Question

Topic: Taglines/Names

Searching For A Name For My Business

Posted by Anonymous on 10/8/2011 at 9:05 AM ET 250 Points
I am starting a business which will for the moment be primarily be mobile (festivals, craft shows etc). I have had a floral shop in the past and it was called Flowers Unlimited. However, now I would like to turn the page so to speak and start a new venture incorporating more of a wide range of products. I will be offering silk arrangements, wreaths, some antiques, linens, cards, jams, and I would also like to incorporate a line of homemade cookies. So, you can see I am at a loss as to how to name my business. I thought of just using my name....but I didn't know how that would tell the public what I had to offer for sale? Any advice you have to offer would be greatly appreciated.
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  • Posted by Jay Hamilton-Roth on 10/8/2011 at 9:51 AM Accepted
    Because your proposed business is a little bit of everything, there's no way to describe what you're offering for sale in a few words. Instead, perhaps you can focus on who you're selling to or why they'd be shopping for these things. For example, why would someone who's looking for silk arrangements also think that you'd antiques or homemade cookies?

    Perhaps you'd be better served by creating a single umbrella company (whose name doesn't matter much) and create divisions for each of your product lines.
  • Posted on 10/8/2011 at 11:48 AM Accepted
    Who is the target audience? What are they seeking? How do you want them to think about you and your company?

    You're much better off focusing on what your customers need, and what benefit you offer, than on the specific products or services you will use to satisfy their needs.

    If you find that you're offering different benefits, or appealing to different target audiences, that's a sign that you don't have enough focus. In that case, the name doesn't matter. You can call it ABC Company (or just about anything else), because it's not the name you want your target audience to remember -- it's the benefit you deliver when they hire you.

    Don't try to be everything for everyone. That's a recipe for failure.
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