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Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.   Jack Welch quotes 

Naming your business is a critical part to the development process. A name can say everything. It can be personal, professional, or funny; whatever message you want your business to project.

Selecting a good business name is extremely important. The name, once chosen and branded, is very difficult to change later. It can be done but requires significant effort and money.

A business name sends a message to the consumer what the business does, its philosophy, its purpose, and much more. It is how you want the community to view your business.

Let’s have some fun! Here are ten business names. Try to identify what each company does. I’ll give you the answers at the end of the post.


Some of the company names are very recognizable while others are not. The point is, the business name is important but it doesn’t have to SAY exactly what the company does. You want your name to mean something while memorable and easy to brand and market. It should give a feeling or vibe about your company.

For instance, one of the above business names does not sound like a cosmetic company. I thought it was a music group. However, the name is incredible! It is hip, different, and represents the company. It also speaks to the company’s target audience. I can see young, fashion-forward, edgy consumers being drawn to the name and product.

Sometimes, however, you want the name to reference the product or service. Such as Burger Hop, Vintage Rose Suppliers, Jan’s Pet Service, or Pet Paw Grooming (I made all of these up).  All of these are great if it fits your business and says what you want it to say.

Steps to developing a great company name:

1. Write. Write down every idea that comes to mind. Don’t try to be clever or silly. Just write down all your ideas.
2. Share. Share your ideas with other people to get their feedback.
3. Research. Search the internet. Make sure your name isn’t already out there. You don’t want a copyright or trademark problem in the future.
4. Sleep on it. Don’t make a rush decision. Give it some thought.
5. Philosophy. What is your company about? Make or do? What is your philosophy? Are you a mom and pop, parent and sons/daughters, creative company, professional services?
6. Beware. Stay away from anything offensive. Nothing will drive potential clients way more than an offensive name. It may seem funny in the beginning but a poor business decision in the end.

My business names have spanned the spectrum of hit and miss. One company in particular, was named to be funny with a catch tag line. It was an epic failure because the name did not reflect the business, product, or philosophy.  It did not evoke confidence in the consumer and was off-putting.  Going in a decidedly different direction a tech company was named after a family member, internet company named for the area it is located, and a retail jewelry business named after favorite things.

Naming your business should not be a chore or a cerrebural work out. Given some good thought and understanding your goals and image will help you find the perfect name for your business.

Here are the answers.  How did you do?

1. Violent Lips — cosmetic company specializing in temporary lip tattoos. http://www.violentlips.com
2. The Company Store — bedding and linen company. http://www.thecompanystore.com
3. Pairpoint Glass — Glassware manufacturer. Founded in 1837! http://www.pairpointglass.com
4. Auntie Anne’s — Pretzel products. http://www.auntieannes.com
5. The Honest Company — eco-friendly baby products. http://www.honest.com
6. Bohemian Bicycles — bike manufacturer. http://www.bohemianbicycles.com
7. Little Tikes — toy manufacturer. http://www.littletikes.com
8. Pet Mountain — pet supply retailer. http://www.petmountain.com
9. Keurig — coffee, k-cups, single-serve coffee manufacturer. http://www.keurig.com
10. Aldo – Shoes. http://www.aldo.com

Have a wonderful weekend.  Cheers!