what's in a name? 7 entrepreneurs discuss the key to naming their businesses
Post on 14-Sep-2014
1.883 views
DESCRIPTION
What's in a name? Everything. At least, that’s how we feel as small business owners jockeying for eyeballs and customers in a 24/7 world. Our quest to make more happen, every day, reinforces who we are in the eyes of our customers, but we connect with them first through our names. Here are seven SUCCEED members’ stories of how they named their own companies and, as a result, started making more happen in their businesses, lives, and communities.TRANSCRIPT
BROUGHT TO YOU BY
WHAT’S IN A NAME? 7 Entrepreneurs Discuss the Key
to Naming Their Businesses
What’s in a name?
At least, that’s how we feel as small
business owners jockeying for eyeballs
and customers in a 24/7 world. Our
quest to make more happen, every
day, reinforces who we are in the eyes
of our customers, but we connect with
them first through our names.
!
EVERYTHING.
Here are seven SUCCEED
members’ stories of how
they named their own
companies and, as a result,
started making more happen
in their businesses, lives,
and communities.
!- The SUCCEED Group
!Owner: Dyan deNapoli
Business: Penguin Expert, Speaker, & Author
It’s what aquarium visitors often called
me when they saw me in the exhibit
surrounded by 70 penguins. I didn’t
realize it at the time, but I had created
great branding with that name. And to
this day, people tell me they immediately
think of me whenever they see anything
to do with penguins—and they never
forget the name of my company.
I didn’t realize it atthe time, but I had
created great branding with that name.
“ “BUSINESS NAME:
The Penguin Lady
WHY IT WORKS
!Owner: Jackie NagelBusiness: Start-up Strategy and Coaching
!
!It’s my approach to how I work with
small business entrepreneurs as a
business coach/strategist. I define
"synnovatia" as working together to
create something new or different. Synergy + Innovation = Synnovatia.
It’s my approach to how I work.
“ “SynnovatiaBUSINESS NAME:
WHY IT WORKS
Owner: Nicholas RagoneBusiness: Investment Management
!Villicus is the Latin word for “steward.” I
chose this because I wanted my company
to represent my principles. In the financial
services industry, fraud and other illegal
activities have caused investors to lose
faith in Wall Street firms as well as the
stock market. I started my company [to]
show my clients that there are people who
take their responsibility to manage clients'
assets very seriously and ethically.
I wanted my company to represent my principles.“ “BUSINESS NAME:
Villicus Capital Group
WHY IT WORKS
Owner: Mike GroomBusiness: On-Hold Messaging Services
!
One statistic about the on-hold industry
kept jumping out at me: It only takes 30
seconds for a caller to hang up if they're
waiting on-hold listening to dead air. I
thought that was a very significant
statistic, but I thought that 32 seconds
sounded more scientific...so, ON HOLD:
32 was born! Everyone asks me what the
32 stands for, which gives me a chance to
give my eight-second elevator pitch. And,
they never forget it after that.
Everyone asks me what the 32 stands for,
which gives me a chance to give my eight-second elevator pitch.
“ “ON HOLD: 32BUSINESS NAME:
WHY IT WORKS
Owner: Sonia Harris
Business: Event Management and Advertising Services
!I wanted a flexible, domain-friendly name
that would include my married name but
also allow for an expansion of business
services or divisions. If I grew to become a corporation with many employees (plus admin, finance, and marketing
departments, etc.), the company name
would still be very applicable!
allow for an expansion of business services or divisions.
“ “BUSINESS NAME:
Harris Commerce
WHY IT WORKS
I wanted a flexible, domain-friendly name that would include my married name but also
Owner: Lin SeelingBusiness: Antiques Dealer
!!!Many years ago, my aunt had a store
named The Attic. She carried antiques,
collectibles, gently used items, and even
some clothing. When I started doing
business as an antiques dealer…I wanted
to use that name, but someone in my area
beat me to it. It didn't take long to come
up with My Aunt’s Attic in her memory.
!
It didn't take long to come up with My Aunt’s Attic
in her memory.
“ “ My Aunt’s AtticBUSINESS NAME:
WHY IT WORKS
I wanted a name that showed the strength of the people the agencies served.“ “
Owner: Alexandra Wisotsky
Business: Consulting Firm
!Kavod, the name of my consulting firm,
is the Hebrew word meaning, “honor." I
chose this name because I work with
non-profits serving refugees, immigrant
victims of gender-based violence, and
human trafficking. I wanted a name that
showed the strength of the people the
agencies served.
BUSINESS NAME:
Kavod
WHY IT WORKS
1. Make it memorable. It's critical for you to stand apart from your competition, so try to create a name that is different from others in your industry. !2. Avoid long descriptions. Use the name to provide a quick glimpse into the company’s culture and personality, rather than describing exactly what you do. !3. Once you have a name in mind, check digital availability. Search any potential names in Google, and if there are no other large companies using that name already, check for URL and social media availability as well. !4. Make sure it can be claimed legally. If you intend to incorporate your business, you’ll need to contact your state filing office to check whether your intended business name has already been claimed. !5. Think about how your name will look and sound. You want a name that will look good as a logo, and be easy to spell and understand when someone first hears it. Don’t forget to say it out loud before you make your final decision. !
5 Quick Tips for NAMING YOUR SMALL BUSINESS
Sources: Inc.; The Guardian; SBA
WHAT’S THE STORY BEHIND YOUR COMPANY’S NAME?
Share it(and your words of wisdom for your fellow small business professionals)
in our SUCCEED community.