What’s In a Business Name? Everything?
Something I’ve been thinking about for quite a while is a business name. Ever since I started designing, developing and publishing my own sites, I’ve felt like I needed a name. Sure, I could simply go by “Deron Sizemore,” but a part of me feels like my design work and sites that I manage should be a part of a bigger entity. Plus, I just think it seems pretty cool to run my own “business” and be known as a business entity rather than a “guy doing some web stuff.”
Clients Take You More Seriously?
Although I don’t do much work for clients and try to stick to developing my own ideas, here lately it seems that the opportunity for client work has been arising more frequently. It seems that every time I turn around someone is inquiring about some sort of design or ExpressionEngine development work. Don’t get me wrong, I’m flattered that my work is looked at in such a positive way that people would like work with me, I just never set out initially to do work for anyone but myself. If I’m going to start considering more client work going forward, I’ll have to rethink my approach which I feel starts with a business name to operate under.
Abstract Names the Way to Go?
Everyone that runs a business and has faced the task of deciding on a business name has an opinion on what the best method. Is an abstract name the best way to go? A clean slate in which to carve your image. Or, is an informative name the best way to go? A name that describes exactly what you’re business is so that there is no guess work on the part of the consumer. Personally I’m drawn to the idea of an abstract business name. On one hand it seems like the easy way out. Just choose a name, any name for that matter and presto, you’re on your way with a new business name. Although it seems easier, I’m not sure it is. I could very easily just go with something like “Sizemore Design” and call it a day but I’m just not satisfied doing that.
Abstract but Not Too Abstract?
When I say “abstract” I’m not referring to a made up name, although that definitely falls into the abstract category. I think the name can be abstract but still has to use meaningful words and communicate at least on some level with your consumers. I think people relate with things that they can understand and choosing non-fabricated words will definitely help alleviate some confusion on the part of the consumer. Although I’m not much on the made up words, it could be a good conversation starter between you and the consumer about how you came to settle on your business name. To each their own, but I’d like to stick with meaningful words for my business name.
Here Are Some Business Names that I Really Like:
There are many more names I could have listed, but the above names are just a few that I picked out for the sake of this article. All of them use meaningful words that consumers can relate with. By simply looking at the name, it may not be immediately obvious what the business is or who they service, but all of the names are short, creative, catchy and easy to remember which if you ask me is the ingredients of a great business name in which to build an identity on.
How Did You Name Your Business?
Leave a comment with your thoughts on this topic and how you approached naming your business. There really is no right or wrong answer to naming a business, just personal preference. There are some very successful businesses out there with straightforward names that precisely describe what they do in the name. On the other hand, there are some successful businesses using completely abstract, made up names that may mean nothing to anyone except to the creator of the name.
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Comments
Another great article Deron.
I named my company Latham Communications when I started four years ago. In hindsight I wish I picked a more abstract name, one that didn’t use my last name, as it would allow me to sell the business should I wish to move or move into something else.
The good news is that I love what I’m doing and have no desire to sell the business.
I’ve had Solution63.com kicking around for a while - long story behind that name. If I ever get a chance to play a round of golf with you I’ll tell ya the story.
Looking forward to seeing some other comments. Keep up the good work.
Posted on Tue Jul 29, 2008
Hey, thanks for the mention! As a note, the company name is “b5media” (note to self, next time, when choosing a name, don’t choose one folk habitually mis-spell!).
As far a how we picked the name, it’s kinda embarrassing, and it’s a bit of trivia…
But the company was started by 5 bloggers. We wanted to build a “media network” (which at the time was purely sites that were joined together by a list of links in the sidebar). b5media.
Honestly. And that was the best name we could come up with.
Still, glad you like it 
These days we spend much more time on naming our brands (we have 3 launching in the next month), but we still like them short, sweet and a little cheeky.
Posted on Tue Jul 29, 2008
Renee: Yeah I read the story on your site about how you came up with your business name. It’s a very good name with a wonderful story behind it. Definitely a keeper.
Jeremy Latham: We think alike Jeremy. I chose randomjabber.com over deronsizemore.com for my blog name in case it ever came up that I would sell this blog. I figured it would be more likely to sell with a generic abstract name rather than my own. It’s not likely that would ever happen as I wouldn’t get much out of it and I don’t intend to sell it anyway, but at least that option is open. I definitely think the same is true for the business name that I choose (if I ever come up with one that I like). I would love to hear the story behind Solution63. Definitely look me up if you’re in the Central Kentucky area. I’m always up for golf.
Jeremy Wright: Thanks taking time out of your busy schedule to stop by my small part of the interweb! My apologies about getting your name wrong (fixed it). Yeah I definitely like the name and love the story behind it. Sounds like you may not like it as much as I do, but I think that’s common that we criticize out own work. I think others will always like your work more than you will… or in this case name.
Not sure if you’d be willing to share, but I’d love to do a follow up article to this one and feature how b5media goes about naming their brands. I think no matter if it’s a brand, business, or other name, it seems like the same process would go into deciding on one to go with and learning your strategy would be helpful for myself as well as the readers. I completely understand though if that’s something you’d rather not share.
Posted on Tue Jul 29, 2008
I agree that a name should actually mean something. Not just “Someone’s Last Name & Associates, Inc.”
Some people have actually told me I should get more plain & name my investment advisory firm “Woodford & Co” or some junk like that. I prefer Teewinot Asset Management, the defintion of the first word being “many peaks” or “many pinnacles”—exactly what I intend to create in the value of my clients’ wealth.
Solid post.. hope to meet you sometime here in good ole LEX.
Posted on Thu Jul 31, 2008
Buck: Thanks for stopping by! Always nice to hear from others in Lexington.
I agree with you, I would definitely keep the name Teewinot over something like “Woodford & Co.” I feel like the latter is old fashioned or something; it just doesn’t suit my eye. A business name like what you’ve come up with is exactly what I’m looking for. Something that is abstract but still has some sort of meaning behind it. How did you decide on “Teewinot?”
Posted on Fri Aug 1, 2008
wow, it’s a very very nice feeling to see my business name alongside such kick-ass companies! 
That really makes my day!
I was actually wondering if I should maybe change my business and simply go the ‘my own name’ route, but I guess I won’t now
Posted on Tue Aug 5, 2008
We considered several different names before we finally decided on Eightyone Design. (It all becomes clear in this post http://www.eightyonedesign.co.uk/blog/2008/06/how-easy-is-it-for-a-graphic-designer-to-brand-themselves/)
We eventually decided on Eightyone Design as it was the year both me and my partner were born and we thought it was short and snappy a well as slightly abstract. However it can get a little embarrassing when people asks why eightyone and we say it was the year we were born and we get looks of concern over our age and experience. This does lead to people talking about what they were doing in 1981, so can be a good ice breaker!
Posted on Tue Aug 5, 2008
If you decide to stick with personal projects then i think it’s totally up to you. But if you decide to get out there and get some work then i think you need to do some research (as you’re already doing). You need a catchy brand name and a logo. a logo that looks good in color and black n white. a name which is memorable, looks good in printed materials (cards, invoices etc) and stands out of the crowd (is that possible any more with zillions of logos?)
but hey, this is my first comment here although i have an eye on these pages for a while now and i think that u will get there
Posted on Sun Aug 10, 2008
Jon: Glad I was able to make your day! I really do like your company name although I don’t know what “spyre” actually is? Just a name you made up or does it actually have meaning? In my online searching I can’t find a meaning.
Lucinda: Prime example of what I was thinking about with an abstract name. It actually has some sort of meaning behind it and it definitely makes for good conversation between you and your clients. It’s funny you post here, because I was also born in ‘81 and before posting this article I actually had thought about some sort of play off of the year I was born. I think it’s a great name though and your logo and business card designs are wonderful! Thank you for sharing your story (and linking too it… nice read).
Gerasimos: I agree, personal projects are fine for sticking with a name but I think if I get out there and start accepting client work, I definitely need a good brand. Thanks for sharing your thoughts and I appreciate you stepping out from the shadows and leaving a comment. I checked out your site and actually found more than a few useful graphics and icons! Great stuff.
Posted on Sun Aug 10, 2008
@Deron: Yep, I just made the name up, I wanted to do stuff like ‘inSpyre’ and things like that, play with words a little, but never got around to do something with this.
Posted on Sun Aug 10, 2008
Jon: Ah, nice! “inSpyre” is a pretty good play on words. Now that I see what you were thinking when you came up with the name, I think you could potentially do a lot with it for sure.
Posted on Sun Aug 10, 2008
Deron.. the Teewinot story: me & 3 other guys climbed that mountain (it’s in the Teton range near Jackson Hole WY) in Sept 2005, right about the time i was starting my money management business. when i heard what the indian word meant, it really clicked with how my investment process works. was sold on the name immediately. it always gets questions, which is perfect ‘cause it’s an automatic opportunity to discuss my unique approach to trading/investing.
Posted on Mon Aug 11, 2008
Buck: That’s a great story! If I were you I’d definitely hang on to that name. Thanks for sharing.
Posted on Mon Aug 11, 2008
Hello folks,
Strange but I just acquired what I thought was a great name but after hearing a reaction of a few friends I am not really sure where to go wit it or even build anything on it. I think that most ‘web based or related’ business are in the same corner where really domain name availability dictates your business name vs. other business who can approach the path from opposite direction; since they are not web based on ‘web traffic and discovery’ and really just need ‘web presence’.
Seems like a catch 22....using YourName.com is almost guarantee to have a domain available but feels a bit rooted and one dimensional while CleverWordsPlay.com is bound to be misspelled and get reactions of “a what dot com?”
Perhaps sleep with the thesaurus and dictionary under our pillows?
Posted on Fri Aug 22, 2008
Lebisol: Heavy thesaurus use is definitely a good start, especially when trying to come up with a domain name! I’ve ran into what you describe too many times to count. I’ve had a couple business name ideas that I thought were solid but the domain name was already taken by squatters, or what I assume are squatters.
Posted on Fri Aug 22, 2008
I think you are accurate in stating everything is in a name. Businesses need a name that customers can easily remember, are relevant to products or services, & that stand out. The same goes for any internet marketing one partakes in. If you write an article you need a catchy title or no one will click it’s that simple!
Posted on Sat Sep 6, 2008
My “buisness” name was actually for another website/idea I had, so I registered the domain(hideNsneek) then sat on the idea for two years.
I later decided to start a Celebrity News Blog, and wanted to use the URL I had been paying for for months. So now my blog name doesnt make much sense? oh, well
Posted on Mon Sep 15, 2008
Sarah: That’s very true! Although my blogging has slowed as of late because of other projects, I’ve always thought that was something I could improve on; writing article titles that stand out. I’ve never felt like any titles I’ve wrote had that catchy attribute to entice visitors to want to click. I guess “everything being in a name” can actually pertain to other things rather then just a business name and they’re always important.
Thanks for stopping by!
Stanley: I feel that a name doesn’t necessarily have to make sense. Having a name like hideNsneek is interesting in itself and should get people talking, and that’s what you want. I would guess that people would wonder what in the world “hideNsneek” is and to feed their curiosity, will click into your site.
Posted on Tue Sep 23, 2008
I started my company last year and called it Orangedot Technologies.
The name just came when I was driving to a restaurant for supper, nothing to do with orange.
I just wanted something easy to remember and cute. It’s a bit difficult when saying the URL, like orangedot dot com dot my........ people get confused at the 2 DOTS part but a few clients has expressed that the name is nice, some say cute. :D Some found it convenient to call it just.......ORANGE.
Posted on Mon Sep 29, 2008
goldfries: I like the name a lot actually. See, that’s kinda what I’m looking for, should I start a business on the side. The name itself doesn’t have to really pertain to anything, just be easy to remember and catchy. Orangedot is definitely catchy. I can see how the double dots in the domain name could get confusing, but that’s just another opportunity to talk about your business and tell the story of how you came about that name.
Posted on Mon Sep 29, 2008
Yup! that’s the idea. In case I wish to go into other ventures, I could carry the name Orangedot and change it to properties or insurance or whatever that niche is.
I guess it’s easy to remember due to the words Orange being a color, or fruit
and Dot being ....... a dot? :D
3 of the names you listed is rather problematic when it comes to remembering
# 37Signals
# b5media
# 31Three
People could remember ‘signals’, ‘media’ or ‘three’ but the 37, b5 and 31 has quite a high chance of being lost or at least mixed up.
31Three is probably the most confusing among the lot, imagine this - “visit my website at thirty-one-three, or three-one-three dot com”? to have to explain that the first 2 are in numeric while the third one is in alphabet.
With websites, it’s an even more daunting task to find a name. The daunting part is to find a name that also has a domain name that’s available. And it had to be available based on the extension you intent to have.
For me,orangedot.com was not available but fortunately I orangedot.com.my was free for the taking, and it works just the same but with a localized feel.
Posted on Mon Sep 29, 2008
goldfries: Yeah that’s true, 31three could potentially be confusing for a user. I guess I didn’t look at it like that when posting the article, but at any rate I still find it catchy.
I actually thought of (or thought that I thought of) a good name the other night, but, surprise, surprise, the .com was taken. Drives me nuts when people squat on domains.
Posted on Mon Sep 29, 2008
I recently changed my company name to Donstudio formerly Deprowebs, I had a lot of thing in mind when making this important renaming, but my focus was to have a simple and easy to remember name, something very easy. Donstudio is a 2 word name, Don is from Spanish, and means Mister, so when i say donstudio it’s just like saying MisterStudio, it’s not complicated, it’s not hard to remember and write or pronounce, but it’s one word from Spanish and one word in English.
I consider that picking a name could be a hard task, mainly beacuse people would know you and your work by the name of your business, so it should be name that represent clearly what you do, or a very easy to say and write name in case it’s abstract.
I personally like simple names, but, abstract names could be something brand able indeed, i consider the key for a great name is to make it simple, either way.
Good luck on your name decision.
Posted on Wed Mar 25, 2009
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My name is Deron Sizemore and I am a web designer, web publisher, blogger and serial internet entrepreneur living in Lexington, Kentucky.
My business name (Ribbons of Red) came from the title of a song my grandma used to sing when I was a kid. The website was made in her memory so I found it only fitting to pick a name that had something to do with her.
Posted on Tue Jul 29, 2008