I get asked a lot about business names. What name I think is “good” for someone’s business. And I love to work this stuff out with people, I really do. There’s usually a lot of thought that’s went into it; sometimes it’s really reflective of the services, sometimes it’s got some personal meaning, sometimes it’s just because the therapist happens to like it or thinks it’s catchy. Whatever it may be. So here’s a few tips on choosing the right name for your business.
So if you’re getting ready to start a new business, or maybe you’re considering a name change for your business, let’s dig into some things you need to consider…
First, I’m here to tell you something you may not want to hear. That name that you’re working so hard to figure out…it’s not nearly as important as you like to think it is. Now, I know that the name of your business probably means a lot to you; or at least most of you probably have some sort of attachment to it. And there’s nothing wrong with that. But for those of you who are trying to figure out what to name your business, please don’t stress yourself out and waste a ton of time on this one detail. Because here’s the thing…the name of your business doesn’t need to mean anything to people outright. It’s the meaning that you build into the name that matters; the brand you develop around it by creating this incredible service and this amazing experience…that’s what makes your business name mean something to people.
Tying into that, secondly, an obscure single name along with some additional clarifying verbiage can help solidify what your business is about. For example, a local business to me, and actually where my husband worked for quite some time – Optimus Health Center. It’s not very clear exactly what they do but it’s obviously something to do with healthcare of some sort. So in all their materials, it’s listed as Optimus Health Center – Physical Therapy & Fitness Center. Much more clear about what they do, right? But what does everyone call it? Optimus. That’s it. That singular name doesn’t tell anyone anything about what they do, and yet it works. Why? Because they’ve built a reputation behind the name.
Thirdly, some people swear by putting your town name in the business name, and it really is great for SEO – search engine optimization, for those of you unaware of that term – but there are plenty of ways to build SEO into a website without having to name your business around what people are typing into Google; so don’t feel pressured like it’s the only way to make your business stand out online if you’re in a saturated area.
And my last point on this, consider any future changes. For example, you may move, and that local business name isn’t going to work any longer. Then you’re starting completely over with a new name too, instead of being able to just change location details and keeping the reputation, the online reviews, and all that good stuff. Or what if you shift your focus and the brand changes? Will you have to change your business name entirely? If “therapeutic massage” is part of your business name and domain names and all that, and down the road you change up to include some other wellness, spa, or clinical professionals…will the entire business name need to change? Or will you be able to keep a simple name and simply shift to a new tagline or slogan to better fit the new services?
So, yes, take your time to consider fully what you want to name your business, and the potential future it may need to adjust for, but please don’t spend countless hours wracking your brain over it. The business name doesn’t mean anything. It’s the business you build around the name that means everything.
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