Really Bad With Names ...
But I Always Remember A Face!

This post was made following some discussion by face painters on a forum about names for a new member's business. What follows is my quick response, and will allow me to elaborate more over the coming days.

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Choosing a name to use 'forever' (for your business) can be daunting and rightly should not be taken lightly. As a marketing coach specialising in identity and direction, in business development and achieving peak perfromance, it's part of my business to help people find what they want to do and then help them achieve that. So here's a few comments and tips (to start you off and perhaps confuse you even more! o):

a) Ideally your chosen name should state something about what you do

b) If it doesn't do that, it should be interesting enough for people to ask

c) A bland name that does neither is wasting so many opportunities

d) IF you wish to build a business and perhaps sell the interests at a later date .... don't hang it on your name or a region etc. ie make it universal!

e) Be careful NOT to use words or phrases that have different meanings in other countries. :o(

f) A name that you don't have to spell each time you say it is better.

g) I wouldn't go with a name where you couldn't also get the .com url.

h) As soon as you have chosen, register the url immediately.

i) Remember, the name is mostly used with a tag line (sub title, bi-line) so that is able to flesh out any shortcomings. Continual use together will cement the meaning.

j) In general, short snappy names are best BUT ..... if you get it right, a very long name can be an attraction and be memorable ie .The Absolutely Fabulous Face and Body Painting Team'. I think this WOULD be remembered because it is so unique.

k) Think carefully about HOW you want to be perceived. Perception counts for a lot. The choice of name governs this, and helps your POSITIONING in the market place. What I mean is: If you are called 'Mandy's Masks', or 'Triffic Faces' or 'The Fizzog Face Artistic Organisation' or 'The American Face Painting Company' .... they each conjure up a different kind of service. How do you WANT to be seen? As a local part-timer? As a profesional artiste who travels all over? As a company supplying the world? The name will contribute (greatly) to this perceived image and 'personality'.

Finally

l) I wouldn't worry TOO much about wanting a name that allows you to expand. Certainly don't restrict to faces IF you do bodies ...... but beyond that I believe it is better to have different 'package' or 'product' names for other things that you may do. It's best to be thought of as a specialist in one area (and for one niche market). So choose a name that fits with the service you offer and the market you want to 'attack'.

There is a ton more I could say on this (alone) but had better stop now. If those who are trying to select a name want some more help .... email me WatchThisFace@MagicWorks.co.uk and just ask.

The Infotainer
www.WatchThisFace.com