- Descriptive (Premier Sandwiches)
- Owner-named (Dave’s Sandwiches)
- Multiple owner-named (Johnson Hobson Wilson Potato Peeler)
- Pointless initials (DS Ltd.)
- Irrelevant but memorable (Orange, as in the mobile phone company)
If you wish to portray a solid but unremarkable image, the
descriptive approach may be justified. However, it is worth noting that
inventive branding has permeated almost every product category these
days, so you should be as brave as you can be.
The second option (ie owner-named) may be relevant if you have a
reputation from a past life and it will be helpful for past clients to
know that it’s your business. In the case of Dave’s Sandwiches, this is unlikely, but if you are a prominent expert in a specific field, it may be relevant.
Multiple owner-named business names are unwieldy and hard to
remember. As a start-up this is unlikely to be an issue, but if you are
going into business with several partners consider the pitfalls of
choosing a long-winded name just to satisfy the founding partners’ egos.
It may not benefit the business, so resist this route if possible
because it usually just leads to hoots of derision.
Option four, pointless initials, is also highly undesirable. A quick
glance at the phone book reveals thousands of these acronyms. Initials
say nothing about you and are unremarkable, so resist using them.
The last option, irrelevant but memorable, can be fun if done well.
For example, if you work in a fairly dry sector, the use of a fun,
lively name might make your business more memorable. All of this is of
course a matter or personal taste, but usually it really is worth
dreaming up a distinctive, memorable name for your business.
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