The smart way to name your business  

Two big reasons why you shouldn’t choose a descriptive name

Posted on October 15, 2014 by Dave Clark

Descriptive business names - and why you should avoid them

Naming your company isn’t easy. And the pressure’s on - it’s a decision that you’ll have to live with for years - so you’ll want to get the decision right.

Wanting to make the right call can lead to making a seemingly ‘safe’ choice: coming up with a business name that clearly describes the business.

So, if you’re a sports physio, your business might be ‘Active Sports Physiotherapy’. If you’re a marketing consultant, you might be called ‘Effective Marketing Solutions’.

Tempting as it might be, there are two major reasons why this is not a good idea.

  1. By naming your business with words that are industry generic, you will not differentiate yourself in your market. Putting it simply, you will blend in …and will not stand out. If being visible online is important - and there aren’t many businesses that this doesn’t apply to - then using generic, descriptive words is not very effective. By searching for you, your potential clients are effectively searching for everyone else in your industry.

  2. Appealing only to left-brained, rational thought processes means that you miss out on the more intangible, human ones. Adopting a brandable name that’s likeable, and projects a bit of personality and character, makes your name more engaging. In turn this means that people are more likely to notice and remember you.

It might seem like a safe approach, but choosing a purely descriptive name for your business does nothing to help create either of the two pillars of effective branding: Differentiation and Engagement.


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