesses are the ones, which make good... Read More
In the heavy equipment cleaning business you can make good... Read More
Opening a carpet cleaning business is a great way to... Read More
Last week's question from Anthony R. on how to choose... Read More
A cluttered world of marketing communications diminishes the ordinary. The... Read More
Your on-line success is based on your efforts and yours... Read More
Every home business has the same problem of how to... Read More
You may find this Newsletter a little long winded but... Read More
Everyday more web based companies enter the business scene. The... Read More
The Federal Trade Commission which governs the franchise industry thru... Read More
Boston itself covers 50 square miles of concrete and traffic,... Read More
We hear a lot of talk about junk mail nowadays.... Read More
A recent survey indicated that clean Taxi Cabs Fleets have... Read More
In this series of articles I'm going to show you... Read More
Marketing is one of the four corner-posts of a solid... Read More
Incredible as it sounds, you have a goldmine of free... Read More
If you really want to earn more money with your... Read More
Every business regardless of size needs a "Business Image Manual"... Read More
Just a few years ago, when one thought of a... Read More
An observation while returning home from a seminar: Getting away... Read More
Let's face it, we all tend to get stuck in... Read More
If you plan to do business online, then your website... Read More
Small Business |