You are creative and imaginative, but nonetheless selecting a name for your business You are excited but still need to be sure not to be so imaginative so as create confusion.
It’s tempting use your own name as it gives your business that personal touch, after all it worked for Calvin Klein and Alexander McQueen. Context is key, Calvin Klein started his business in 1968 whilst Alexander McQueen made a name for himself being appointed head designer for Givenchy. Starting a business in this modern age, you are operating in a different world to Calvin Klein and unless you were a senior person for a significant figure in your field you aren’t riding off the sort of success Alexander McQueen had. Personal branding take kudos and wholehearted commitment to you being the product.
All that said, using your own name may still be appropriate if you are providing a service that only you can perform. It also works really well if you are an author, fine artist or musician, after all, the common denominator in all your work is… you. Remember, though, your name will need to both something memorable and different. However if you decide that you want to christen your business with a snazzy name use the following guiding principles to come up with a creative name that works.
Consideration #1: Business Vision and Values
The name that you choose for your business should be a reflection of your vision and values. Think about the words that you’d like your business to be described as and the emotions you would like to create for you, customers.
What is important to you when you are working, professionalism, playfulness, quality materials, service and delivery; this needs to align to the name you’ve have chosen. This will build consistency in the brand promise you are creating
Consideration #2: Can People Get It Right
Now, when you get started you may find that the creative juices take over. But, if each time you tell someone your company name you have to spell it; “no, that’s Jets with a ‘z’ “. The likelihood is that for those who hear about you by word of mouth will never be able to find your website because they can’t spell it.
As much fun as it may be to come up with creative spelling, you will probably find it to be counterproductive in the long term. Also, think about how easy it is to say. Make it easy for others to spread the word for you. The last thing your want people saying is it’s a really cool company, but I’ll be damned if I can say the name. Your name should be easy to remember, in this respect I must say ‘Apple’ are brilliant.
Consideration #3: Attracts Your Ideal Client
You name should be something that intrigues your ideal customer. Could you see it being a name that your ideal customer would happily use in conversation? Think about the sorts of images your business name is likely to create in the mind of your potential customer. Will it be clear to them what you do and for whom?
Consideration #4: Availability