Naming a Consulting Company

With the economic downslide the world is going through, there are many upper and mid-level experts that are stepping out on their own.They are using their knowledge to create a secure future to their advantage so they can be in charge of their lives. Some mid-level entrepreneurs have struggled to create a persuasive and convincing brand name which is a huge challenge to many aspiring entrepreneurs.Everyone knows how vital getting a brand name is and some of these entrepreneurs have had a marketing department at their disposal in their former company. But when it’s time to do it yourself there is a lack of information on how to do it properly.If you are in this dilemma or you want to create your own company, I want to tell you there is no reason to fear once you know your objectives. I will share with you 4 key questions to help you clarify your goals and objectives.

The first question

What do you want for your company? Do you want it to fit into the norm or you want a company that will stand out? This question might seem tricky but no answer is wrong or right. New consultants face different challenges. For some it is having the right reputation, others struggle with gaining acceptance in the sector; to these set of people it is important to get a brand name that sounds recognized and convincing right from the onset. If this is what you want, go through the list of other companies within your field on or other sites you know. It will give you an idea of the arrangement used in the field. You may be able to follow trends that other companies have set. If your aim is to be well recognized, then your approach will be different. You can check out the company’s names in that field and use an interpretive strategy to create your own name. Here’s what I mean: if the popular name in your field is ‘luxury’, then you can use another related word such as lush, verdant, green, abounding to tell everyone about your company’s peculiarities. You can also use affirmative subtexts to give an impression of a new identity e.g GreenField, YellowDay, etc Remember that you must have an objective which is the reason why you picked that name and it gives your clients the first impression they have about your company.

The second question

Do you have a scale of preference for your wants? Creating your own consultancy provides an exciting blank page for you to write your own story. Ensure you are writing out what matters. Ask yourself these questions to help you: Will the name be easy to remember? Will the name be easy to pronounce and spell? Is the trademark important? Must the name of your company be the same as your domain name? Answering these questions or any other question you can think of will help you identify the drive behind the name you choose. When you get to your final list of names, you can easily select the name that describes what you want. Most times, the process of getting the names is usually confusing and everything might sound alike at a point. If you know what you want, it will be easier to make your choice.

The third question

can you see the whole picture? To see the bigger picture, write the list of the names you like and try it out with your friends, critics, people who are your potential clients as well as those who understand branding. Ask them what they think. Your intuition can also be a guide. Instead of choosing any name, try to create a scenario that will work for each name so that when you say the name, it sounds fitting for the purpose which you created it. You can also get a logo that can paint the right picture for the brand. Many brand names don’t really fit till there’s a picture to go with it. Evaluate the complete package (name, logo, pronunciation) to know what fits.

The fourth question

ensure you take a look at every possible opportunity. Most times, new business owners become easily upset when they are searching for a business name. This is usually because they have only tried out only 1 or 2 kinds of approach to name their company.Sometimes new business owners already have a list of functional or literal names only for them to find out that the domain names have been used. Some choose popular metaphors (e.g Pinnacle, Summit, Peak etc) but there are many other companies that have such names and it’s usually frustrating.The key to avoiding this frustration that this process brings is to try out these 4 different available methods. The first method is to go for invented names. Consultants love this approach but it requires a form of caution if you decide to opt for this method. This is because it is easy to bask in the euphoria of choosing a new name. When you try out new words and twist spellings, you make the words confusing and the message incomprehensible.There’s nothing wrong with trying out different new words or using different Latin or Spanish words that have obscure names if only the words can be easily remembered and pronounced. Smaller companies have the benefit of conveying the message of the brand to individuals, at conferences, seminars or other places. But caution should be applied when trying out these new words. If you have to remind yourself of the name, spelling or pronunciation, I advise that you ditch it.Words you create on your own can still be meaningful. For example, I helped a client to name to provide guidance and insight to their clients.

You can also create a brand name that can convey meaning for your company. The second method is to use metaphors. There’s a popular saying that a picture can paint 1000 words which is quite true. Metaphors are just like pictures; they can convey a lot in short and simple words. One of our clients’ companies is called cornerstone. It is an insurance company and it gives the picture of something to fall back on.The third option is finding important attributes. I helped a client name a company because it was a head hunting company that was searching for the brightest candidates. This is a common method used by most companies. Give your clients an idea of what you can do in your name.You can also use descriptive hybrid names. These kinds of names merge a descriptive word used in that field with a suggestive word. A good example is a company called Emisstar, a consultancy company in the emissions control industry. With this approach you can be sure that your clients will understand your company. In conclusion, choosing a name is easier when you make up your mind if you want be outstanding or if you just want to fit into the mold. Create a list for your priorities and test your ideas. When you have selected the right brand name speak with your trademark lawyer to get you a matching or closely matching domain name. Don’t forget to incorporate your brand message throughout your website collateral materials, advertising and corporate identity to further boost your company’s presence. If you can do all these properly, you will choose a reliable company name that will serve the purpose for which you created it.

About us

Emmanuella Rio has been a management consultant for over 20 years. She has consulted with clients in all 22 United States and over 10 countries. Rio is the founder of Rio’s firm, a 10 year old International Management Consulting firm. Emmanuella Rio is also a member of BIZVision a structured organizational methodology used by hundreds of companies world-wide. BIZVision is always available for small business owners.

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