I am often asked why I decided to name and more importantly, brand my marketing and public relations consulting business under just my own name instead of try to think of something catchy to name it. The short answer to this is quite simple, my name is my brand. I’ll expand a bit more on this in just a bit but first, let’s discuss different ways of thinking when it comes to naming and branding your organization.
There are many different ways to go about naming and branding your business or organization. Most importantly is a business name that tells exactly what you do. Let’s say you are an auto repair shop located in Poughkeepsie, NY. A good name might be Poughkeepsie Auto Repair. In this case your business’s name instantly tells potential customers what exactly you do and where you are located. Not a bad way to start your business. There is only one problem, at first glance nobody knows who owns Poughkeepsie Auto Repair at least now without further investigation. This presents a bit of a problem because what if you the owner, are very well known in the Poughkeepsie community. You’re known to be honest, hardworking, community minded and a good friend to many. Your great reputation is doing nothing for your business because no one knows you own it. So why not name your business Joe Smithfield’s Auto Repair? Utilizing this methodology again tells potential customers exactly what you but better than the previous example, your great reputation is now working for you since your name is incorporated into your business name. Now, I know this is not practical in all applications nor does it make sense for every business. What I am saying though is I feel that so many businesses try so hard to think of creative names for their business that they often overlook the simplest and many times strongest option, their name.
Chances are, the way you carry yourself personally is the way you run your business. How people see you personally is how they will see you professionally as you run your business. We all want people to view us in a positive light so why not leverage your personal reputation to help your business reputation? To me this school of thought far out ways any creative name I could think of for my business. I have a very good reputation personally and professionally. People in my professional network knew me as a very good and successful marketing and public relations professional. When I decided to start my consulting business I could have established it under a generic name such as Poughkeepsie Marketing and PR or Evolution Marketing and PR but neither of those names draws on my best asset, me and my reputation. Instead, I went with Mark Trocino, Inc. Marketing Communications and Public Relations. It tells exactly what I do and also leverages my personal brand and reputation which is really the product I am selling. So now anytime some one hears my name, whether I am introducing myself or someone else is talking about me, my name becomes an ad for my business.
Again, this is not to say every business or organization should be tied to a person’s name. In many cases that is impossible and in others a different name makes more sense. The point of this all is to make you stop and think about the process as you are going through it. You’ve worked hard to establish and maintain your reputation. There is no reason you shouldn’t use that to your advantage with your business. Your name is your strongest asset so why not use it?
A Little Bit About My Blog:
I write about a vast array of topics related to marketing, public relations, business development and business management. Sometimes the topic is very focused and my blog addresses very specific challenges with specific answers. While other times my blogs take a wider view of a topic or theory and are intended to make the reader think on a macro-level as opposed to providing specific answers. It’s like the proverb says: “Feed a fish to a hungry person you’ve fed them for a day. Teach them to fish you feed them for life.” The goal is not to give you the answers but to help you solve the challenges of your business through critical thinking. Either way, I hope my blogs elicit a reaction, good or bad. If good, we can compare notes and share stories of success. If bad, we can have a good old fashion debate. May the best debater win.