What’s In a Company Name? Success or Failure.
Every business has a name, just like every child and every person. Those names carry weight and history into the world and offer meaning into who or what they are. For people, names have etymology, roots and historical context. For businesses, you don’t need that. We name businesses for their function, not a deeper meaning. One hangup that could be reducing your callbacks and clientele is the name they associate with your business. If you picked a wrong name, it’s not too late to change it - but if you stick with a bad name, even if it’s meaningful to you, it won’t be meaningful to the people who pay you to work.
Niche Naming
Before you start your business before you even start thinking about a name, you need to get your gear together, you need your skills, and you need a niche. You should know where you want to spend most of your time in the industry before you commit to opening your doors, digitally or otherwise, to clients. Choose a name that immediately highlights what you do, your specialty and the skillset that you have.
Avoid the Ego Trip
It’s a big boost to see your name referenced on a company page, in credits, as part of some accolades - everyone who gets into business for themselves needs to have at least a reasonable self-image of themselves as being great, but not everyone sees it that way. Don’t name your company after yourself. All the importance and gravity your name has to you is lost on strangers. Or worse, it’s been taken, and they’ll just look at you as the inferior, nubile owner of that name in the same market space.
Sell Your Expertise
A name should immediately communicate the skills you have that you are offering as the main solution for solving your client’s problems. Let’s say you are in a very broad niche. How do you stand out? You should highlight something which indicates that you are a subject matter expert in one or more aspects of the film and photo industry. Name your company off of your greatest strength, and if someone is looking for a company that can cover their greatest weakness that happens to match up, they’ll be likely to pick you first.
Know the Battle
Any name is getting tossed in the big, wide-open pool of SEO-driven content and sales generation, there’s no swimming against the tide. If your business is open, it’s open to competition. Check the names that already exist, and don’t try to be sneaky and steal one. Don’t leech off someone’s established success. Even if it brings in clients at first, once they figure it out, they’ll feel tricked. Stay unique and original, description without deception.
