Naming Your Business, Reasons You Don’t Need a Clever Business Name

Three big reasons why you don’t need a clever business name to attract clients

Fabienne Fredrickson
July 3, 2013

pick-business-nameAre you struggling to come up with your business name? This can be one of the biggest stumbling blocks for people who are starting a new business. You want to get the name right, maybe have something clever or memorable. I understand the desire, and other experts may disagree with me, but I don’t think this is necessary or wise for three big reasons.

1. Waiting for the perfect name slows you down. Once you have a clear idea of what your business is, you want to get started as soon as possible. Yet, countless would-be entrepreneurs get hung up on the ideal business name. Months go by in search of just the right moniker to attract clients. The problem is, this keeps you from building a business. The focus is on the wrong thing and people tend to get very stuck, losing steam and precious time. Don’t let this happen to you and your business.

2. Cleverness can put people off. Not everyone is attracted to clever names. Personally, I start to wonder what’s behind the cutesiness, as if the owner is compensating for something. It’s not always true obviously, but I tend to believe the proof is in the pudding, not the sauce if you know what I mean. A clever name does not guarantee you’ll attract clients.

3. A clever name can be misunderstood. Some people won’t get the point of your cleverness. If you don’t hit the nail on the head, you can end up confusing prospects which will not help you attract clients and build business. On the other hand, a results-oriented name can clearly communicate what clients or customers will gain by working with you. A business title that uses the desired outcome gets right to the solution clients seek making it easy for them to say, “I want that!”

For these three reasons, I recommend to new business owners and start-ups that they choose a company name that is simple, clear and to the point rather than sweat over the goal of crafting a perfect or clever name.

Your Client Attraction Assignment
If you are stumped by choosing a business name, here is my suggestion. Take out a sheet of paper, and write down the results clients will get from your business. Next make a list of the best words from what you wrote for describing what you do. Then put them together in combinations to see what jumps out at you.

For example, if you had a business that offered conflict resolution, you might consider these names:

  • Conflict Coaching
  • Dispute Resolution
  • Conflict to Collaboration

Stay focused on the results clients can expect to clearly communicate what you have to offer and know a simple name will do just fine.

Now, if you’re just starting out and trying to fill your practice in the FIRST place, then follow a step-by-step system that feels easy and authentic to you. The Client Attraction  System® gives you the most important things to do to set up simple, solid systems, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step, not a big mishmash of things. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. All the tools, scripts, templates, and examples are handed to you on a silver platter. Easy. You can get it at

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