subject: 6 Simple Steps To Naming Your Lifestyle Business by:Sarah Cooper [print this page] I started my lifestyle business, Cows From My Window, nearly two years ago and deciding what to call the wretched thing was definitely one of the hardest parts of the setting up process.
I obsessed over potential business names for the better part of a week. I'd wake up in the night to scribble down my latest crazy idea, and surf Wikipedia for hours analysing words or expressions for subtle layers of meaning. But everything I came up with seemed to have been thought of before.
Eventually, the right name just popped into my head - and I (pretty much) knew that was it.
"Simple" may be slightly optimistic, but I hope these 6 steps help you negotiate the naming minefield more smoothly than I did!
1. Don't be boring
This should be true for any business. But in my view, it's especially true for a lifestyle business.
As a lifestyle entrepreneur you have chosen to walk a more independent, individual and uncompromising path. Your business is set up to allow you to do exactly what you want, where you want and when you want.
So choose a name which reflects the unique personality of your business. Consider what motivated you to become a lifestyle entrepreneur for example.
2. Be relevant
I'm slightly torn here I admit. The likes of Apple and Orange have proven that a business name doesn't need to directly relate to its product or service to catch on.
On balance though, I think it's helpful if there is a direct association, rather than opting for difference for difference's sake. Can you allude to a benefit your customers will experience, or a feeling you'd like them to associate with your brand? My good friend Jasmine Keel has set up a company called INSPIRED, to provide life and career transition support to expatriate spouses in China. It's punchy, it's a bit different, and it perfectly describes the feeling she wants her clients to leave with.
3. Ask for feedback
It's a good idea to run your proposed name past selected friends or colleagues. Choose people who could conceivably be potential customers. There's no point asking your granddad for feedback on a name aimed to attract people in their twenties.
4. Ignore much of the feedback
Don't aim for 100% positive feedback. We all have different tastes and what appeals to one person might not appeal to others. A confused response is another matter - people should understand what you're getting at even if they don't relate to it.
As long as enough people like the name to give you confidence that you haven't taken total leave of your senses, chances are you've hit on a good one. (Don't worry either if the name doesn't feel like it quite fits you yet. Go with your instinct and give yourself time to grow into it.)
5. Quickly secure the website address
Check the name is available as a website address (domain name) - you can do this in seconds on a site like www.godaddy.com. It's much easier for people to find you online if the business name and domain name are the same.
If you've fallen in love with a name and it's taken, you may be able to fudge things by adding a short word; for example the country or town you operate from e.g. www.wineandcheeseuk.com
You don't need to purchase all the possible suffixes - .com (or .co.uk if you are based in the United Kingdom) are the most recognised.
If your preferred name is available, buy it straight away - most domain names are only USD 9.99 a year and imagine how you'd feel if someone beat you to it.
6. Consider registering the name as a trademark
If the name is going to be a significant part of your marketing efforts, it's probably a good idea to trademark it. You can potentially trademark the words, the logo or a combination of both.
The cost of applying for a UK trademark starts at 200. See www.ipo.gov.uk/types/tm.htm for details on eligibility and the application process.
About the author
Sarah helps mid-career professionals transition from the corporate world to self-employment "off the beaten path". Her clients' impetus for change is a desire to follow a passion, express their creativity or help people or society in some way - and at the same time to lead a richer, more family-friendly lifestyle. Kick start your new life by signing up to Sarah's FREE mini e-course 5 Keys to Finding Freedom By Doing What You Love at http://www.nomoredreadingmondays.com
welcome to Insurances.net (https://www.insurances.net)
