Naming Your Business

Alan’s first business was called ‘AD-Dynamics’. What do you think ‘AD-Dynamics’ did?
Exactly… No idea. No-one knew what he actually did.

His second business was called ‘Enjoy Presenting – Dynamic Business Training’. What do you think that one was about?
Well, lots of people don’t like giving presentations so Alan trained people in business (in his unique and dynamic way) in how to enjoy presenting.

Alan remembers always making cold calls and one company he called in particular went something like this:
“Hi, it’s Alan from Enjoy Presenting”
“I don’t”
“You don’t want?“
“I don’t enjoy presenting”
“(laugh) Then you are my perfect customer!“

Enjoy Presenting passes the Ronseal test with flying colours.

So what is the Ronseal test?
Simon has become a huge fan of Ronseal. Not because he likes painting fences (he really doesn’t) but because of their hugely successful run of slogan-based advertising around their material maintenance products.

For example, Ronseal quick-drying wood stain – it does exactly what it says on the tin.
If you’re making handmade rugs then be ‘Rugs by Hand’. Not excited? Well, that’s ok, you can add some spice. Let’s say you’re making granola in Boston, you could be ‘Boston Granola’ or add an adjective and become ‘Super Granola of Boston’. Business names that are too clever, too obscure, or too subtle tend to confuse customers and fail to get their attention or ignite their interest. Then the challenge we often get is:

“Yeah but what about Apple? What has an apple got to do with computers?”

Most of us don’t want global domination, most of us won’t write a brand strategy or hire some marketeers to execute it.

Most of us don’t want to take on Microsoft.

If you have a billion-dollar branding budget to throw behind getting your name out there, feel free to call your business anything (and remember your good friends at Rebel.) If you are bootstrapping your business, go with the Ronseal test.

The 3-Ws – WHO? WHAT? WHERE?

The 3-Ws tool can get you started.

WHO does the product belong to? You could use your first name, your surname, or your role in life (Auntie, Uncle, Granny)
The geographic area WHERE you’re from (which may also be the location of your initial TARGET) i.e. your town, city, county, state, country
WHAT is your product or service and WHAT does it give your customers?

WHO
SIMON
JOHN
PAINE
SJ
SP
SJP
DAD
UNCLE

WHAT
REIKI
HEALER
WELLBEING
HEALTH
STRESS-FREE
HAPPINESS
PRACTITIONER
CONSULTANT

WHERE
NO.32
TAVISTOCK
LUTTERWORTH
LEICESTERSHIRE
ENGLAND
GREAT BRITAIN
UK
EUROPE

When we think of the customers we’re trying to reach, identifying yourself as a European Reiki practitioner is great, but are Europeans my targets? More likely your my customers will be local. Lutterworth Reiki for Wellbeing might be a good place to start!
Circle your favourite words and try out some pairs and trios of combinations. If you don’t want to use your own name, you could replace the words in the WHO column with fruit, animals or an adjective (super, amazing, brilliant, wonderful, exciting)!

8 top tips for naming your business

Have the target CUSTOMER in mind when you’re naming.
Choose something that EXCITES you.
Make sure it isn’t being used by someone doing the same thing; the NUMBER ONE place to check out your naming ideas is Google. The second place to check in the UK is Companies House.
ASK people for ideas – they love getting involved! Put it on Facebook.
LIVE WITH your final choice for a few weeks – test it out.
The best way to have a great idea is to have LOTS of ideas. Write down EVERY WORD you think of and use that to create a shortlist. If you try and come up with a name cold, it’ll feel like a brain freeze.
Give it a TWIST. Playing games with words is an awesome way to fuel your creativity. The Rebel team are great at this. E.g. think alliteration: Great Granola, Really Good Rugs, Cantankerous Cakes
Don’t navel-gaze for too long. Choose something and GET ON WITH IT. (If you’ve started for free you can always change it later without wasting money).