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THE BRANDING ISSUE
NAME DROPPING
WE GET IT , FIGURING OUT WHAT TO NAME YOUR BUSINESS IS HARD WITH A CAPITAL H . SO , WE SPOKE TO THE EXPERTS TO HELP YOU COME UP WITH SOMETHING CLEVER AND CATCHY . YOU ’ RE WELCOME .
N aming your business is arguably the most important branding decision you ’ ll make . Like , ever . It forms the very first impression your customers get about your business and can have a significant impact on your future success .
So , should you name your business after yourself ( Alex ’ s Electrical ), your suburb or town ( Rosewood Electrical ) or perhaps something a little more punny ( Lights On Electrical ) or abstract a la Nike or IKEA ?
ROOM TO GROW Twenty-five years ago , Gold Coast sparky Ben Williams named his business Will Power Electrical . “ I thought it would be catchy , and my wife calls me Will ,” he says .
Plus , Williams , who is a customer at CNW Burleigh Heads , was keen to future-proof the business by choosing a name that will give him options when it ’ s time to hang up the tools . “ Before I came to the Gold Coast , I had two sub-contractors and both named their business after themselves , and I just didn ’ t want to do that ,” he says . “ Hopefully one day I ’ ll be able to either give the business to my son or sell it .”
It ’ s an approach backed by marketing folks and branding experts for its flexibility , says Nicole Cox , a co-founder of business consultancy Tradies in Business . “ Creating a business name with a quality business mindset right from the very beginning allows you the opportunity to grow your business to a point where it either becomes saleable or manageable with you off the tools and out of the business , and not the whole face of the business ,” she says . “ When it ’ s your name , you take away a lot of room for expansion within the business .”
And the same goes for including your suburb or town in the name , or even the type of electrical work you do . You might be just one sparky and a van right now , but who knows where you ’ ll be in 10 or 20 years ’ time ? “ You might want to work in multiple locations , or you might have changed your mind about the sorts of services you want to offer ,” says Warrick Bidwell , Cox ’ s business partner .
Michael Kava , director of Little Marketing ,
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