The fact is, people respond to business names and job titles. Even when we try to get away from these sorts of labels, one of the first questions we tend to ask people whom we are meeting for the first time is “What do you do?” A business’ name or a person’s title helps us to organize and categorize things in our minds. And, for your customers–your business name or title will help them either remember you or make it challenging for them to get a handle on exactly what your business is all about.
When you are starting or operating your own business, you have some leeway over what title you give yourself or what you call your business. Some experts suggest keeping it simple and to the point, while others suggest you consider your field and what you are trying to achieve. I also think you have to consider who your competition is and how you hope to fit into your market niche. If you are a marketing consultant working to compete with some high-powered companies in your area–do you want to “run with the big dogs?” or set yourself apart by seeming more approachable and less corporate? Your name or title can help you do that.
I discovered when I started building my freelancing business that people were confused. In my mid-size West coast town, people had preconceived ideas about what a “writer” was and is–it seemed they expected Garrison Keeler or a newspaper reporter. While in reality I do a variety of writing work–including press releases and packets, journalism stories, grant writing, technical writing, web content, etc.–that’s just way too much to market to the average person. So, I tailor my marketing pitch to the person. I’ve found that saying that I am a “writer and public relations specialist” pretty much gets the point across simply and directly. Then, if people want to know more, I share some of my projects with them.
If you are operating a fairly accessible, understandable home business–say you are an accountant or housekeeper or do home day care, it may be more important that you name your business something that conveys your operation and sets you apart from the others in your area. (I.E. Busy Bee Day Care, Alice’s Cleaning Service, etc.) Whereas a consultant or freelancer will need to come up with a job title that says what he or she does–and still fits on a business card. The most impressive-sounding title may not be the one that actually brings in the business–or it might. It may just take a little experimenting and market research to find the best name or title for your business efforts.