Does Your Business Name Get the Attention of your Ideal Clients?

There’s a store down the street from me that used to be called “Sweets in the Nude.” What do you think of when you hear that? Never mind – I can guess. I can also guess what you don’t think of. I’ll bet “unfinished furniture” isn’t the first thought that came into your head!

The name is cute, it’s clever, it’s catchy, and no one ever knew what the store sold. Finally, after at least ten years that I know of, they changed the name to “Sweets Wood Furniture.” Thank goodness. Now, everyone knows what the store sells when they hear the name.

It’s exciting when you come up with a really catchy or beautiful sounding name for your business. However, if no one can tell what you do when they see or hear your business name, you’re missing a golden opportunity – a chance to promote yourself.

For instance, when you hear one of my client’s names, “The Job Search Success Coach,” there’s no doubt whatsoever what the owner of the business does.

“Clarity Trumps Cute,” that’s one of my mottos. Not that I don’t help my clients come up with cute names, it’s just that clear comes first. That’s how to attract ideal clients immediately when they hear your business name.

It’s also important to use the benefits, or end results your ideal clients want to create an effective name. For example, a client who is a copy writer chose the business name “Captivating Copy.” People are attracted to the results they want to obtain.

Another client is a business coach who works with fiercely independent entrepreneurs who want to succeed on their own terms. His business name is “Finally Free Business Coaching.”

Here’s another client’s business name, who combined the results her clients want, as well as what she does and for whom, all in her business name: “Chaos to Clarity: ADD Coaching for Professional Women.”

Another way to capitalize on your business name for maximum effect is to use your personal name, for example “Stacey Green Coaching.” Name recognition is just as valuable as clarity in what you do, and it has other advantages also.

Most coaches and service entrepreneurs in general don’t stick with the exact same branding or message they begin with. Everyone grows, shifts and expands as they get to know their market even better. As the message gets refined, you’ll most likely re-brand somewhere done the line.

You may even make a major shift – to a different niche. If that’s the case, if your business name says what you do, then you’ll have to change your business name. You’ll lose all the recognition you’ve built for that name. If you brand with your personal name, however, you can keep it—along with the name recognition you’ve acquired so far.

Don’t get me wrong—I’m not saying your business won’t be successful if you choose a name that doesn’t say what you do, or bring you name recognition. Look at Google, or Starbucks. They are hugely successful! However, it was the success of those two businesses that “made” their names, not the other way around.

My point is this: Recognize the opportunity, and make a conscious choice. When you’re starting up, re-branding or re-vitalizing a business, leverage every opportunity you can to help you take that next step up to success!