SUCCEED BY STAPLES

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WHAT'S IN A NAME? SUCCEED BY STAPLES

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  • 1. WHATS IN A NAME? 7 Entrepreneurs Discuss the Key to Naming Their Businesses BROUGHT TO YOU BY
  • 2. Whats in a name? EVERYTHING. At least, thats how we feel as small business owners jockeying for eyeballs and customers in a 24/7 world. Our quest to make more happen, every day, reinforces who we are in the eyes of our customers, but we connect with them first through our names. !
  • 3. Here are seven SUCCEED members stories of how they named their own companies and, as a result, started making more happen in their businesses, lives, and communities. ! - The SUCCEED Group
  • 4. ! Owner: Dyan deNapoli Business: Penguin Expert, Speaker, & Author Its what aquarium visitors often called me when they saw me in the exhibit surrounded by 70 penguins. I didnt realize it at the time, but I had created great branding with that name. And to this day, people tell me they immediately think of me whenever they see anything to do with penguinsand they never forget the name of my company. I didnt realize it at the time, but I had created great branding with that name. BUSINESS NAME: The Penguin Lady WHY IT WORKS
  • 5. Synnovatia BUSINESS NAME: ! Owner: Jackie Nagel Business: Start-up Strategy and Coaching ! ! Its my approach to how I work with small business entrepreneurs as a business coach/strategist. I define "synnovatia" as working together to create something new or different. Synergy + Innovation = Synnovatia. how I work. Its my approach to WHY IT WORKS
  • 6. Owner: Nicholas Ragone Business: Investment Management ! Villicus is the Latin word for steward. I chose this because I wanted my company to represent my principles. In the financial services industry, fraud and other illegal activities have caused investors to lose faith in Wall Street firms as well as the stock market. I started my company [to] show my clients that there are people who take their responsibility to manage clients' assets very seriously and ethically. I wanted my company to represent my principles. BUSINESS NAME: Villicus Capital Group WHY IT WORKS
  • 7. Owner: Mike Groom Business: On-Hold Messaging Services ! One statistic about the on-hold industry kept jumping out at me: It only takes 30 seconds for a caller to hang up if they're waiting on-hold listening to dead air. I thought that was a very significant statistic, but I thought that 32 seconds sounded more scientific...so, ON HOLD: 32 was born! Everyone asks me what the 32 stands for, which gives me a chance to give my eight-second elevator pitch. And, they never forget it after that. Everyone asks me what the 32 stands for, which gives me a chance to give my eight-second elevator pitch. ON HOLD: 32 BUSINESS NAME: WHY IT WORKS
  • 8. Owner: Sonia Harris Business: Event Management and Advertising Services ! I wanted a flexible, domain-friendly name that would include my married name but also allow for an expansion of business services or divisions. If I grew to become a corporation with many employees (plus admin, finance, and marketing departments, etc.), the company name would still be very applicable! allow for an expansion of business services or divisions. BUSINESS NAME: Harris Commerce WHY IT WORKS I wanted a flexible, domain-friendly name that would include my married name but also
  • 9. BUSINESS NAME: Owner: Lin Seeling Business: Antiques Dealer ! ! ! Many years ago, my aunt had a store named The Attic. She carried antiques, collectibles, gently used items, and even some clothing. When I started doing business as an antiques dealerI wanted to use that name, but someone in my area beat me to it. It didn't take long to come up with My Aunts Attic in her memory. ! It didn't take long to come up with My Aunts Attic in her memory. My Aunts Attic WHY IT WORKS
  • 10. I wanted a name that showed the strength of the people the agencies served. BUSINESS NAME: Kavod Owner: Alexandra Wisotsky Business: Consulting Firm ! WHY IT WORKS Kavod, the name of my consulting firm, is the Hebrew word meaning, honor." I chose this name because I work with non-profits serving refugees, immigrant victims of gender-based violence, and human trafficking. I wanted a name that showed the strength of the people the agencies served.
  • 11. 5 Quick Tips for NAMING YOUR SMALL BUSINESS 1. Make it memorable. It's critical for you to stand apart from your competition, so try to create a name that is different from others in your industry. ! 2. Avoid long descriptions. Use the name to provide a quick glimpse into the companys culture and personality, rather than describing exactly what you do. ! 3. Once you have a name in mind, check digital availability. Search any potential names in Google, and if there are no other large companies using that name already, check for URL and social media availability as well. ! 4. Make sure it can be claimed legally. If you intend to incorporate your business, youll need to contact your state filing office to check whether your intended business name has already been claimed. ! 5. Think about how your name will look and sound. You want a name that will look good as a logo, and be easy to spell and understand when someone first hears it. Dont forget to say it out loud before you make your final decision. ! Sources: Inc.; The Guardian; SBA
  • 12. WHATS THE STORY BEHIND YOUR COMPANYS NAME? Share it (and your words of wisdom for your fellow small business professionals) in our SUCCEED community.