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Marketing / Business branding

Choosing a business name and image

Getting the right business name and creating a strong image are central to your success as a soloist. Here's how you can get it right from day one.

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What’s in a name?

Think about the last time you named a child or a pet – how many days and nights did you agonise over choosing just the right name? Think of all the baby name books, the names that jumped out at you while watching TV or listening to the radio. How they sounded when you said them out loud.

A lot of time and effort was spent in coming up with just the right name because you knew that you’d have to live with your decision. Choosing a name for your solo business and the product or service you sell can be just as difficult.

A good name portrays personality, stands out in the crowd and is memorable. A great name is one that is easy to spell, pronounce or remember and tells the consumer what you do. A perfect example is Toys R Us. Everyone instantly knows what the company sells.

Image with impact

Inventing or reinventing a brand can take many forms – new packaging design, advertising, sometimes a whole new personality. The key is to make sure all of those elements work together and portray the same image. Find that one look or message that describes your business and stick with it. Use the same colour scheme, fonts and design on all your communication materials – business cards, letterheads, brochures, web site and newsletters.

"Inventing or reinventing a brand can take many forms – new packaging design, advertising, sometimes a whole new personality."

Branding is more than just a pretty cover, it’s about the total customer experience. Your brand needs to have some impact to help you generate leads, make sales and develop new relationships with your clients. You want your business to leave an impression on your customers, your suppliers and the public at large.

But you still need to have accountability. You need to follow through with great customer service, quality of management and products and services. Make sure customers are happy with the end product and the service you provide. Be vigilant with every contact you have with your clients and help build the overall company brand and image.

Want more articles like this? Check out the business branding section.

Image and you

What about personal image? There is no doubt that personal presentation plays a big part in succeeding in your career and business operations. They say that 67% of first impressions are accurate. What sort of first impression are you making?

Take some time to do a bit of self-analysis and look at plus and minus personality traits. Things like sloppy dress and bad manners can be your worst enemy. We invest a lot of time, money and effort into our businesses or upgrading our skills for the job, why not invest a bit of effort into ourselves?

We’re worth it!

One final point to remember: you can’t live on branding and image alone. Public Relations – relationships – are still the key to successful business practice so ensure you continue to communicate consistently with your customers and clients.

Sue Currie

is the managing director of Sue Currie Communications, a company providing successful solutions to businesses, organisations and independent professionals on enhancing image, reputation and brand.

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