What's In a Name?
My good friend Bruce and I disagree on business names. Bruce believes that a business name should be descriptive, literal even. Think about General Motors, Home Depot, Family Dollar Stores, United Health Group, Whole Foods. Bruce might be right. Or not.
I chose to name my business Hansen House for personal reasons; I have fond memories of Sunday brunch at a lakeside restaurant with a similar name. Look at Apple, Target, and Starbucks; these brand names have interesting origin stories that really don’t matter to most people.
Do you know the origin of “Starbucks”? Do you even care? What’s In A Name?
photo by Kev via Unsplash.com
I’ve helped brands and companies choose names and change names. I believe the name any business leader chooses is important, but far less important than the company’s actions and eventual reputation.
Nobody goes to Starbucks hoping to relive the adventure of sailors on an Atlantic whaling ship (“Starbuck” was the first mate on the ship called Pequod in “Moby Dick”, and the founders of the coffee shop liked that). But people worldwide trust Starbucks baristas to satisfy their daily caffeine and sugar craving. And it’s quaint that the founder of Apple had a fun visit to an apple orchard. “Apple” is indeed more pleasing than “Microsoft.”
I believe business names are mostly self-serving exercises. Because no one will interact with my business name as much as I do, I need to love the identity every day and forever. The name, the logo, the brand colors. Everybody else? I need people to be aware of Hansen House and to trust me and my services, regardless of my business name.
Look at the list of Fortune 500 companies or any smaller brands and consider the ones you trust. Would it matter, would you trust them more or less, if they had a different name?
What Does This Mean For You?
Are you changing a business name, thinking about doing so, or launching a new brand? Ask and answer these questions as you go through the naming process.
1. What Does Your Business Stand For?
If you want to celebrate the legacy of an influential founder, name your business for that person, and tell the world about her. Your business name might also tell the story of why you’re in business; I created such a brand name for a manufacturer of tires and wheels (and you can read that story here). Whatever it is, uncover the “why” behind your name and celebrate it.
2. Do You Love It?
As I wrote in the post above, no one will see your brand name as often as you do. You need to love it, then accept that it will grow on everyone else eventually. Love your business name so much that you will be ready, willing, and able to defend it around people who question it. Some will do more than question it, they may tell you they hate it. You need to be ready to confidently disregard those people. It’s your business.
3. Can You Use It in All The Right Places?
One of the most difficult things today about naming is finding a URL that’s available. Visit GoDaddy.com or another domain-purchase service and see if your desired name is open for purchase. This might introduce a roadblock in your path, so be ready to get creative with the website address that will represent your brand. If you plan on using social media communication tools, check your name’s availability on Facebook, Instagram, Twitter and others. Also, if you’re incorporating and plan to grow, check with your state’s Secretary of State office about name registration and possible competitors. Finally, consider how your business name will appear as a logo on ball caps and business cards and social media icons and more.