Naming Your Business

Early on, a friend who owned a business said something that stuck with me. “Get a name and put it on everything.” If I was going to put the name of my business on everything, I knew I had to decide exactly what I wanted in a name.

When I came up with KleenSlate, I knew it was right. I was starting over, changing careers at mid-life, so the name was relevant to me personally. At the same time, the world was moving away from chalkboards toward whiteboards. I felt like the old term for chalkboards—slates—fit once again, and using it as my company name could help bring it back into fashion. I changed the spelling of clean because I thought the misspelling signified the need for erasers. I was having the time of my life and when I said KleenSlate, it made me smile. “This is good,” I thought. “When I tell people about my product, I will always smile.”

Since then I’ve read what experts on branding have to say about choosing a name for a small business. It boils down to 4 essential considerations. Choose a name that:

• is easy to spell and pronounce,
• describes what you do
• distinguishes you from others
• will bring you business.

By carefully thinking about a name for my business that related to well to both my invention and myself, I also managed to stick to these rules. I love the name of my business; it still makes me smile.

What are your questions or thoughts about naming your business?