Choosing a business name is a significant part of opening any shop and it’s not a decision that should be made lightly! There are a lot of things to consider: branding, marketing, word of mouth and SEO. Your business name is the perfume that goes before your brand to make a statement and set the tone for the overall business experience. I am often asked how to choose a business name, so today I’m sharing what I have learned in business-naming and how it has helped my business grow!
BRANDING and MARKETING - Your business name is going to go ahead of you, so to speak, time and time again. It will be mentioned before you even get the chance to communicate the purpose or drive behind the business. It will be an essential part of your logo and lay the platform for your entire brand!
Think about marketing as the part of your business that is used to push your brand forward. When choosing a name, consider any descriptive words that you use in your business name and what they communicate to your customer.
For example, my business was Brittley Photos before I changed the name to Jordan Brittley Photography and then Jordan Brittley after I had established an actual brand (more on that in a different blog post). I named the business Brittley Photos in my teen years, naturally marketing to my peers. Photos tends to be a little more youthful than Photography. So when I decided that I wanted to heavily pursue wedding photography, it was time for a change to market to an entirely different group of people!
WORD OF MOUTH - Make sure that people can pronounce the name on your business card and make sure that they can easily pass around your name! Over half of my business comes from word of mouth!
Another reason that I changed my name from Brittley Photos to Jordan Brittley Photography was for the simple reason that wedding guests couldn’t find me after the wedding. I was introducing myself as Jordan or Brittley Photos and I needed to make it simpler for guests to get in touch with me post-wedding. I now introduce myself as Jordan Brittley. They get a name with a face and when they ask for my business name, I am just reinforcing the name so they can remember it!
SEO - Search Engine Optimization. In short, this is how Google, Yahoo, Bing and many other search engines will direct potential customers to YOU! Not only do you want to come up in search results when people search for your type of business, you MUST show up in the results when people search for your business.
I would never suggest choosing a business name that is already being used. Don’t even consider it if the other business is selling the same product. Wouldn’t it be so sad to lose a great referral to someone else simply because the customer didn’t know which business was which?! Choose a name that isn’t going to compete with another name.
For example, I am the only Jordan Brittley on the web (as far as businesses go) and when people search for me, they find me. They find a lot of social media links along with my website and blog. It’s great when people start talking about my business because they can easily find me (even without a business card!)!!
If you have any follow up questions or comments, please leave them in the comment space below! I really want to know how I can continue to share what I know so that it benefits you!! For future questions, holler at me on Twitter or Instagram (tagging me) and use the following hashtag: #askjordanbrittley.