Question

Topic: Taglines/Names

Name Change

Posted by Anonymous on 9/22/2011 at 4:40 PM ET 250 Points
I have a bookkeeping accounting business for small to mid size businesses. I have the name LifeLine Financial Services because originally I was going to help people get out of debt. We changed our focus to what we've been doing for over 20 years. I am asking what you think of our current name and what other names we could come up with. I have been working very hard for the last four years in our community getting to know our work and our staff etc. I would like to start satellite offices or possible franchise down the road. People have said our name sounds medical or we are a financial adviser or we only take businesses in crisis. Now our clients feel we are their LifeLine however we were trying to think of name that might better describe what we do and also we would like to sound like a larger firm then the staff of 8 we have now. We are growing rapidly so these are the only other names we came up with at the moment. WHITTEN ASSOCIATES and underneath Bookkeeping and Accounting Professionals
or THE WHITTEN GROUP w/ Bookkeeping and Accounting Professionals - LifeLine Accounting Professionals - Southern NH Accounting Professionals. Checks n Balances Accounting Professionals. Of course all of these names are subject to approval with the state. We are open to any suggestions. We assist our clients with their accounting we are not CPA's and we do not do taxes. We do some HR and other added values services. HELP ! Thank you in advance.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/22/2011 at 9:29 PM Accepted
    If you have 20 years of name recognition, why not morph it into something like: "Lifeline Bookkeeping & Accounting"? Whitten Associates and The Whitten Group are fine, generic names, but unfortunately don't give a clue of what you do. Checks n Balances is cute name which may be good for franchising, but is a name that apparently others are using as well and may lead to confusion.
  • Posted by michael on 9/23/2011 at 1:04 PM Accepted
    Debbie,
    You'll spend a lot of money explaining the name change when you can spend less explaining what you do.

    "People have said" Coke sounds like they sell drugs on the corner. Keep the brand.

    Michael
  • Posted on 9/23/2011 at 2:36 PM Accepted
    I agree with the above. You would be better off spending some time focusing on what differentiates you from the rest of the bookkeeping firms (sounds like it might be that you will go the extra mile when they need it, which is consistent with lifeline) and then creating a tagline to go along with your name that reinforces that differentiation.
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