If you use the name of the city in which you do business in your business name, are you differentiating the business?

Not likely.

Yet how many businesses are named after their location?  Just look in your city's telephone directory under your city's name. Out of all those businesses, what business stands out?

Not even one. Because they all begin with the city name, there's no differentiation.

The same problem exists when you name after a larger area in which the business is located (Twin-Cities, Ohio, Ozark, etc.)... or when you name after a local nick-name (Broncos, Queen City, Mile-High - all Denver references)...or when you adopt a local landmark familiar to all (Clear Creek, Pikes Peak, Platte).

However, if your business relies on walk-in traffic, and you plan on having only one location, naming it with a specific location or landmark may be helpful, both as a memorable name and as a location-finder. After all, how many "Pearl Street Deli"s or "Sloan's Lake Nurseriy"s can there be?

But as a rule of thumb, I'd suggest not naming your company with local geographic references. You'll just be joining a crowd.

Martin Jelsema

martin@signaturestrategies.com

Martin Jelsema

www.signaturestrategies.com