s cars with his name. Another would be our law firm which uses the last names of four people who created the business. These people were likely prominent lawyers already with good reputations and it made sense to name their firm as such. When I say stature, this again goes back to the type of consumer you want to do business with or the feeling you are trying to convey to your potential customers. For example, the name Elite Accounting doesn’t necessarily portray that yoSo, you’re thinking about starting a business, but what do you call it? There are a lot of options and theories out there as to what makes a good name. Now, I’m not an expert on naming so I’m just providing some food for thought.

When naming your business, think about who the consumer of your product or service is going to be. Think about what your product or service is and how the consumer is going to use it. This is what many in marketing call the “felt need” – that is the need of your consumer and how your product or service meets that need. Incorporating your “felt need” into the name of the business might be of great benefit. Let’s take coffee for example. It’s a hot, no pun intended, item. There are tons of coffee shops and services opening up every where. Now, these aren’t the best examples, but it might be appropriate to name a coffee business Java Jolt, Coffeine or Warm & Cozy. The first two line up the product with the need of being woken up. The third evokes yet another feeling of comfort.

So, why did Starbucks make it so huge? Well, it wasn’t solely in their name. They are an excellent example of a brand and providing an experience that was carefully constructed to resonate with the customer. I’ll do a post or two on branding later. But the Starbucks name fit well with the brand they created. It’s a more upscale sounding name which struck a cord with their target consumer. Now Starbucks has become the definition of coffee for a lot of people. People now say “I want a Starbucks” not “I want a coffee.” I could go on and on about Starbucks. I love this brand and their coffee.

Other schools of thought on naming a business are built upon name recognition/reputation and stature. When I speak of recognition/reputation I’m talking about those people that may use a family name or their last name for a business. Ford for example put his stamp on his cars with his name. Another would be our law firm which uses the last names of four people who created the business. These people were likely prominent lawyers already with good reputations and it made sense to name their firm as such. When I say stature, this again goes back to the type of consumer you want to do business with or the feeling you are trying to convey to your potential customers. For example, the name Elite Accounting doesn’t necessarily portray that yo

hat is the need of your consumer and how your product or service meets that need. Incorporating your “felt need” into the name of the business might be of great benefit. Let’s take coffee for example. It’s a hot, no pun intended, item. There are tons of coffee shops and services opening up every where. Now, these aren’t the best examples, but it might be appropriate to name a coffee business Java Jolt, Coffeine or Warm & Cozy. The first two line up the product with the need of being woken up. The third evokes yet another feeling of comfort.

So, why did Starbucks make it so huge? Well, it wasn’t solely in their name. They are an excellent example of a brand and providing an experience that was carefully constructed to resonate with the customer. I’ll do a post or two on branding later. But the Starbucks name fit well with the brand they created. It’s a more upscale sounding name which struck a cord with their target consumer. Now Starbucks has become the definition of coffee for a lot of people. People now say “I want a Starbucks” not “I want a coffee.” I could go on and on about Starbucks. I love this brand and their coffee.

Other schools of thought on naming a business are built upon name recognition/reputation and stature. When I speak of recognition/reputation I’m talking about those people that may use a family name or their last name for a business. Ford for example put his stamp on his cars with his name. Another would be our law firm which uses the last names of four people who created the business. These people were likely prominent lawyers already with good reputations and it made sense to name their firm as such. When I say stature, this again goes back to the type of consumer you want to do business with or the feeling you are trying to convey to your potential customers. For example, the name Elite Accounting doesn’t necessarily portray that yo

eed of being woken up. The third evokes yet another feeling of comfort.

So, why did Starbucks make it so huge? Well, it wasn’t solely in their name. They are an excellent example of a brand and providing an experience that was carefully constructed to resonate with the customer. I’ll do a post or two on branding later. But the Starbucks name fit well with the brand they created. It’s a more upscale sounding name which struck a cord with their target consumer. Now Starbucks has become the definition of coffee for a lot of people. People now say “I want a Starbucks” not “I want a coffee.” I could go on and on about Starbucks. I love this brand and their coffee.

Other schools of thought on naming a business are built upon name recognition/reputation and stature. When I speak of recognition/reputation I’m talking about those people that may use a family name or their last name for a business. Ford for example put his stamp on his cars with his name. Another would be our law firm which uses the last names of four people who created the business. These people were likely prominent lawyers already with good reputations and it made sense to name their firm as such. When I say stature, this again goes back to the type of consumer you want to do business with or the feeling you are trying to convey to your potential customers. For example, the name Elite Accounting doesn’t necessarily portray that yo

tarbucks has become the definition of coffee for a lot of people. People now say “I want a Starbucks” not “I want a coffee.” I could go on and on about Starbucks. I love this brand and their coffee.

Other schools of thought on naming a business are built upon name recognition/reputation and stature. When I speak of recognition/reputation I’m talking about those people that may use a family name or their last name for a business. Ford for example put his stamp on his cars with his name. Another would be our law firm which uses the last names of four people who created the business. These people were likely prominent lawyers already with good reputations and it made sense to name their firm as such. When I say stature, this again goes back to the type of consumer you want to do business with or the feeling you are trying to convey to your potential customers. For example, the name Elite Accounting doesn’t necessarily portray that yo

s cars with his name. Another would be our law firm which uses the last names of four people who created the business. These people were likely prominent lawyers already with good reputations and it made sense to name their firm as such. When I say stature, this again goes back to the type of consumer you want to do business with or the feeling you are trying to convey to your potential customers. For example, the name Elite Accounting doesn’t necessarily portray that you will only do business with uppity people. It may mean that you consider yourself the best at what you do. On the other hand, it may also mean that because you are calling yourself Elite that not only are you the best at what you do, but that you offer a high level of service and therefore you may cost more that Budget Accounting place down the street.

When we chose the name JustBummin.com, we thought about the products we are working with…movies, video games, music and books. We also thought about the demographic that is most likely to use our end product. Being that these four entertainment choices are leisure activities and our audience will likely skew younger, it will hopefully resonate with a lot of people. Part of our goal was to also develop a name that was fun, could be remembered easily and that offered many opportunities.

These are just some ideas that may help get your juices flowing. For some, a name isn't real important to their business model, but for others, especially if your name will be your brand it is of vital importance. Think long and hard about whether or not your business name needs to reflect you, your business in terms of service and/or product, and whether or not is an important part of your brand. If it is, your prospective customers need to easily identify with it.