Being an entrepreneur isn't for sissies! But, you already knew that, didn't you?
The challenges ahead of you, as an entrepreneur, may seem insurmountable at times. Just coming up with the right name can be mind-numbing. One expert will advice you to be 'memorable' by being outrageous- i.e. Google, Yahoo!, Amazon, all companies that chose names that made them stand out but did not tell the reader what they do or who they are. They chose to be provocative and make people think about their purpose.
Another expert may tell you to be specific - spell out your talents, your services, your purpose - i.e. Petco (obviously involves pets), or Leadership Coaching for Your Small Business - self-explanatory, right? A good friend of mine calls her company Business Vitality - her tagline is Smart Growth is Smart Business.
Both approaches are right. Being provocative can be a successful way to grab attention and show people who you are and what you do. But, then again, stating your purpose in your company name can help people identify whether or not you're someone they need to contact, without having to guess at your purpose. In the end, only you can determine the right course to take, when naming your company.
My company, Windsor Media Enterprises, hints at the fact that we're a "media" company. Windsor is my maiden name, and media is what we do. What kind of media (social media) requires people to visit our site. I like that. Those with little patience, may pass me up if I turn up in a Google search on a keyword that relates to media. But, that's okay. I practice what I preach and those looking for a social media professional will always click over to learn more about me.
Many entreprenuers name their company after themselves, which is where the Windsor comes from in my company name. It's my maiden name. And, I liked the way Windsor Media sounded. In order to establish it as a full-bodied company, I added "Enterprises."
Here are some interesting business names from people I've met in my travels:
Girlfriendology - guess what they're about.(the word 'girlfriend' gives it away)
Big Green Purse - maybe something about ecology? Maybe a woman's site? Worth checking out?
The LinkedIn Personal Trainer - again, easy to figure out.
Queen of Quirky - hmmm...not sure about that one. But, interesting enough to check out.
How will you choose your name? Will you be specific or interesting? Will you rely on your good name, or a description of what you do? The challenge is in choosing a name that you can live with for a long, long time. Rebranding is not an easy thing to do - so, choose your company name wisely. Test with friends, relatives, acquaintances, and your networking group. Say it out loud over and over. Write it down. Spend a whole day answering your phone, using your new company name.
The one thing you don't want to do is rush. Rushing will end up in settling for a company name that you may come to regret.
The last bit of advice I have is to stay away from anything that is too similar to what's already out there! Check the trademark office to make sure no one else has the name you want to use - or, at least, isn't using it in the exact same way you want to use it. Do your due diligence.
Then, stand tall, get out in the world, offer your hand and say, "Hello, I'm Sandy from Happy Haven Pet Sitting...." loud and clear.
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