Business Names

Do you run a small business?  If so, you should have a business name.  How do you choose a business name?

You probably think of something that describes what you do, perhaps using some snappy or intelligent name, elements from your own name, and/or terms that identify your industry.

We suggest to our clients that there be two components to a name/

The first should be a unique identifier: a dictionary or created word(s) which has absolutely nothing to do with the industry in which the business is operating.  The second is a business nature identifier: a dictionary word(s) which describes the services or goods offered by the business or the industry in which it operates.

We find that people lack creativity when it comes to business names.  Just look around:  how many businesses call themselves “Classic …” or “Superior”?  What is so “classic” about plumbing, for example? 

Think of the message that is being sent by your business name.

I see signs for “European Cleaning” in my area.  Do the Europeans have an edge on us when it comes to cleaning?  I’ve been to Europe:  apart from Switzerland, I found most countries generally not as clean as Canada.  That’s not sending me the right message.

Another badly used word is “international”.  If you called your business “International Kitchens and Baths”, are you trying to tell me that, by being “international”, I should trust your business?  Or does it mean that the kitchens and baths are non-Canadian?  You don’t even have to have an “international” business to use the word in your name, so what is your point in doing so?

One of my favourite business names is Joe the Plumber Inc., in Whitby.  It’s simple, descriptive and never forgotten.  Petsmart and The Beer Store are other good ones. 

You might think it is catchy and neat to use parts of your family names to make a name.  Beware:  many people think it is corny. 

It’s not easy to come up with an original business name.  Even if you do come up with a name that you like, you might find that someone else already has registered that name, which will usually mean that you can’t have it.  Try to come up with a list of 3-5 names that you like.

It’s a frustrating process, but, in the end, you will likely come up with a better name.  I think ABC Masonry is useless, but Pharaoh’s Masonry (as an example – I don’t know if anyone has used it) might give an image of the pyramids – masonry that lasts for thousands of years.

Finally, when trying to come up with a business name, remember that you will likely want to come up with a logo or slogan to advertise your business.  Does your proposed business name lend itself to that purpose?

You know – coming up with an original, creative name for your new business is probably as difficult as naming a new child!