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  • Writer's pictureDr Raewyn Sleeman

The Costly Mistake in Your Business Name: How to Fix It and Attract More Customers

Updated: Oct 18, 2023



Let's talk about a mistake that's costing small business owners time, money, and potential customers: choosing a business name that doesn't do the heavy lifting for you.


You might think Apple is a great example of a name that has nothing to do with what the company offers. But let's get real—Apple started when there was hardly any competition. Most small businesses today are up against thousands, if not millions, of competitors.


1. Your Name Should Say What You Do


The simple truth is, if your business name doesn't explain what you offer, you're making life harder for yourself. Especially if you're like most small business owners who don't want to spend a dime on advertising.


2. Don't Get Lost in the Logo


The same goes for your logo. If it's a mishmash of images that reflect everything you hold dear, it's going to confuse people. Your logo should complement your business name in telling people exactly what you offer.


3. If You Have to Explain, You've Already Lost


If someone looks at your business name and logo and still has to ask what you do, you're starting off on the wrong foot. You've already lost precious seconds you could have used to sell them on your product or service.


4. It's Not Too Late to Change


If you're stuck with a name that's doing you no favors, don't worry. You can use a 'trading as' name to keep your legal business name intact while presenting a more market-friendly name to the world. No need for extra fees or a legal maze.


5. Separate Yourself from the Business Name


This might be hard to hear, but your business name isn't about you; it's about getting customers through the door. So, take a step back and choose a name that makes it crystal clear what you're offering.


Conclusion


Your business name and logo aren't just a personal expression; they're tools to help you attract customers. So, let's get practical.


Choose a name that tells people what you do, and you'll be one step closer to beating out those thousands of competitors.


 


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