Hi Scott,This is a real challenge, Nick, and one you're certainly not the first to face. The fact that it raises negative connotations with some people is a concern, however...My name is Nick, I read your article about a good business name, I have heard from people that my business name can be bad but can also be good but I do not see how people look at my business name as they do. My business name is Excessive Solutions, I use the .com for it and operate under this name. People have said they see excessive as a problem relating to excessive drinking and such of alcoholism however I look at it as what the name says and so does several other people. I have just heard many people I talk to referring to it as a problem. The business I do is web design and computer repair. Do you think this name could be a problem in the future?
Thanks,
Nick
Excessive Solutions
You can't please all the people all the time. Other people already perceive the positive connotation. Don't be afraid to polarize your audience. It really doesn't matter if it's negative to a few people, so long as you're getting enough business. On the other hand, if you're constantly scrambling for just enough customers to get by, then you might need to reconsider. What people say doesn't really matter -- what people buy does.
The positive view of it can be reinforced in your branding. I strongly recommend you add a tagline that reinforces the positive spin, e.g., "Exceeding customer expectations," or "Exceeding expectations since 2005," or "Exceeding your expectations in web design and hosting". You get the idea. Put that right under your company name on your website, your business card, your marketing collateral, etc. I bet you'll get a lot fewer comments about the negative connotations.
Readers, what do you think? Leave a comment with your thoughts.
Switch the name around ,and call it solutions in excess.
I agree with the tag -on line. Perhaps Eccessive solutions at inexspensive prices are our challenge!!
I can’t agree with you more Scott. When I started Absolute Home Care everyone thought it was a cleaning service when we actually were taking care of elderly people in their homes. So I added “24 hour elderly care for our community”. That got the point across very well.
Thanks,
Ray Roberts
Yes, I had the same problem with my name, except my company name was completely arbitrary: Twasnow Co. Whenever I sent out a marketing document most would just throw it away after glancing at the logo, not having a clue what I did. Adding the line -> “Robotics and Electronics Design & Innovation”, probably got me more business than any other single change I have made to the company.
I learned my lesson the first time and now I believe it is fine to have that catchy company name, just so long as your purpose is also immediately clear to all those it should be. I also find a descriptive pictorial logo really helps http://www.hidealert.com I enjoy it when those in the industry know exactly what I am offering just by seeing my logo.
As a side note congrats on the switch to wordpress About.com
Graeme O’Brien
(http://www.ourtake.net)
You have said it all with your comments
I always advise people that if they can’t reach deep inside themselves and find the passion and energy that fuels
their desire to bootstrap something, that it probably won’t work. Bootstrapping is hard work and incredibly rewarding
in a way that is often not financial.
My 20 year old said to me the other day that when he grows up, he’s going to be a “real entrepreneur, like you used to be.
” When I asked him why I was no longer a “real” entrepreneur, he said it was because I wasn’t making a lot of money.
I guess it’s more transparent now — the cash side of things — since he saw the rewards of a lot of hard work.
But we had a long talk about why I am an entrepreneur and what it is that motivates me — my love of what I do,
the flexibility, creating something and watching it grow.
Maybe too often, people look at bootstrapping or being an entrepreneur or “doing your own thing” as something “cool”
without realizing the energy, love, angst and tenacity that it requires to succeed.
Incredible Name, Keep it
Before you settle on a business name you should test it out.
You could use a service like Namethis.com which is an online community brainstorms names (or taglines) for businesses/websites. They also vote on the names/taglines so you, hopefully, settle on something that’s effective. Probably not as good as thorough market research but definitely a cheaper option.
Alec
Director
DesignBay
I love a business name that describes what the business does – I use this test – If my company sponsored a soccer team and our names were on the players shirts would the spectators know who I was or how to contact me? chris@marketoutloud.com