Choosing a Business Name 101

[Bebe Falcon]

While browsing through the forums, I see from a few signatures that many BBers are self-employed. But how the heck did you finally decide on a name for your business?! In the case of boarding barns, perhaps it's a little easier, as you're able to integrate local landmarks ("Drumlin Ranch") somehow.

While products being sold ARE horse-related, my name can't reflect that as it suddenly narrows potential client base. Anyone interested in anything unrelated to horses isn't going to bother checking us out.

Unfortunately, my TOP choice is difficult to remember AND pronounce - even for me! However, it has a double meaning for me (and anyone else familiar with evolution, haha) and I love it for this reason alone, as I feel it gives the company a direction while also describing what we do.

Can anyone offer any success stories where they named a business or dealt with a company with an unusual (but rather unique) name? For those interested, I've posted my top two choices. As I trust you all implicitly, I'd greatly appreciate your wisdom in this matter ;)

(I should add, my final business name will be further customized and/or added-to in order to avoid duplicating one already in use, so that's of no concern here.)

[Hazelnut]

What is the business?
You could use the name you like with a descriptor underneath.

XXX
fine equestrain apparel

[equineartworks]

A tough one...Mine was pretty self explanatory...

The Equine Art Works

Why? I've been drawing and painting horses since I was born :lol: My development company is just my name. In 20+ years of marketing this is what I've learned:

Don't be cute...cute names can be the kiss of death, no one takes you seriously.

Don't be too narrow (like you mention) or you'll find yourself specializing

Be sure it is a name/word etc that the world knows and can spell. I had gallery space named Atelier 1912. Artists know that Atelier is French for Studio...no one else did. I won't get into the whole spelling issue :eek:

Use your business plan to visualize your business name long term. So many clients come to me and say "It's fine for now, I'm just starting out". The problem with that is that you need to have your work associated with your business identity. Unless you really want a change, stick with something that can grow with you. Case in point...I'm working with a long term client who is a photographer, when she started out she was only taking maternity and newborns and has a VERY baby oriented business name. Now nearly 10 years later with the onset of the "momtographer" she has had to branch out and find a new client focus to stay competitive. That baby name really turns people off though...she's bumming!

I have PILES of horror stories, but I don't want to scare you :lol:

[ReSomething]

Professionals just about always use their names, unless it is "medical group" or some such, so they have it easy. Sales and services are a lot harder. DH combined his initials and the product name, an exmple would be "AB livestock" but that name is no good now since he has mostly gotten out of it.

I voted for Artcetera, even though I like Artipelago better - lots more people will understand the concept of etcetera. "Art and more" so to speak, also gives you expansion/direction change capability. I just envision narrowing your customer base with the more complex name.

[tangledweb]

I think you skipped an important step in business naming this century. Both those domain names are taken (although artcetera.com seems to be for sale).

Even if you don't want to do much internet stuff at the moment, you want to get a domain that matches your new business name for email addresses and for potential future use.

If you want a clever spelling, I think you have to keep it short. If you embellish one of those to northwestartipelago.com or whatever, then I think spelling it to 20 people a day will drive you nuts.

[Blugal]

I found both of those hard to read/say the first time. Something to think about! If you're really stuck on one, then I'd suggest making your logo specially (with fonts or something) that makes it easier to pronounce (e.g. make the "Art" part bigger and a different font, so the syllables separate themselves).

[Valentina_32926]

I found both of those hard to read/say the first time. Something to think about! If you're really stuck on one, then I'd suggest making your logo specially (with fonts or something) that makes it easier to pronounce (e.g. make the "Art" part bigger and a different font, so the syllables separate themselves).

Agreed - I would not remember or be able to spell either name, and that's a LOT especially if you don't use the service often.

[Bebe Falcon]

I found both of those hard to read/say the first time.

Well, THAT's not good news :no: Thanks for the honesty, though! And I do agree... I was so hung-up on that name and didn't want to think about the implications of it being difficult to spell or say. It seems like one of those words that you'll get the hang of after you've said it once or twice, but it just doesn't seem to like to roll off the tongue that easily!

My husband will be pleased that the top choice is out of the running. He's getting sick and tired of hearing me ask, "How do you pronounce it, again?" :lol:

[twofatponies]

I like Art-cetera - I agree about using fonts to separate out the ART part (ARTcetera) so it's easier to read).

[pines4equines]

I agree with the poster that said keep it simple. If you do any word of mouth business and your business name is too hard to remember, say, etc. then you limit yourself. Also I wouldn't worry about naming your business horse something. The horse market is HUGE. You can always do:

ART-cetera and then the horse side is HORSE-cetera.

So you'd have a division and that works perfectly for a web site.

I've been in business almost 19 years and I came up with my name way back when. It was a temporary name but it just stuck. Horse Hollow Press.

Good luck!

[AilleXWest]

How my mom did my farm name was she just added West to my dad's farm name since we are like 3000 miles west of it! LOL

But when I was looking for a name last month for my Brown Bag Party's business/web site frends said I should name if after the new puppy in my life and then I thought since you can get a toy chest if you have a party GypsysToyChest.com

Can you find something in your life that you could use part of that would work? Maybe use the "Art" and add your horses name?

[Karma]

I wanted to link my business name with horses somehow, but not limit it, since mine is occupational therapy including hippotherapy. I loved the mythic following of Epona and found one connection with her and horses and healing- hey that fit perfectly- hence Epona Therapy Services was born.

For your names I agree with others who said choose something meaningful, easy to say, spell and remember and something that clues the consumer into what you provide or sell.