You should like your Brand’s Name - And so should your Customers
Most companies put quite a bit of thought into what their brand name will be. If the business succeeds, the name will represent more than just the company. Thoughts, feelings, images, and ideas will all be associated with that name, and selecting something both unique and representative of your business can be tricky. Fortunately, there are several ways to inspire a brand name.
For small startups that want to maintain their modest size, a brand name that incorporates the company’s location can be a good option. Problems arise when the company chooses to grow past the borders of the city, region, or even country in the brand name. Customers may be confused as to where you’re located or which places you serve, though your origins will always be clear. If you do choose a brand name of the sort, be sure your business remains small and controlled.
Branding your company with your surname, and perhaps integrating a family connection, is a powerful way to stir emotions. However, there are many possible drawbacks to consider. Should the business be unsuccessful financially or legally, your name will be associated with that trouble for years, affecting your future relatives. On the other hand, business could run smoothly for decades, and then your family could express disinterest in taking over when you’ve retired, forcing you to leave the company to someone else.