What's in a Name?

Five business owners share their reasons behind their chosen business names.

^{This look at the chosen business name of five small/home-based business owners all appeared in the March 1995 issue of The INK Spot magazine.}

1. Alphabetically
   I wanted a name that would be at the beginning of an alpha listing, whether it's in a phone book or whatever. Interestingly enough, it's been brought to my attention that some people don't trust businesses with names starting with A-1, AAA, etc. Well, it's been working for me! — Judy Madnick, A-1 Office Assistance, Albany, New York

2. Unique Feature
   When I first started my business we upgraded my state-of-the-art Epson MX85 to an FX85 (near letter quality) and thought that would be enough. We learned we could not be serious until we bought a Daisy Wheel which was then accepted as the quality printer.

   Husband Paul, having an eye for the future found a good buy on the first generation Laser Printer and boy did we pay compared to today. It just seemed more cost effective to buy the Laser than a soon to be obsolete Daisy Wheel, and the higher resolution dot matrix printers which were nearly as much.

   My system became among the first home busines systems to have a Laser Printer. It just seemed right at the time for the printer type to be included in my business name and I should use my given name, Ann, to give myself a better position in the Yellow Pages.

   Now that the printer is old, updated as far as it can go to a PostScript which we learned will never be supported by OS2,a and everyone seems to have a Laser, the name does not make as much snese but has made a name for itself and my client's would miss it so I keep it. — E. Ann Hinman, Ann's Laser, Edmonton, Alberta

3. Problem Solving
   When I first started typing, but didn't consider it a business yet, as I would talk to clients I kept hearing myself say, "OK, that's no problem." "Sure that wouldn't be a problem." After I realized that, I came up with a slogan. On the top of my business card is the question "You Need It When?!" followed by my business name: No Problem Word Processing. — Susan Noble, No Problem Word Processing

4. Unusual
   I named my proofreading and copyediting company Papyrus & Silicon because I was planning to target literary publishers, and I felt they'd be attracted to the creative and unusual name. It breaks a lot of the rules, but to this day, even though I don't have a single literary publisher as a client, the name is often what gets people to call. Even when they don't know what it means. — Elizabeth M. Jay, Papyrus & Silicon, New York

5. Personal Touch
   A few years ago when I started my biz, I remember reading tons of advice on choosing an appropriate name. Does it tell the world what you do? Is it too limiting? Will it be listed near the top of YP ads? etc.

   So, what did I do? Threw it all to the winds and choose "Call Rosemary!" instead! I could visualize overwraught execs, eyes glazed and brows sweaty, staring at a deadline they knew was impossible to meet, shouting... CALL ROSEMARY!

   I had already decided to market my services in person or through referrals, rather than publicly (YP, newspapers, etc.) and felt the brief listing of services on my biz card (and more detailed listing in my brochure) would take care of any questions. So far, so good. — Rosemary Bradford, Call Rosemary!, Phoenix, Arizona

Trying to come up with a creative name for your own design business? Use these tips and brainstorming help.

^{Freelance Design > Start a Business > Business Names > 5 Business-Naming Techniques}