Choosing A Name For Your Design Business - RD187

Are you having trouble choosing a name for your design business? [sc name="pod_ad"]How much trouble are you having choosing a name for your design business? Do you already have a name picked out or are you wracking your brain thinking up and then discarding dozens of names hoping to find one that suits you?

One of the hardest decisions entrepreneurs face is choosing a name for their business.

In a previous episode of Resourceful Designer, I talked about the pros and cons of using your name as your business name compared to using a unique made-up name. Consider this episode a sequel to that one.

Why choosing the right business name is important. Why is the name you choose for your design business so important? It’s important because word of mouth is and always will be a design company’s most lucrative avenue for acquiring new clients. Ask any home-based or freelance designer, and they’ll tell you that the bulk of their work comes from word of mouth referrals.

Therefore, choosing a good, memorable name could help propel your company by making it easier for clients to spread the word about your services. Whereas, if you choose a poor, hard to remember name, you could impede your company’s growth.

Imagine someone asking a friend about web design.

– "Do you know where I can get a website made?"

– "Yes, I heard of this place called 'The Web Design Studio,' you could try there."


– "Do you know where I can get a website made?"

– "Yes, I heard of this place called... 'Stellarific Web Design'? or maybe it was 'Synergific Web Design'? 'Stunningific'... I don’t know, it started with an S and had 'ific' at the end of the name. Sorry I can't be more helpful."

Yes, your business name matters.

A process for choosing a name for your design business Make the process of choosing a name for your design business easy on you by starting with a procedure you should be familiar with.

Chances are every design project you start begins with a design brief. It might be a multi-page document with a detailed analysis of what the design project needs to accomplish. Or it might be a 5-minute conversation where a client briefly explains what they are looking for. Either way, you have a brief to work from to create your designs.

Use the same method for choosing your business name. Create a naming brief. Ask yourself some standard brief questions to help guide you in choosing a name.

1) Who is your target audience? If you are targeting a niche, it might make sense to choose a name for your business that fits in well with that niche.

If you are targetting small to medium size law offices, then a name such as Rock On Designs may not be suitable. However, if your target market is people in the music industry, then Rock On Designs may be a perfect fit. If you plan on targetting a niche, you may want to consider a name that suits that niche.

For example, Craig Burton's design company is called School Branding Matters. Can you guess who his target market is?

2) Descriptive or Abstract? Do you want a descriptive name, something with meaning like Reliable Design Services? Or do you want something more abstract like Peacock Creative Agency?

3) Real or Made Up Words? Do you want a business name that uses real words like Solid Core Creative? Or do you want to create a new word like Ryjo Design Services?

Rember that word of mouth is a key source of new design clients. If you create new words, make sure they’re short, easy to remember and easy to pronounce.

Be careful with the fad of dropping vowels from words. It may be cute and the "In thing," but it could also confuse your target market. How many times do you think Chris Do has to say, “That’s 'The Futur' without an “e” at the end.” I’m sure that can become tedious very fast.

There are no right or wrong names for your business. Names are subjective, just like designs are. What one person likes another won’t. Make sure you choose a name that feels right for you and the design market you are targetting.

Criteria for choosing a name. Here are some criteria you can use to determine a name's effectiveness. Create a grid with potential names listed on the left and these criteria listed along the top. Then assign a score of 1 to 5 under each criteria for each of the names. Once done, add up the scores for each name, and the one with the highest score is probably the best choice for your design business.

Assign a score from 1 to 5 for each of the following criteria.

Distinctiveness (How distinct is the name? Ex. Joe’s Design Studio probably ranks a 1 or 2, whereas Joe’s Emporium of Creativity ranks a 4 or 5) Emotional Impact (What emotional impression does it give clients? Joe's Design Studio doesn't enlist much of an emotional response, but Amazing Creations Design Studio does.) Clarity (Do people know what the business does just by hearing the name?) Pronounceable...
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