Business History Books » Business Consultant » What's in a name
What's in a name
Question:
>1) How important is it that a professional service have a "good" name
Not important enough to agonize over. After all, it’s the service itself — and the quality thereof — that people are going to remember more than the name. Unless you’re dealing with product names, in which case things get stickier, especially if you’re marketing in foreign countries (just ask Chevrolet [Nova="won't go" in Mexico] and Coca-Cola ["Coke adds life"="Coke brings your ancestors back from the dead" in China]). >2) What signifies a "good name"
In general, something that flows and "sounds" right. No matter how many times you say ‘em, "The Dew Drop Inn," "Larry, Darryl and Darryl" and "Dewey, Cheatem & Howe" have a certain ring …
Response:
Jay Curry wrote : > In the last issue of Consulting Newsletter (Kennedy Publications) the > founders of a very successfull consulting company decided to develop > the name of their company using this method: > 1. Not use the world "Group". > 2. Take no more than 20 minutes time in a meeting. > The result: Redding Associates (they are based nearby in Redding, > Connecticut.
That’s interesting. When we set out to choose a name, we had several criteria : – has some meaning or connection which can be linked to the business, however tenuously – starts with an "A" so we are near the top of any alphabetic list – Internet domain still available – doesn’t mean anything embarrassing in any major foreign languages – isn’t twee or totally boring It took us several weeks of thinking and trying names out, most of which fell by the wayside on point three above. Result : Actinic. An actinic reaction is a chemical reaction involving the sun’s energy e.g. Photography, so it’s vaguely high tech. Nobody can pronounce it at first but we hope that this will help it to be remembered. At least it isn’t "Netweb" or another yawn inducing look-alike. At the end of the day, I guess that the name doesn’t make that much difference, especially after you have become established. However, IMO it’s certainly worth considering the domain name issue. Chris Barling Actinic Software Coming soon www.actinic.com putting small business on the Internet
Response:
In the last issue of Consulting Newsletter (Kennedy Publications) the founders of a very successfull consulting company decided to develop the name of their company using this method: 1. Not use the world "Group". 2. Take no more than 20 minutes time in a meeting. The result: Redding Associates (they are based nearby in Redding, Connecticut. Jay Curry MSP Associates Amsterdam
:Thanks for that Jay, but how about some comments on issues 2&3: :1) How important is it that a professional service have a "good" name :2) What signifies a "good name" :3) What are some avenues that can be pursued to find that perfect name. :– :Wishing you the best of success 
onna Henuset :Independant Business Consultant :Calgary AB Canada :> What’s in a name (for a consulting business) ???? :> Everything!
Response:
I recently launched my consulting business & just suffered through the "to name", "not to name" dilema. Then when I decided on the "to name" scenario I had to sweat over coming up with the name. Here are my thoughts: 1) I think naming your business is very important. Without it, you miss a primary opportunity to advertise your business. A business named John Doe & Associates does not tell any prospective customer much of anything unless you are particularly famous in your industry & is difficult for someone unfamiliar with your specific business to remember. 2) What’s important — your business name should instantly give your customers a clear idea of the services you can provide for them. It’s not the time to be mysterious or cute . Here are some of my personal favorites: "Fast Frame" "Taste Catering" "The Box Lunch Company" "Encore Productions" "Japanese Linguistic Services" (translation services; this name caused a problem for them when they added other languages besides Japanese) "Kidsoft" – Software for children "Nomadic Displays" – Portable trade show booths "Instant Signs" "The Perfect Palate" catering "Rent-a-Computer" computer rentals "San Francisco Reservations" – central hotel reservation service for SF Bay area 3) How to come up with a name – Blood, sweat & tears. I thought of my company name while on the stairmaster after spending many hours thinking about my target market. I wanted to sell event marketing and management services to high tech companies, so I named my consulting business Eventech. After I came up with the name, I ran it by 10 current and prospective clients to make sure my intent connected with my intended audience. This was reality check time. Here are some of the rejects: Eventcom – What??? Too esoteric, what does this mean? Is this an internet service? Createvents – Fine for someone who does gala special events, but not appealing to high tech clients Eventbiz – Too flashy Events Plus – Taken by someone else, which leads me to my last point– DO A TRADEMARK SEARCH before you get too excited, and definitely before you have your letterhead and business cards printed. This topic is near & dear to my heart because I just struggled through this myself. But I am happy to say the extra effort in coming up with a name was well worth it. Clients remember who I am, my name gives the appearance of being larger than a 1-person office, and clients who’ve called like the idea that there’s an event planner who specializes in the needs of high tech clients. Good luck to your students. Dina Jacobson Eventech Phone (415) 961-7845 Fax (415) 961-7853 in your e-mail address; believe-it-or-not, Eventech was already taken) Dina Jacobson Eventech 221 Lassen Avenue Mountain View, CA 94043 Phone 415/961-7845 Fax 415/961-7853
Response:
I agree that a name is vitally important. At our company, we are beginning to change our titles. We are looking at two things, 1) How does the title describe what you do 2) How does it give people the perception you want them to have. For example, someone working on new business needs a title that opens doors and gets people to listen. Not specific but hopefully helpful Jon Hutter Account Supervisor (old title) Holt Hughes & Stamell Portland ME (writing for myself).
Response:
What’s in a name (for a consulting business) ???? Everything! – Hide quoted text — Show quoted text –
Response:
>….. How do you decide on an effective name for your company, and does it matter"?
It certainly does matter, but is it worth racking your brains over? I am speaking in the context of a *company* name, which is slightly different than coming up with the right *product* name. It also matters whether for consulting (service) or other type of business. >1) How important is it that a professional service have a "good" name
Consider you are not advertising or wanting to establish yourself in the market by conventional promotional tools, rather you maybe will market by DM, in which the content (benefits, value, credentials, etc.) is more important than the firm’s name. You will be meeting face_to_face, where you are more important than the firm’s name. >2) What signifies a "good name"
Successful consulting practices have all types of names, incorporating any or a combination of the following (examples given not suggestions) : (sole or partnership using associates or company) Henuset & Associates, Henuset & Company, Henuset Consulting (Location: Calgary, Alberta, Canada, the world) Henuset Consultants of Canada, Henuset & Associates of Calgary (Target market: small business, specific industry) Henuset Agriconsult (Type of consulting) Henuset BC (Business Consulting) more effective if you lived in BC <g> You could also explore a more *modern* type naming for your firm It should be a short, easy to remember name that can describe any of the things above. But the bottom line is; creating a *good name* in your business rather than focusing too much on a *good name* for your firm. >3) What are some avenues that can be pursued to find that perfect name.
There are a number of books, which can be found at any book store. They even have been translated into Canglish (humor- love Canadians) Make a list of all the nouns and adjectives associated with your field, and start brainstorming. Just jot down what comes to mind, not deciding during brainstorming that a name is stupid or not. Do that once the brainstorming session is over. Further run it past business associates (more the subjective view) as well as friends with no connection to your line of work (objective view). After you have a few possibilities, work them in a graphics program, trying fonts, colors and what not. If you decide on a tag line, combine them with the names and see what happens. Also play with the initials Thinking of a name is no different than thinking of that "million dollar" idea, the ultimate business idea or anything else for that matter. Sometimes the harder one tries, the less the creation process works, other times, BOOM, it’s right in front of you. The key to creativity is to not just think logically and on tangents but to also be able to think abstractly. One final note with regard to a *good name* The name Donna Henuset, is one you did not choose, as is mine. Are our names *good* names? Do people remember us because of our names or rather because of who we are? Whatever name you decide, I’m sure it will be a *good name* because of your service and solutions to your clients! An aside: I just saw a GREAT name for a new magazine: "FAT!SO?" Guess you know the target market. Gotta love it!! — Marketpreneurs (webwork in progress) An association for marketing consultants, a service and directory for business
Response:
Thanks for that Jay, but how about some comments on issues 2&3: 1) How important is it that a professional service have a "good" name 2) What signifies a "good name" 3) What are some avenues that can be pursued to find that perfect name. — Wishing you the best of success Donna Henuset Independant Business Consultant Calgary AB Canada – Hide quoted text — Show quoted text -> What’s in a name (for a consulting business) ???? > Everything!
Response:
I facilitate a course for new professionals that are looking at entering the field of consulting as a result of downsizing etc. At the last session someone brought up a very valid point " How do you decide on an effective name for your company, and does it matter"? Great question, and there was lots of response from the group ranging from, "it doesn’t matter " to "its the most important thing you do in terms of your marketing plan." I personally agree with the fact that it is important. I’d like to get some response from you all on: 1) How important is it that a professional service have a "good" name 2) What signifies a "good name" 3) What are some avenues that can be pursued to find that perfect name. I look forward to your input. —— Wishing you the best of success Donna Henuset Independant Business Consultant Calgary AB Canada