Pick a Name, Not Just Any Name

This is an article reprint.

Pick a Name, Not Just Any Name

William Shakespeare once wrote that a rose by any other name would smell as sweet, implying that the name wasn’t the essence of the thing. In this case, a rose. Far be it from me to disagree with Sir William, but the name does matter–especially when it comes to pint-sized craft businesses with big e-dreams.

A poorly chosen name can sink a company with the highest-quality products. Rule of thumb for crafts businesses: If you can’t think of anything to name your company, name it after you.

People who buy handmade goods don’t want to feel like they’re getting the next mass-manufactured thing off the conveyer belt. They want to feel a connection with the artisan. As such, the business name a crafter chooses should be something that sounds personal–convey the idea that people are buying from an individual rather than an institution.

Janine King Designs and Ashley G are both Etsy stars who went on to fame in the real world for two reasons. First, each artist felt so strongly about her product that she put her own name on the label. Customers like to know the artist stands behind the quality of the product.

Second, customers felt a personal connection to the artists because they could call the artisan by her first name: JKD with her handbags and iPod cases and Ashley G with her prints. Both names have become synonymous with their trademark style and flair, and with a quality necessary in the handmade world.

Then there’s Frank & Me, with her baby clothes and baby’s first wallets. Yes, the artisan behind Frank & Me is Lauren Blackwelder, a proud mother who chose to name her business after her muse, her son Frank. Which brings us to the other rule of thumb for naming your craft business: Don’t want to name your business after yourself? Name it after someone you love.

Of course, you don’t have to use your own name (or a loved one’s name) to build a successful business. But the name should convey a sense of the artisan and the product. It should be personal, yet catchy. It should be easy to remember but special enough to stand out. It should transcend time and fad. And it should be easily associated with your art or craft. This can be tricky, but a few budding handmade giants have this concept down pat.

Made by Girl is the name Jennifer Ramos chose for her fun and stylish line of paper arts, greeting cards and posters. The name evokes a certain edge, and yet suggests the playful whimsy that is prevalent in her work. Like Ramos’ work, MBG is girlish without being annoying and pretty without being pretentious.

Amy Adams chose Perch to encompass her environmentally friendly white ceramic creations. Many of the objects are avian-inspired but, more than that, all of them are proud in essence, nature and appearance, like an eagle perched atop the tallest tree in the woods. Adams is always stretching her wings to create new and interesting products, and she wants your spirits to soar when you see her work

Now that I’ve shared some of the best of craft business names I’ve ever heard, here are some of the worst:

1. Anything ending in 4U or 2U. It’s OK to be clever when choosing a name, but don’t be cheesy. Adding 4U or 2U to the end of your business name isn’t clever at all. It makes your business sound fly-by-night and, well . . . cheap. What if Martha Stewart had named her company Good Things 4U? Would she be as successful as she is? No companies listed on Nasdaq end in 2U. And if there were, would you buy that stock?

2. Anything with unnecessary punctuation or abbreviation. Have you tried to look up a company name that contained a hyphen, an apostrophe or that annoying ” ‘n” (short for “and”)? It’s a nightmare. And since you can’t use punctuation in web addresses, you lose a lot of branding potential.

Keep it simple. The name of your business should be something easy to remember and easy to Google.

And the No. 1 worst craft business name I’ve ever heard?

3. Dead Cow Fashions. Dead Cow sold handmade leather accessories (handbags, belts and such) Some thought it was edgy. And for a while, DC had quite a following. But the name offended animal lovers. Never underestimate the power of offensiveness to kill your business. (You don’t see chickens doing ads for KFC any more, do you?)

Even if you aren’t offended by the name and simply think it’s funny, ask yourself this question: Does the name really make me want to buy from this company?

Sure, you could tell all of your friends, “Hey, I bought a Dead Cow purse.” But what’s the value of that gag? How much would you pay to get a few laughs? $10? $20? Dead Cow bags sold for $120 to $240 a pop. Not very funny now, is it?

I don’t think Dead Cow is still around. It’s sad, because it was quality merchandise. But Dead Cow committed one of the deadliest sins in the business world: It expected the general public to take it seriously, while failing to take itself seriously.

Whatever name you choose, be sure to trademark it. While a trademark is pricey, it protects you and your brand from those who would, well . . . perch on it.

Next: Free and low-cost internet tools to market your business on a shoestring budget.

Maria Falconer is the founder of Rambles.com, an online shop specializing in handmade goods from a variety of designers.

Original link: http://www.womenentrepreneur.com/2008/12/pick-a-name-not-just-any-name.html