At first glance, picking a business name is easy. But quickly you realize that it’s not as easy as you once thought. So after laboring at picking a business name, how do you know if the one you’ve got is good?
Here are three mistakes I see people make when picking their business name.
1. too cute
Your business name doesn’t need to be cute. Catchy or memorable, sure! Cutesy, nope. There was a time where cutesy names did well. But we’re past that. Consider who is your target market. Are you using words that they can connect with?
2. Too Confusing
Your business name should be somewhat related to what your business is. It doesn't have to be word for word literal, but it should have some indication. Of course you can clarify your business name with a good tagline, but the name itself shouldn’t detract from the message you’re trying to send.
3. Too Specific
When your business name is ultra specific it can prohibit you from growing and evolving your business over time. Your business WILL evolve over time. If you pick a name that’s open enough, you won’t have to change it when you adapt your products or services. For example, if your business name is “Sarah’s Pool Cleaning Service” you’ll forever be locked into pool cleaning. If you start with pool cleaning but then realize that your clients could also benefit from patio maintenance, you would confuse potential clients from booking patio maintenance when the name is “Sarah’s Pool Cleaning Service”. A name such as “Oasis Services” allows room for expansion later. A good tagline can change overtime without disrupting your business name. In this example you might start off with “Oasis Services” with “pool maintenance” as your tagline. And as you evolve you can change the tagline to fit your services.
Want to see me pick the name and tagline for my new business venture? Join me as I dive deeper into the art and science of naming a business on Patreon.
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Hey! I'm Christine, I'm an entrepreneur and small business owner who has learned by trial and error. I write helpful articles that help you take your next steps in business. Occasionally I like to mix things up and dash in a bit of lifestyle topics. Thanks for being here!