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Tune That Name!

Written by
Paul Hassing

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02
Nov

What’s in a business name?

More than you may think.

Here’s another post where we share our histories for common benefit.

Today we’re talking business names.

The object of this game is to learn how and why we named our businesses.

And whether these names have done all they should.

I’ll go first, then hand over to you.

Foundation & Empire

I got nicknamed Feisty for being inordinately enthusiastic about everything.

As I tired of 9 to 5 in Corporate Land, I fantasised about running my own show with my own rules.

One such rule was to call my business whatever the hell I wanted.

So it was with great pleasure that I registered The Feisty Empire on 8 July 1999.

I had no fears it had already been taken.

Nor that anyone would steal it.

In choosing my name, I embraced Feisty to symbolically kill off the Paul who was so miserable doing human resources work in automotive factories.

I added Empire to:

Honour my classical education.
Have little, inside, sole-trader jokes with myself.
Give me a name I could grow into.

These puerile, self-indulgent motivations offered nothing to prospective clients.

Nor did my first logo:

Oh dear …

Ho Hum

Exposed to the chill winds of commerce, I quickly discovered my name and logo were … unhelpful.

Adam kindly sorted out my logo and added the brilliant Fighting Words tagline. Now my brand actually meant something to someone other than me. And so I pressed on.

The frisson I thought I’d feel at crusty accountants writing huge cheques to a firm with a funny name didn’t eventuate.

There were no huge cheques.

Instead, there were tiny jobs which took years to grow into loyal clients.

In setting up shop, I never realised I was swapping one boss for dozens. Nor that these bosses had more power and were more demanding than any I’d ever encountered.

They were, of course, my clients.

Too Late?

Having asked trusted advisors about my business name, I now realise many people find it ludicrous, aggressive, unprofessional or all three.

I strongly suspect this has cost me a great deal of revenue.

Yet, after 11 years of incessant promotion, I feel my brand and I have too much history to part ways.

I’ve tinkered with ‘normal’ names, but never with enthusiasm.

And each time that one-in-a-hundred client says, ‘I LOVE your business name!’ I think I am on the right track after all.

My services are very special, and so are my clients. So why not my name?

I could argue that anyone who doesn’t like it doesn’t deserve me.

But I’ve learnt the (very) hard way to discard such a dangerous, costly view.

So, I guess I’m succeeding despite my name. Earning repeat business from my skills and ethics.

Would I do it again? I don’t think so: not knowing what I do now.

Then again, if I knew then what I know now about business, I’d still be rotting and fretting in my old day job (if it still existed).

How about YOU?

What’s in your business name?
How did you choose it?
How has it helped?
How has it hindered?
Would you choose it again?

Gather round.

It’s time to play … Tune That Name!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

brand, business, business name, client feedback, feedback, logo, marketing, reputation, starting a business

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What others are saying

Author

Naomi from MYOB

November 2, 2010 at 9:33 am

Thanks for sharing your insights into this topic Paul – great post!
I love your business name!

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Author

Paul Hassing

November 2, 2010 at 9:35 am

Thank you, Naomi. You are most kind. I now have the strength to go another day!

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Leah Klugt

November 2, 2010 at 9:40 am

# Have little, inside, sole-trader jokes with myself.

^The above made me laugh, alot. So did your previous logo.

Great post Paul! Actually quite timely for me (but I didn’t just tell you that).

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Paul Hassing

November 2, 2010 at 9:42 am

Thanks heaps, Leah. I aim to please. And laughter is a great metric.

The logo is Fluffy, the Farting Biting Cat. You can read Fluffy’s back story here.

Now. What about YOUR business name? Will you tell us how it came to be?

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Author

Joanna Maxwell

November 2, 2010 at 10:00 am

Great post – funny too, as I am on the edge of launching a new product and have been AGONISING over the name. It does matter, and your post has given me renewed determination to tussle with it til I get it right! Thanks again for a great read, Paul.

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Helen Robinett

November 2, 2010 at 10:00 am

Oh Paul, I just can’t imagine any other business name for you. Leave it! please? my business name is Image Quest. I wanted something that ranked high on search engines when people came looking for an image professional and I was on a Quest to change the world and help people with their visual communication. Now I understand that the business is me and most of them come via referral or hearing me speak. They don’t give a stuff what my business name is. Interesting.

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Leah Klugt

November 2, 2010 at 10:03 am

I dont know that I like Fluffy – he scares me. Oh DEAR what goes on in that mind..!

Stay tuned for the meaning behind my business name!

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Paul Hassing

November 2, 2010 at 10:08 am

Wow! The stars are really coming out today.

Thank you, Joanna. Exciting times for you. Why not give us the brief and we’ll come up with 512 suggestions for you?!

Thanks, Helen, you are so ace. I never knew the back story to your name. It makes such good sense. I really appreciate you sharing.

Sorry to have given you a fright, Leah. Here’s Fluffy in a more reflective mood.

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Author

Sarah Mitchell

November 2, 2010 at 10:10 am

Hi Paul,

My business name is called Global Copywriting. The main reason I chose it was because I could get the domain name for it. Still, I wanted something to reflect my international experience. It didn’t hurt that, as a sole trader, the name might sound a bit bigger than a one-man band. I also wanted my business name to reflect what my business is about: copywriting.

I’ve been really happy with it especially after the wonderful Ryan Briggs (http://www.ryanbriggs.com.au) sorted me out with a logo that matched my company name. (You can never go wrong enlisting the help of a talented designer. That’s always money well spent.)

My big problem is a lot of people don’t know what a copywriter does. I get a lot of requests for trademark and copyrighting work. I’ve been introduced at networking events as an expert on intellectual property (Oh brother!). The flip side is when someone does know where a copywriter fits, my name makes perfect sense and I get a fair bit of unsolicited phone calls. (Thank you, Google)

In retrospect, I’d be interested to know the right way to go about picking a company name. Any experts out there?

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Author

Paul Hassing

November 2, 2010 at 10:10 am

And yes, Leah; please do give us your name story when you feel ready.

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Leah Klugt

November 2, 2010 at 10:10 am

You DIDNT! LOL haha TSHIRTS!

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Paul Hassing

November 2, 2010 at 10:12 am

Another generous share. Thank you, Sarah! This is fascinating.

I need to slip up to the shops for a sec. Please talk among yourselves. I’ll respond to all comments on my return.

Guess the Melbourne Cup doesn’t stop THIS nation of entrepreneurs!

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Author

Luke Arms

November 2, 2010 at 10:22 am

Great post. And please, keep your name … it’s awesome

I agree that your name, like every other aspect of your brand, should be special and form part of attracting the clientele you want.

My business name is “one fine day photography”. Naming it took forever, but I like that it conveys ideas like “happy”, “warm”, “real life”, “relaxed”. I tried to reinforce those ideas with the logo. Later on, I added “say no to cheese” as a tag line, to add humour and gently separate me from the masses of naff photographers out there. I can’t tell you how many clients choose me after laughing at that line! I’m sure a great many others are offended by it. But I’m happy not to book them

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Hampers

November 2, 2010 at 10:38 am

A biz name should be what you type into a search engine

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Author

Bambi

November 2, 2010 at 11:08 am

Oh dear. You have hit upon a particular pet subject of mine here Paul. With a first name like mine I am very aware of the perception of personality that a person’s name conveys. And that of course is a great lesson in branding generally.

Our business name should have resonance with the core ‘culture’ of our business (which in the case of a solo or micro business is often the personality, beliefs and values of the owner). But it also needs to resonate with our target market. I suspect that some of the folk who “didn’t get” your name where also not the type of folk who would make up you preferred customer base. Your name would have helped you identify the right kind of people to work with.

As well as having resonance and resonating with customers, it is important that the name forms the foundation of your brand – and that can sometimes mean being consistent with what is expected in the industry or deliberately positioning your business to be at conflict with the norm. So – the accountant who doesn’t go for a formal corporate sounding business name but one that goes for something wild and whacky. (It takes courage – but it can be done and really help define a unique market position).

And your name should have a story behind it. Not everyone will ask. But a lot will. It will help you to be top of mind and be recalled when they go looking for you.

Having a functional descriptive name (e.g. Accounting Services Are Us) doesn’t cut through the clutter. It doesn’t work as an advertisement for you. And when people do type into google “accounting services” they find all of your competitors before they find you.

If your SEO is done well, you can be found under ‘marketing for small business’ with a name like The Woo. And the chances are if you have met me you will remember Woo…and find me anyway.

I got half way through a mini book on business naming and you have now inspired me to go back and finish it…

In the meantime, thanks Paul. Sorry for the length of this comment….but you got me started!

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Author

Paul Hassing

November 2, 2010 at 12:13 pm

What a brilliant constellation of comments I’ve come back to! Let’s see …

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Author

Paul Hassing

November 2, 2010 at 12:17 pm

Thanks for the vote of confidence, Luke. That means a lot to me.

I like your name too. It reminds me of the film of the same name. Which is very positive in my book.

And checking out your blog posts this year, it looks like your clients have extremely fine days indeed.

There’s a lot to be said for ‘deselecting’ prospective clients who don’t share one’s mindset. Of course, when starting out, you’re tempted to grab at any job that moves. But that is NOT the path to happiness or prosperity.

Far better to hang with folk you really dig, and give those happy few your very best work.

Really appreciate your comment, Mate. Thanks again!

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Author

Paul Hassing

November 2, 2010 at 12:19 pm

Thank you, Hampers, for your concise view. I Googled “hampers” and, sure enough, you were right there on Page 1. Very impressive!

“Larks’ tongues in aspic” saw you take a hit, but I get your drift. Best regards, P.

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Paul Hassing

November 2, 2010 at 12:32 pm

And YOU, Bambi! What a comment! You are a blogger’s dream.

I really enjoyed your treatise, which shows you have an awful lot upstairs.

At first I thought you were diametrically opposed to Hampers’ view. But it now seems that, if you’re savvy enough, you can have your jellied eels AND your Page 1 Google ranking.

Please don’t EVER apologise for such a fine contribution again. Comments like yours are the life blood of this forum.

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Adam Finlay

November 2, 2010 at 1:18 pm

Thanks for the mention in dispatches Paul. I think your name is so ‘you’ that it’s hard to conceive otherwise. I also think, the mass power of Google notwithstanding, that it’s all about the small, personal niche one inhabits these days. Do you really want all the people who Google ‘copywriter’ as clients? And indeed, do they really want your high-end services. Yet the recommendation, ‘Google the Feisty Empire’ will surely find you and no other.

Your logo seems to be standing the test of time, too. The font (rather a Doric column theme) and sun motif (the sun never sets on the Empire) were easy. And ‘Fighting Words’ works on multiple levels (robust Empire, aggressively good writing, recognisable phrase). So that was easy too, though I admit to a facility with tag lines. I think the package works for you. For whom else should it toll?

Highly entertaining post, as ever. Thanks!

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Author

Paul Hassing

November 2, 2010 at 1:54 pm

The honour is all mine, Adam. Thanks very much for giving us your rationale. You certainly did what I could not.

I do want a small cadre of elite clients. If they ain’t elite already, they will be when I’m finished with ‘em!

It was great to read the reasoning behind your decisions. I love my logo and tagline and I’ll always remember who did them. Best regards, P.

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Author

Secret Secretary

November 2, 2010 at 6:59 pm

luv the blog & your name! I’m just starting out in this Virtual World, my answers are below:

What’s in your business name?
It’s a Secret…just kiddin’ I wanted to remain anon to keep a bit of mystery until you register an interest or become a client. Mostly because if you (the client) need assistance in your own business you don’t necessarily want anyone to know that you don’t do it all yourself, hence the idea was started.

How did you choose it?
It took me a long time, but once I’d gotten great advice from other sole traders, I knew it was right.

How has it helped?
Not too sure yet, as I’m still completing copy for my FB and Website, so haven’t started a full on push for business, and I still have my ‘other day job’ …

How has it hindered?
Hasn’t yet.

Would you choose it again?
Not sure, it seems if you put it into Google, a lot of dodgy sites come up too if you know what I mean…lol! oh well never mind, maybe I could branch out!!

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Paul Hassing

November 2, 2010 at 7:25 pm

Thank you, Secret Secretary. I’m having trouble with your URL. Does it work at your end? Best regards, P.

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Author

Malcolm Owens

November 2, 2010 at 7:28 pm

Hi Paul,

I like the cat! But what would I know, I launched a brand of chips with a beaver on it….that’s for another time.

However you were right to ditch it. The name is great, fighting words even better.

The name, logo and positioning are unique and memorable – what else is there!

Who’s going to remember ‘Professional Writing Services’ or ‘Dynamic words’ or Write on for business’.

No one, that’s who.

Stand out, be noticed and be true to yourself!

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Author

Secret Secretary

November 2, 2010 at 7:46 pm

oops! sorry I had one too many ‘s’s in it lol!

try again, bear in mind it’s not complete yet though. Thanks Paul

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Author

Winston Marsh

November 2, 2010 at 8:42 pm

Got the Melbourne Cup quinella in today and will retire forthwith. Well no, not quite that big a dividend!

Names, names, names. Bah! Humbug!

Never seen anyone do business with someone coz they liked their name. Which came first McDonalds or great burgers?

So get the product right, tell your story and people will find you… and if they like what they find they will keep on coming back and bring their friends with them.

By all means make it easy for people to find you, google you, know what you do with a great descriptive name. However I reckon “Paul Hassing, Great Writer” would have done the job as well as anything else so long as Paul promoted his talents.

I love something one of my favourite authors says… “Show me a person who earnestly and enthusiastically tells their story to 4 *of the right people every day and I’ll show you a very successful person! (* I added those qualifying words.)

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Paul Hassing

November 2, 2010 at 9:14 pm

Thank you, Malcolm and Winston, for completing a signal day of leading lights.

I cannot top your wisdom.

With best regards and sincere thanks to you and all of today’s talented players.

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Paul Hassing

November 2, 2010 at 9:22 pm

http://sethgodin.typepad.com/seths_blog/2010/11/how-can-you-do-it.html

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Paul Hassing

November 3, 2010 at 11:40 am

Here’s a firm that seems to hit the sweet spot between utility and individuality:

http://www.whiteladyfunerals.com.au/en.aspx

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Author

World of EMPIRE

November 3, 2010 at 12:25 pm

Hey Paul,

We found you on Twitter and appreciate sending us this link. Of course, we think your name is just fine as it is. We’re sort of attached to the whole EMPIRE theme ourselves.

You’ve got some great articles here. We might just have to hang around awhile.

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Paul Hassing

November 3, 2010 at 12:28 pm

Thank you very much for saying so. I was hoping you’d drop by. Your site looks amazing. Big thanks to Sarah for the heads up. Best regards, P.

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Sonia

November 3, 2010 at 9:22 pm

A little late to step up to the plate, but there’s been just a ton of stuff going on in my world this week. Apparently there was a horse race too?

Anyway, a lot of our franchisees say that they were attracted to our name as a reason to join our group. It’s nice to be in IT with a name that doesn’t include Geek or Nerd, and doesn’t try to pay homage to our own individual names or egos. Saying that, Computer Troubleshooters does restrict people’s perceptions of us sometimes, so we’re conscious of promoting the range of IT services that we provide that aren’t ‘troubleshooting’.

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Paul Hassing

November 4, 2010 at 7:31 am

Never too late for you, Sonia. Glad you could make it.

And very glad to know the reasoning behind your name.

The collection of stories to which you’ve kindly contributed has given me a much better understanding of names. So thanks heaps!

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Stephen Hamilton

November 10, 2010 at 12:04 pm

I agree with Winston: get the product right, and the business name will become synonymous with greatness (although I’m not too sure about MacDonalds burgers, Winston!).

Having said that Paul, I love your business name. Mediocre it ain’t!

I chose the business name ‘mettlepress’ as it combined two words I thought represented what I wanted to do. Mettle = courage; Press = publishing tool. mettlepress = courageous (web) publishing.

It’s a bit obscure, I guess, but I like it.

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Paul Hassing

November 10, 2010 at 12:06 pm

Thank you, Stephen. You say the best things!

I like your name a lot. And your website ain’t too shabby either.

I hope it does great things for you.

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Leah Klugt

December 14, 2010 at 10:10 am

Can I FINALLY release that while Paul had no idea I was in the middle of a business rename and rebrand, he still wrote this excellent article?

During the last 2 months after deciding I wanted to give my business (at the time Inkblot Design Studio) an overhaul, I have been a busy little beaver.

Inkblot is now “The Golden Goose Design Studio” (I say with MUCH pride).

Thanks so much for the timely article, Paul!

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Paul Hassing

December 14, 2010 at 10:17 am

Yay! That is such cool news, Leah! I hope we can convince you to tell us ALL about the process in a guest post soon. I’d love to know how it all came about.

Thanks very much for dropping by with the perfect bookend to our discussion. All power to you and your new identity!

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Leah Klugt

December 14, 2010 at 11:04 am

Don’t mind being the bookend! It was a long time coming but so pleased with the final product

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Paul Hassing

January 16, 2012 at 8:48 am

An interesting perspective on the long-term cost and value of a name:

http://theage.drive.com.au/motor-news/opel-to-reap-astra-windfall-20120113-1pybb.html

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