What’s In A Name?

What’s In A Name?

What’s in a name? After all, a rose by any other name would smell just as sweet. No, I won’t be spending the rest of this article quoting Shakespeare, but I will tell you that your name matters. Your business name matters. 

In today’s world, it is not so much to choose a name you like and move forward, you need to keep in mind how people perceive your name, as well as how they could potentially search for you online. This is also your businesses’ first opportunity at making a great impression on potential customers – you want it go well. 

 Picking a business name, or even a “dba” (Doing Business As) name, can be tough. The tips below can help you narrow your scope and hone in on what works best for your business.

 Full Disclaimer:Please do not simply go out and change your business name. If you’ve been doing business as “XYZ Tree Service” for 22 years, chances are clients know who you are. However, if you do branch out your service, buy another individual’s business, or decide to create a “dba” name, try to keep these suggestions in mind. It will eliminate business headaches and frustrations down the line!

 Don’t over-complicate it

You want to create a name that makes sense and is easy for your audience to understand. Too many times, people equate being unique with a name that is overly creative. When that happens, names are often too long, too narrow in illustrating your true purpose, or so intense that the audience has a hard time making sense of it. 

 For example, Administaff is a company that sound like they provide temporary staffing – but that’s not what they do. They actually provide offsite HR services (such as benefits management); however, since their name confuses customers from the get-go, they spend copious amounts of money on advertising just explaining what they do, as opposed to promoting their services.

 Think like your Audience

More and more businesses in this world are being found only via internet searches, with Google being the primary search engine. When searching for a tree service online, the majority of individuals will begin their search with simply “tree removal company” or “tree service” and go from there. If your name is too far removed from this, chances are you will not be found and your quest for a new customer is over before it even started. 

 Consider the Connection 

What do you want your customers to take away from their experience with your brand? What feelings do you want to invoke when they think about you? Perhaps you want to establish an emotional ideal, connecting customers to your story, your past, and how you created the business you did. Going in another direction, you may want to elicit feelings of power and trust, the knowledge that if the client chooses to do business with you, they can depend on you for the entirety of the job. Maybe you are looking for a little bit of both. Whatever the case, look deeply at the connection you want to have with you consumers before deciding on a name. 

 One of the best companies that has rebranded purely on emotion is located in Wisconsin. Their name? Acuity Insurance. Their logo? A heart. Their tagline? Acuity loves you! Not bad for a big bad insurance company.

 Be unique

This can be incredibly difficult. You want to stand out from your competition, but not be so unique as to alienate potential clients. In an industry where competition is abundant, it can be difficult to come up with something different. In this case, take your time. If possible, do some market research. Send out a survey to potential clients with different name or word choice options. See how your market responds and adjust your name accordingly. The last thing you want is a name so out there that people can’t make any sense of it. 

 Case in point: Fifth Third Bank. Need we say more?

For more direct help with developing your company’s brand, contact an ArboRisk team member today!

Written By:  Katie Petersen


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