Melbourne Business Center (Photo credit: Wikipedia)
For those of you who have ever named a business you may agree that if can be a very difficult thing to do. The company name is a key component of your brand, so you want it to be authentically representative what the business is offering. You want it to be original and clever enough to be memorable for your audience. And practically speaking, it needs to be available for corporate registration.I registered Straight Shooter as a business around ten years ago. My husband and I had just moved from Sydney to Melbourne with our 7 month old, first-born son. Starting a consulting business seemed like an obvious option for me. I felt I had the knowledge and the confidence to work with clients and began ticking off all the tasks required to start a small business.
Deciding on the name was the hardest task. Because the consultancy was all based around me and my experience, it was really important to get a name that reflected who I am and what I stand for. It took a few weeks of discussion. Over this time I did all the things I now recommend to clients.
I thought about my skills to come with a list of words to describe myself. I considered what I wanted to achieve with the business and how I wanted to be perceived by potential clients. I added more and more words to the list.
For interests sake, I thought about Leah Taylor Consulting – an obvious choice yet one giving no actual indication of what my clients should expect. This name was discarded as I felt I could do better.
Straight Shooter was on the shortlist as it captured things about me which I perceive as valuable – and I hoped others would too:
• I am compulsively honest
• I am not afraid to share my opinions based on my experience
• I believe that simple solutions that get to the heart of a matter have more chance of succeeding than plans based on convoluted theory and rhetoric.
Armed with my shortlist of options I began to test market my ideas. I spoke to family members and friends to determine their ideas about me and how these might be translated into a business name. There is certainly a risk in approaching family for comments and criticism of your ideas and I’m sure some families can be worse in than others. Of course you need to be prepared to wait a few minutes as your nearest and dearest take the ‘give me’ opportunity to highlight your best and worst characteristics – sometimes in a not so constructive manner. But in the end you should break through to get heartfelt and valuable words and ideas from those who know you best. Thankfully my experience was positive and the feedback I received was useful.
Finally in a conversation with my older brother, the name of my business was decided when – unprompted by me – he said he thought I was a straight shooter. I trusted that his opinion matched my gut feel on the name. I felt sure enough to move forward. I held my breath until the final ASIC searches confirmed that the name was available and that the registration process could begin.
So I was all ready to roll with Straight Shooter Marketing and Communication Pty Ltd. Until I was offered a new in-house Marketing role that was too good to refuse and I rejoined the corporate world, shelving the consulting business indefinitely.
So ten years on from its instigation the Straight Shooter story continues. The intervening decade has taught me so much more about marketing and how it can be applied for different individuals and businesses. I have so much more to share now.
Whether you are just starting out in business or are decades into your career, I’d welcome the opportunity to talk with you about your story – and perhaps even tell you a little more of mine.
Life can take you where you least expect it, but it certainly makes the big picture story much less predictable.
What do you think of the name Straight Shooter? Leave your comments below.