Top Mistakes When Naming Your Company - Page 7

Take Your Time And Think

Mike Harper of Huntington Beach, CA, bought a thirty-year old janitorial and building maintenance company named Regency. We both agreed it sounded more like a downtown movie theatre than a progressive facilities management firm. After a thorough naming search, we developed the name Spruce Facilities Management. Spruce not only conveyed the environmentally friendly image of a spruce tree, (something important to the client), it also meant "to clean up". The new tag line fell right in place - Spruce... "The Everclean Company".

It's only a matter of time before Southwest Airlines and Burlington Coat Factory and others who have successfully outgrown their original markets begin to question their positioning. Much like 3M and KFC, they may need to make a change to keep pace with their growth and image.

In the fever to start your new business or expand a current one, take time to think through some of these issues. According to the late Henry Ford, "Thinking is the hardest work there is, which is probably the reason why so few engage in it". Albert Einstein took it one step further claiming, "Imagination is more important than knowledge". By tapping into your creativity and avoiding these potential pitfalls, you'll be able to create a name that works both short and long term - one that allows for future growth. Like the original cornerstone of a building, it will support upward expansion as your company reaches new heights.

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