Somehow I had the idea that this task was THE most important thing I could do and I allowed it to stop me from moving forward with anything else until I h a d p i c k e d o u t what I thought was the P E R F E C T name. Talk about self-created stress!!
From this vantage point, the process of getting things rolling took me 3 weeks longer than I needed as I let it all hinge upon the big name choice. In the end, the name I picked was one which described my services and was a mix of two concepts, business and pal.
Shortened to BizPal, or The BizPal Company. I wanted my name to be a more friendly version than the formal and, in the eyes of some small business owners, stuffy and expensive sounding, Consulting practice. I wanted to be thought of more as a friendly advisor who helped business be accountable, like a buddy or pal would.
Sounds like it was easy to arrive at but it was not. After trying out lots of different names on people whom I knew in the business world, I enlisted a focus group of associates to help me come up with a name.
During the session, the group wanted to have me clearly identify my services before they would commit to a name. Made sense, but in practice, I was not ready as I had not defined my core competencies at the time of the focus group. I couldn’t describe what I planned to do for other businesses in one sentence!! Eye opening…
Going into the focus group, I had some grand ideas about what the name and the tag line should be; but they were buzz with no substance. Some of the contenders were Main Street BizWorks, Business Basics, and BizWorks. In the end, the focus group did come up with a name, Business Smarts, but when I mulled it over;I was still not convinced that this was THE NAME.
My business name came to me while having breakfast, re-playing the focus group session recording, and reading an email from one of the attendees. BizPal! I wanted to be known as a friendly advisor to small business, more like a good neighbor than a consultant. I had been to enough networking events to know the concept of a consultant made small business owner’s eyes glaze over. So, I wanted to move my business concept away from those thoughts. I slept on the name and woke the next day convinced enough to reserve the domain name.
All this lead me to come up with 5 key things I think are important when you are trying to come up with a business name. So, check these out.