Name my baby

Choosing an identity is the exciting part of starting up a new business right? Naming a baby probably isn’t much different. You pen a list of names you like or that mean something to you, then mull them over. You do a bit of research, canvass opinion from peers and even pick a colour scheme for where it’ll live: on the web or stationery.

Kill joy

So why have I gone and taken all the fun out of it? By over-analysing my options with assiduous scientific diligence. An approach that serves me well when I’m copywriting, but is near-enough useless in the process of decision-making.

Perhaps I’m just twitchy because of what naming a business represents. It signifies more than just a moniker, it’s the foundations of a brand.

Personally, it represents commitment to a new phase of growth but publicly it’s a chance to say something about who you are and what you do best. In only one or two words. And that’s why I’m apprehensive. Suddenly I’m forced to gulp down my own wordy medicine in tiny doses, not the comforting tonic of sizeable sentences.

Bzzzzzz

This week I pulled into the hard shoulder, turned off my engine and let the bee out of my bonnet. With the painful list of ideas safely hidden away we’ve time to reflect upon some helpful advice and suggestions people have kindly offered for picking the right name for a business:

Can you live with it a few years down the line? If your name has novelty value, is a bit too vogue or quirky, chances are you’ll grow to hate it. (See Copywriter 2000, Carpets4U or any dry cleaners named Touching Cloth).
What does it mean to other people? After all, they’re who you’re selling it to. It’s no good if it’s a private joke or a nickname from school. (Exception being MoonPig).
Does it explain what you do? Not a hard and fast rule (e.g Nike, McDonalds), but there’s a lot to be said for slipping your function in there when you’re an unknown small business.
What does it sound like when you say it out loud? Brilliant acid-test for copywriting too. Can it be said quickly over the phone, for example.
Avoid solutions in the name. Why? BECAUSE IT DOESN’T MEAN ANYTHING. (Unless you sell chemicals).
Don’t analyse it too much, it should just come to you: That’s the problem, they keep coming to me.
Is it available? Arguably this should be top of the list if you want to purchase the domain name or trademark it.

Show and tell

What criteria, suggestions or inspiration informed the name of your business?

Posted

June 7, 2011

Freelance life

Chris Kenworthy | Facilitator, Coach, Improviser

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Comments

9 responses to “Name my baby”

Sam
June 7, 2011
What business are you choosing a name for? I agree with all the suggestions you’ve received so far – also, from an SEO point of view, it’s good to have a keyword in your business name, if your domain will be (or include) it. But you probably already knew that!
Good luck with it! I am a believer that when you find the right name, you will experience a ‘Eureka!’ moment. From experience, this can only occur when de-robed in the bath, or whilst giving birth to a family of otters.
Chris Kenworthy
June 7, 2011
Cheers Sam. The name’s for this business (freelance copywriting and photography) – I think it’s time to move things forward and present myself as a brand rather than just using my own name.
Nice tip on finding inspiration. I’ll take a bath tonight with a family of otters and see what happens.
Mark Dolby
June 7, 2011
There is a lot to be said for sticking with your own name when it comes to creative endeavours as people are buying in to you. Maybe a sub title is the way to go?
Chris Kenworthy
June 7, 2011
Cheers Dolbs. You reckon? I’m all for keeping a name associated with a company, but I feel there’s an opportunity to make your offering standout, by emphasising your unique qualities/approach etc. I guess that comes from a person’s name over time but for a fledgling small business those things need to be made more obvious and the best way to do that is perhaps through a meaningful business name/branding.
RichBos
June 7, 2011
My business name just happened by accident. I had the “Solutions” tag for a while but would agree, yes, awful, and was very happy to lose it.
If there’s one thing I don’t like in a business name it’s the “three initials + what they do” type of thing. WTF does that mean to anyone?
RB
Chris Kenworthy
June 7, 2011
Cheers Rich, I’d forgotten you used the ‘solutions’ in your name. I’m intrigued by ‘mebbi’ though.
I quite like companies with “& sons” in or two full surnames – gives a nice traditional, trustworthy feel to it. I agree about “three initials + what they do” part. Never assume your reader will guess/work out what you mean.
Sam
June 8, 2011
Just had a thought – what advantage do you think you’ll gain by presenting yourself as a brand, as opposed to how it is at the moment? Do you think you’ll automatically instill a greater degree of confidence in your prospective client if they believe they are dealing with a company, as opposed to an individual? I know I thought the same until recently with PricePie.
From my experience, this isn’t the case. There are some great advantages to operating as you are – you are your business, which means you offer a very personal service – people can really get to know you, what your interests are and what you offer. That way they’ll more quickly be able to establish if you and them make a good match.
From a macro-social perspective, I believe we’re going through a kind of economic and business devolution. The buzz words now are ‘social-enterprise’, ‘organic’ and ‘natural’ etc – economies of scale and big corporations have removed the intimate links between customers and retailers of goods / services and left people feeling empty and unfulfilled.
I say – stick to your guns, just be you and your business will prosper!
Chris Kenworthy
June 8, 2011
Cheers Sam. Good points you raise. I have considered the implications of an individual vs a company/agency. I’d never try and project that image, my criteria for choosing a name is that is must:
1) Emphasise that it is me (an individual), for all the reasons you list.
2) Must be clear about what I do best (skills, experience, mission).
I just want to project the idea that this is a ‘business’.
Sam
June 10, 2011
Ok, makes sense. So something with your name and profession in. Will be tricky, considering you have a long name and many skills!
How about something like CKMedia?

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