Not quite ready to get going on my own just yet, but, what is the best way to determine the name of your business?

Is naming the company after yourself (like Ron's Electric) better than say, something like Thunder Volt Electric?

I guess what I'd really like to know is, in your opinion, do people remember business names more easily than personal names?

And... do you have any suggestions for a business name?

I chose the name Able Electric because it's first in the yellow pages/phone book. It's also the name of one of my favourite mountains that I hike/ski. There's alot to a name, make sure it works for you and you feel like it works when you introduce yourself to someone as so and so from xyz co. practice it with wach name you think about.
my 2 cents.

Claude Hopkins spent the early part of the 1900's documenting questions exactly of this sort. ("My Life in Advertising / Scientific Advertising")

The most effective names both identified the product, as wellas had a 'personality' folks could latch on to. I guess an imaginary ranking of names might be something like this (from best to worst):

Bob Smith Electric
Localtown Electric
Best Electric
Acme Electric
XYZ Enterprises

The name ought to have a person behind it, and not be some sort of anonymous corporation. It ought to identify what you do. It ought to identify you to your target customers.

Look at it this way: If you have a broken light switch, would you be inclined to call "Joe's Local Light Switch Repair" or "XYZ Enterprises?"

A name can attract, or deter certain customers. If you want to focus on service changes, "New Fusebox Electric" might attract business. On the other hand, "Commercial Electric" is likely to deter residential customers.

Click on the link below and go to page 18.
http://thesuccessfulcontractor.com/PDF/04_SPRING.PDF

and unless you want to target tire kickers and cheapskates, avoid:

budget
economy
affordable
etc.

A-Line, that is a very interesting magazine! Thanks for the link.

I do note that some of the "branding" advice given varies somewhat from that of Mr. Hopkins. Fair enough; that's what this forum is all about.

Choosing a name also helps you focus on your business model.
If it is your goal to go "nationwide," with countless franchises, then "Bob Jones Easyborough Electric" would probably not have much value to it.
Likewise, "Overnight Delivery" is a bad choice, if you are not able to deliver as promised.

Sidney Biddle Barrows, in her book "The Mayflower Madam," discusses at some length her business concepts. It was her opinion that a name ought to be short, easy to remember, and convey a positive impression. So, in her case, she chose to call her business "Cachet;" it worked much better for her than, say, "Economy Escorts" or "Rent-A-Wench" might have That is, she felt the name helped attract customers who were willing to pay a premium ... which she 'justified' by providing a 'better product' than the competition.
(That's one book you really ought to have on your shelf!)

Having your name is best. You become a real person to the customer, someone with a reputation for square shooting and getting things done. It's all about YOU, it's not about boxes and wire. A happy side benefit is people will write checks to you, checks that are easily cashed and easily forgotten. Not like checks written out to a business, those must be accounted for carefully.

the downside to 1000BaseT's advice:

you hire people, but all the customers want you, not your employees

the IRS learns your name

Oh, the IRS knows your name regardless of what your businesses name is.

Here's a list of the 50 biggest electrical contractors in the universe:
http://ecmweb.com/top_50/

Notice how many of these companies simply use the owner's name.

I'm glad I have a business name now.

I found some would-be customers and suppliers doubt your credibility when operating under your own name.

And notice how many do not.

I happen to be employed by number 27 on the list.

Once you decide on a name check the rules in your area, here if I want to run a business called 'Speedy electric' I would have to have the name on my license changed to speedy electric.

If you call a small Biz Bob Jones Electric I would figure most calling would ask to speek to Bob. Many phone calls to a new business are telemarketers. Those people try to figure out who's in charge then they sell that information to others. How do I know. One time I gave a fake owners name to an insurance salesman. Still years later I get phone calls and mail addresed to that person. Would a new customer want to speek only to Bob? Will the customer want Bob doing the work? If some day you sell this company will someone want a biz with someone elces name.

I also found this:
In certain types of professions such as the medical, legal and accounting professions, your state will have regulations about using individual names in your business name. States will require that the individual whose name (or last name) is used be licensed by the state in that profession.


If you use your name in your business’s name, the general public will associate your name with your business, good or bad. For example, let us assume that your name is Jim Goodwin and you own a bar named Jim Goodwin’s Pub. If the pub gets a bad reputation or runs into legal trouble, your name will be associated with that reputation.

Reguardless what name you want you need to do a search with the Secritary of State for corporations using that name or simular. Beware of having the name too close to a different companys unless you enjoy wrong numbers. I can tell you the name and location of every business that's simular to mine and some are far away. Such as if you call yourself Bob Jones Electric and there is a Bob Jones Painting I can tell you people will call 411 and ask for a biz in your state called Bob Jones. Both Bobs will get wrong numbers and may loose customers looking to find the right Bob.

Around here a biz could be listed only at the county leval as DBA (doing business as). I would check at the county leval to see if the name is available.

Before you go too far checking a name just go online and type in your wanted name & state in some of those online yellow page searches. I bet a lot of your first choices are used. If it starts with a popular city, or an "A" that's a positive verb you may be too late.

Having your own name for the business would depend on how much "separation" you want from the business. I chose a business name different from my own only because I didn't want customers calling my personal phone number after hours, although it still occaisionally happens.

Consider recent successful well-branded names like "Geek Squad". You see them on the road, and you remember their name. McDonalds did it with the golden arches, which were originally very tall and could be seen for blocks.

If you want to be good at marketing, just watch what the successful companies are doing in marketing and branding. Everyone knows the name Coke, but they still have major advertising everywhere. You don't see Coke on a little magnetic sign on a white or red van, but you see a lot of contractors with little magnetic signs on a white or red van.

Dave

Active 1, that's a very well thought out answer, I'd like to add one thing to it:

When deciding on a business name, these days you must also see if the corresponding Internet Domain name is available. I consider this step as important as the others.


Edited for spelling.
[This message has been edited by 1000BaseT (edited 01-13-2007).]

[This message has been edited by 1000BaseT (edited 01-13-2007).]

(Family Name) Electric, has worked for 38 years now, and has had the added advantage of associating a person and his integrity with the work we do. I say we because it is a family business. I don’t even have a listing in the yellow pages, nor do I want one. 100% of our business is referral and repeat business.

If you do good work, for the right price you will have all the business you can stand no matter what you call yourself, but personalizing it with your name does say something.

On a side note, there is a guy here in town with a really bad reputation among the local GCs and interestingly enough he does not use his name for his business and even restructures his business with a new name ever couple of years or so.

If you ever plan on selling your business, I wouldn't recommend naming it after yourself. It all depends on your goals.

The new guy may run down the reputation (and your name). Every time you see a truck go buy with your name on it you'll feel sick.

I knew of a case where this happened. The original owner's son who lived in the same town had to continually tell everybody that he has nothing to do with the business. Not much of a legacy to leave.

Thank you all for your responses and input. I have read each reply and have even taken notes. I am in the middle of reading 'Markup & Profit' by Michael Stone and I feel like my head is about to explode with all of the information provided both here and in the book. Going into business for myself sure isn't what I thought it was going to be but I feel at this point I have no other choice. Well, I know I have a choice, but this is definitely something I want to try and be successful at.

Thanks!

--Ron

A small story to show the import of a name...

A real estate speculator bought a property, right off a freeway ramp, that had storage units for rent. There was a very visible sign saying "Private Storage."

The units had little business. One day, a customer stopped in, and asked "Would you consider renting to the public?"

Aha! Name changed to "Public Storage" ... and a chain was born.

The moral of the story is: what counts is the meaning the name has to the customer.

Thanks Reno. I'm still learning the importance of a name. I hope the advice from professional business owners such as yourself will go a long way.

Ron: (Shock)
When you have an 'idea' for a name, don't get attached to it until you check with Union County, and the Board!

Personally, I have a business name. I choose not to do the "John Arendt, Electrical Contracting" I was a 'dba' and went LLC on advice from my attorney and accountant.

As I mentioned (class & here) being in business for yourself is a lot more than doing the physical work. It's a great trade, it's a lot of work, and 'start-up' can be a bitxx.

Check with LK also for insight, and you can call me, or e-mail.

Stay safe

John

I live in a Southern, rural area. My name is definitely unlike all the others here. It is hard to pronounce for most people and just doesn't sound right to some locals. So I took my wife's advice and call my business On Call Electrical Services. I am grateful when someone calls on weekends or at night, I need the business.

I named my business after a small town on the Island I live on that I figured I would never move away from (town, not Island). Then I met my future bride and she had other ideas about living way out there in the boonies. I live on the opposite side of the same Island now with the original name for my company. It makes advertizing for service work damn near impossible. Choose carefully. (name, and wife). By the way, I just love my newer location now that its been 17 years. Wife worked out real good too.