Getting the right name for your business is very important and it’s a decision that will accordingly require a good amount of thinking through.
Why is the Business Name so important?
Well, it’s one of the first things that the public will notice about your company, that and your logo, and then your strap-line (if you have one – and you should). Those three things combine together to make up your brand identity. Thus making your company easy to identify and to understand (both of which are very important in any business).
Take a minute to think of Martha Stewart, and Amy Butler, and Purl Soho. As well as knowing what products they sell we also know what their logos, and their fonts, and their company colours look like (and this didn’t happen by magic!)
I don’t have background in web or graphic design so I can’t help you with that knock-out logo. It’s definitely worth getting a professional in to do that job if you can’t do it yourself, but I can help with getting choosing a craft business name.
Things to consider when choosing a company name:
- Check for the website domain– whatever you choose check to see if the website domain name is available for you to buy. Even if you are not ready for your own website now you may well be in the near future.
- Be descriptive – I think my own business name ‘U-Handbag’ is somewhat descriptive of what I do. I sell things to make handbags – hence the word ‘Handbag’ , and it is you making the handbag, and the bag is yours, and the bag is unique – hence the letter ‘U’.
- Keep it simple – a good name will be short, catchy, and trip off the tongue. A long name is a pain in the butt to write, looks bad on business stationary, and it makes for a hard to remember website name.
- How does it look – this might sound funny, but try writing down your business name choices and collaborate with your logo designer to see how your name looks on paper and importantly how it looks when incorporated with your logo.
- How does it sound – as well as looking good on paper your name should be pleasant to say and appealing to hear. This one is hard to define, but you know how some babies names just sound a bit off and some babies names sound lovely? Well it’s kind of the same for business names…
- How memorable is it – ask yourself and ask others how memorable is your business name. Does it strike a chord with people? Ask people what they feel/what images are conjured up/what judgments are they making when presented with your chosen business name choices. The more folks you can ask the better. This all might sound like a bit of a pain or it even might sound like overkill, but really if you are willing to make your beautiful craft into the early hours then a bit of time spent on doing this research isn’t going to hurt and it’s worth it.
- Careful with the comedy – when used appropriately comedy is great for sales and giving a positive image of a company, but used inappropriately it can make your company look unprofessional. Also things spelt like ‘bagz’ jelwz, etc. etc. etc. can look a bit tacky (IMHO).
- Using your own name – Some folks such as Amy Butler & Martha Stewart use their own names to name their company to great effect, but us mere mortals can’t do that because we don’t (yet) possess the strong brand identity that these 2 women names have. So if you name your business ‘Cathy’s Pottery’ (for example) the business name won’t necessarily be very memorable…
- Look around you – what town do yo work in, do you work on a converted factory, workshop, etc., what famous landmarks are nearby, is there a loved on in your family history that has a nice sounding name, is there a name of a craft technique or craft material that you use that you like the sound of? These are just a few things that might inspire a business name; just remember to keep things relevant.