Do’s and Don’ts of Naming Your Salon

Thinking of rebranding your company? Or, have you taken over a salon that hasn’t updated its image in a couple decades? If the answer to any of these questions is “yes,” it’s time to rebrand your business for success. The first thing to look at is the salon name.

A lot rides on your business name. You want it to be everything. Sadly, many business names are nothing. Deciding on a great business name takes time and thought. Moreover, getting it wrong could spell disaster for your business. Getting it right, however, will give customers a reason to visit you, connect you to your market and save you thousands of marketing dollars.

This is a task that requires striking a delicate balance. A name that's too far out may make it difficult to brand. A name that's too generic is easily ignored. Naming your business "Sally’s Tanning Salon" makes all the sense in the world to you. But in most cases, your own name means very little to your customers because it says nothing of distinction about your business.

The key to picking a great name for your business is to make it memorable, not silly or cute. Your name should reflect your market niche and identity, and be able to reach your customer base easily.

 Here are the top five characteristics of a great business name:

1. It's short.

2. It's specific and reflects a specialized business: Jiffy Lube, Home Depot.

3. It's unique. Consider using words that are not in the dictionary: Alkamae, Google, Squidoo.

4. It's creative. Don't copy, borrow, or modify existing famous brand names. Got Milk? has its own branding.

5. It's easy to say, spell and remember. Use proper English construction so that when put in a sentence, it will work: "I just purchased a book from Amazon."

Conversely, here are five popular business-naming trends to avoid:

1. Don't abbreviate your business name. Though it may make communication and correspondence easier, acronyms are sterile.

2. Avoid anything that ends in "global" or “enterprise;" they're passé.

3. Avoid using your own name. Build your brand on your company, not on your name. That way, if you decide to sell your company one day, it will be easier.

4. Don't hyphenate your business name. It makes remembering and writing it difficult. Plus, a hyphenated Web site URL is hard to read.

5. Avoid geographical names unless you're trying to create a strong local affinity. The name "Willow Oak Center for Arts and Learning at Robertson County" works because this is a business targeted specifically for Robertson County in Tennessee.

Once you've found your name, consider trademarking it through the U.S. Patent and Trademark Office and registering it through the Secretary of State offices. If your business operates on the Internet, be aware that domain names are not registered through state or local government, so just registering them at domain registration sites is not enough to protect your great business name.

There is more to naming your business than just coming up with something that sounds clever or that you just happen to like. Your business name reflects your brand and your position in the marketplace. Because your business name is crucial to your overall branding success and marketing efforts, make your business name count.

Small-business start-up coach, consultant and author, Susan L. Reid, DMA, takes the fear out of starting up businesses by providing value, inspiration, and direction to entrepreneurial women transforming lives and making a difference in the world. For more on Reid, visit www.alkamae.com.

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Making A Mark: An Introduction To Trademarks