What’s In a Business Name?

To quote Shakespeare, “What’s in a name?” Is it really that important to have a great name for your business? According to Billy Shake, the name isn’t nearly as important as many would think. Much like Juliet didn’t care about Romeo’s last name, consumers are more interested in your product or service than in your name. In business, the customer’s satisfaction makes the name.


As we mentioned in a recent post about ugly logos, it also isn’t that important that you nail the name of your business. There are plenty of businesses that have been successful with silly, obscure, or generic names. Think of all the sodas in the world. How many of them make sense in any fashion? Coke, Pepsi, Sprite? Those words don’t mean anything. Think of famous candy bars. Twix, Snickers, Rolos? There’s even a candy bar where it seems the whole band of Hershey marketing gurus threw in the towel trying to come up with a name. Of course, we’re talking about the Whatchamacallit. Then there are businesses here in Houston that are entirely generic, yet successful. Here are just some examples:

  • Lons Star
  • Southern
  • Northern
  • ACME
  • EZ

Those generic names get attached to so many different industries, like safes, uniforms, mechanics, repair companies, and the list goes on. Many of them do quite well. Why? Because it isn’t about the name of their business, it’s how their product or service represent that name.


There are plenty of positives that come with a good business name. One of those positives is recognizability. A name that is easy to recognize and spell has various benefits, especially in today’s technological age. One of the last things you want to do is put your business behind the 8 ball with a bad name. Some names are hard to remember, too long, or simply annoying. These types of names can be difficult for potential customers to search for in Google or Bing search engines. Being clever is a good trait, but being clever with your business name is sometimes a decision that can hinder your company. Taking a word or name and misspelling it on purpose to make it look cool can have its fallout, especially if you go too wild. In some cases, establishing a difficult name is almost unavoidable, but this is typically in regards to namesakes. Entrepreneurs often like to use their last name as their business name. That’s not a bad idea, but always understand the problems that could arise if your last name has about six or seven syllables.


Having a good name and a good logo can truly benefit your business. At INFINI Marketing, we can help make the most of these two branding decisions. Even if you have a terrible business name or logo, it isn’t the end of the business world. Contact our marketing firm and we can guide you through the process of putting your name out to your customer base.