Getting your business noticed is critical.
A take-away food shop underneath our offices has changed hands for about the 4th time in sixteen- (16) months. It’s been a loser for every single owner.
The new owner will come in, as usual, and try to stamp his style on the business. With this take-away there are some good reasons to rename the business – but that’s not always the case, of course. If you buy McDonalds, then my advice is to to keep the name!
But what to call the new take-away?
In talking with some people, the general consensus was that the name of the business wasn’t really relevant as it was a simple takeaway.
The thinking was that people don’t choose a take-away based on the name. In fact, none of the people I spoke with were able to name the take-away shop closest to their home.
But my thinking is this……………..THE NAMING OF ANY BUSINESS IS ABSOLUTELY CRITICAL!!
And it’s critical because it will set the standard for what’s to come. It could be the biggest, the best and the boldest statement for the business and set it on the path to success.
The main thing you want the name to do is make a statement.
You want the name to stand out and say something about the business. It might be:
- a descriptive name,
- a name that reflects your positioning (such as a ‘groovy’ sounding name),
- a trade name
But your name must mean something to your customers. If it doesn’t, then you have missed a huge opportunity to make a connection with your market.
This is what I might call the take-away business:
“The new takeaway between the pizza place and the bakery!”
Descriptive, different and definitely delicious!
People are going to sit up and take notice of that! They might think it’s a strange name. They might think it’s a great name. Either way, that name will get their attention and they will remember it.
The next thing I might name the business is… nothing.
Well, not actually nothing. But I wouldn’t name the business. Let me explain…
What I would do is confer with the most important people in my business.
My customers could name the business!
I’d create a little competition – “Name this business!”
I’ll take two- (2) weeks to find a winner. Maybe everyone who comes into the shop can pop an entry into the barrel. Winner gets thirty- (30) free lunches.
And you know what I’ll have at the end of that two- (2) weeks:
- 1,000 or so customers who have contributed in some way to my business
- 1,000 or so names and address of previous customers
- 1,000 answers to the question: “Why did you choose to come into my take-away today?”
And then I’ll pick my winner (or put up a “Top 5 names” list in the shop and ask every customer to tick their favourite) and announce that on a huge banner outside my take-away.
And then I’ll send a postcard to the 1,000 or so entrants thanking them for entering, informing them of the winning name and inviting them to bring in the postcard for a free can of soft drink or coffee with any other purchase.
Now, not only do I have a name that will be great, but I have a relationship with 1,000 or so customers and all of those people know that my take-away is consultative, eager to please and just plain nice!
Like Arnie, “They’ll be back!”!
Because they’ll have a reason to return (to receive the freebie) and because they have a relationship with me and my shop. Sure, not everyone will return, but a higher than average % will.
Now isn’t that a better way to choose your new business name than just picking one that sounds nice?
Put much thought into your business name. It is critical to set just the right tone, to get across just the right message and to get the attention of your market.
Cheers
