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BROUGHT TO YOU BY WHAT’S IN A NAME? 7 Entrepreneurs Discuss the Key to Naming Their Businesses

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WHAT'S IN A NAME? SUCCEED BY STAPLES

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Page 1: SUCCEED BY STAPLES

BROUGHT TO YOU BY

WHAT’S IN A NAME? 7 Entrepreneurs Discuss the Key

to Naming Their Businesses

Page 2: SUCCEED BY STAPLES

What’s in a name?

At least, that’s how we feel as small

business owners jockeying for eyeballs

and customers in a 24/7 world. Our

quest to make more happen, every

day, reinforces who we are in the eyes

of our customers, but we connect with

them first through our names.

!

EVERYTHING.

Page 3: SUCCEED BY STAPLES

Here are seven SUCCEED

members’ stories of how

they named their own

companies and, as a result,

started making more happen

in their businesses, lives,

and communities.

!- The SUCCEED Group

Page 4: SUCCEED BY STAPLES

!Owner: Dyan deNapoli

Business: Penguin Expert, Speaker, & Author

It’s what aquarium visitors often called

me when they saw me in the exhibit

surrounded by 70 penguins. I didn’t

realize it at the time, but I had created

great branding with that name. And to

this day, people tell me they immediately

think of me whenever they see anything

to do with penguins—and they never

forget the name of my company.

I didn’t realize it atthe time, but I had

created great branding with that name.

“ “BUSINESS NAME:

The Penguin Lady

WHY IT WORKS

Page 5: SUCCEED BY STAPLES

!Owner: Jackie NagelBusiness: Start-up Strategy and Coaching

!

!It’s my approach to how I work with

small business entrepreneurs as a

business coach/strategist. I define

"synnovatia" as working together to

create something new or different. Synergy + Innovation = Synnovatia.

It’s my approach to how I work.

“ “SynnovatiaBUSINESS NAME:

WHY IT WORKS

Page 6: SUCCEED BY STAPLES

Owner: Nicholas RagoneBusiness: Investment Management

!Villicus is the Latin word for “steward.” I

chose this because I wanted my company

to represent my principles. In the financial

services industry, fraud and other illegal

activities have caused investors to lose

faith in Wall Street firms as well as the

stock market. I started my company [to]

show my clients that there are people who

take their responsibility to manage clients'

assets very seriously and ethically.

I wanted my company to represent my principles.“ “BUSINESS NAME:

Villicus Capital Group

WHY IT WORKS

Page 7: SUCCEED BY STAPLES

Owner: Mike GroomBusiness: On-Hold Messaging Services

!

One statistic about the on-hold industry

kept jumping out at me: It only takes 30

seconds for a caller to hang up if they're

waiting on-hold listening to dead air. I

thought that was a very significant

statistic, but I thought that 32 seconds

sounded more scientific...so, ON HOLD:

32 was born! Everyone asks me what the

32 stands for, which gives me a chance to

give my eight-second elevator pitch. And,

they never forget it after that.

Everyone asks me what the 32 stands for,

which gives me a chance to give my eight-second elevator pitch.

“ “ON HOLD: 32BUSINESS NAME:

WHY IT WORKS

Page 8: SUCCEED BY STAPLES

Owner: Sonia Harris

Business: Event Management and Advertising Services

!I wanted a flexible, domain-friendly name

that would include my married name but

also allow for an expansion of business

services or divisions. If I grew to become a corporation with many employees (plus admin, finance, and marketing

departments, etc.), the company name

would still be very applicable!

allow for an expansion of business services or divisions.

“ “BUSINESS NAME:

Harris Commerce

WHY IT WORKS

I wanted a flexible, domain-friendly name that would include my married name but also

Page 9: SUCCEED BY STAPLES

Owner: Lin SeelingBusiness: Antiques Dealer

!!!Many years ago, my aunt had a store

named The Attic. She carried antiques,

collectibles, gently used items, and even

some clothing. When I started doing

business as an antiques dealer…I wanted

to use that name, but someone in my area

beat me to it. It didn't take long to come

up with My Aunt’s Attic in her memory.

!

It didn't take long to come up with My Aunt’s Attic

in her memory.

“ “ My Aunt’s AtticBUSINESS NAME:

WHY IT WORKS

Page 10: SUCCEED BY STAPLES

I wanted a name that showed the strength of the people the agencies served.“ “

Owner: Alexandra Wisotsky

Business: Consulting Firm

!Kavod, the name of my consulting firm,

is the Hebrew word meaning, “honor." I

chose this name because I work with

non-profits serving refugees, immigrant

victims of gender-based violence, and

human trafficking. I wanted a name that

showed the strength of the people the

agencies served.

BUSINESS NAME:

Kavod

WHY IT WORKS

Page 11: SUCCEED BY STAPLES

1. Make it memorable. It's critical for you to stand apart from your competition, so try to create a name that is different from others in your industry. !2. Avoid long descriptions. Use the name to provide a quick glimpse into the company’s culture and personality, rather than describing exactly what you do. !3. Once you have a name in mind, check digital availability. Search any potential names in Google, and if there are no other large companies using that name already, check for URL and social media availability as well. !4. Make sure it can be claimed legally. If you intend to incorporate your business, you’ll need to contact your state filing office to check whether your intended business name has already been claimed. !5. Think about how your name will look and sound. You want a name that will look good as a logo, and be easy to spell and understand when someone first hears it. Don’t forget to say it out loud before you make your final decision. !

5 Quick Tips for NAMING YOUR SMALL BUSINESS

Sources: Inc.; The Guardian; SBA

Page 12: SUCCEED BY STAPLES

WHAT’S THE STORY BEHIND YOUR COMPANY’S NAME?

Share it(and your words of wisdom for your fellow small business professionals)

in our SUCCEED community.