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What Does Your Client Think About Your Business Name? 

Whether it’s your name, your spouse/life partner/significant other’s name, your child’s name, your dog’s name, cat’s name, the name of a restaurant, the name of any business, the name of a person, pet, or establishment carries weight. Names are everywhere; and names matter. This is no different when it comes to the name of a business.

While the most emphasis should be placed on the quality of product or services rendered and customer service received, the perfect business name is the difference between your client telling others your business name confidently or, “Umm, something, something, something. . . I cannot think of it right now.” 
This poses the question: What do your clients think about your business name? 


Some business owners choose to utilize an abstract business name or use a creative “word” or “phase” they made up in order to stand out and prevent potential trademark complications. Your clients are likely thinking how this name came to fruition, what it means to you, and how it relates to the services/product offered. 

Although abstract business names can be appreciated for creativity and originality, the business owners will likely have to provide an explanation of how the business name was invented several times to client. A benefit that the client may not think of regarding an abstract business name is that the owner likely had no difficulties or complications getting the name trademarked. 


Just as chain restaurants can lose their thrill, business names that contain generic wording and information, such as business names that contain generic information such as city name or Metropolitan name can be viewed as ordinary, plan, or not worth a second view by potential clients. 

This mindset comes from the phrase “I’ve seen one. I’ve seen them all.” Some owners may take a step up from using generic wording by utilizing trending “coin phrases” that correlates to the business audience.

While the owner may view this as being slightly creative, this can have damaging effects from the client point of view. Including generic wording and information in a business name can also confuse the client into thinking the business does not provide a service or product to a particular area that it may in fact does offer. 

Also troublesome for generic business names is that there is high probability that the owner will run into trademark complications. On the other hand, the client is highly unlikely to question the origin of the business name, because it’s self-explanatory. 

How much did they Pay for that Name? 

During the initial brainstorming process, some business owners may decide to outsource resource to create the best fitting name, slogan, and logo graphic design. The outcome of these services will have your client thinking either your business services/product is cheap and poor quality, or that your business is really your “baby.”

A poorly executed graphic design logo coupled with a boring or generic business name does not grasp the desired attention of clients. They will easily be able to tell that the service was done either for free or an extremely discounted rate. They won’t ask you how much you invested for the service-they will know. 

On the other hand, a quality graphic design logo sends the message to the client that you will go the extra mile for your business, and your business clients. Even if the business name is creatively long, abstract, and not easily understood by the everyday person, the client is likely to look past that; and possibly even attempt to remember it because the graphic design was so quality. The phrase “you get what you pay for” sums up what clients think. 


The decision to go into business should not be taken lightly. It costs tremendous sacrifice, hard work, and financing. If you as an owner are serious about sending the right message to the public and potential clients, be prepared to sacrifice even more time and money. The process of brainstorming, researching, possible outsourcing, and finalizing the business name, slogan and logo should not be rushed.

Do not forget to conduct a trademark search to ensure that your business name is not already registered and being used by another person. It’s a given that your client will particularly notate their customer service experience and level of quality product/services they received from your business. When your client refers others to your business through word of mouth, the goal is for them to remember the name.  

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