What’s in a name

As I am just starting out I am looking at names. My first thought is to use geographic name that google can recognise. I see many vans running around with no websites just a phone number, I assume they don't have a website.

My first customers have come from leaflet drops where I made an offer and I have had a good response. I have used the name Rob's gardens. Customers often phone up and call me Rob straight away which is a good thing I suppose. However, to expand should I stick with Rob's Gardens or go for something more formal such as Kingston Gardens.

I expect to grow the business through a website/s where customers will come to me based on the website rather than responding to an offer on spec.

A memorable or amusing name is ok for vans etc but how much new business will that generate opposed to a website?

I also see the way different names affect the perception of where you are in the market.

Where I live there is a very diverse demographic in terms of wealth. I don't want to exclude myself from the more, shall I say upmarket customers because of the name I have chosen.

I know there is a lot more to it than that, customer service etc, but when starting out I think the choice of names is important.

If you do hope to win business through google, it is essential to choose a name which involves key words which your potential customers may use in searching for you. You will be giving your business a massive shot in the arm.

We used to be called Livingstone paving until one day we got a call from Living Stone in lincolnshire informing us that we were breaching thier trademark. We had registered our name of Livingstone at companies house but had no idea about trademarks at that time. In short we had to change our company name. We changed it to London Stone and we instantly started ranking in google because of the thousands of people who were using the word London in a search phrase for paving. Our business now employs 30 people and the rapid growth we have seen was in part down to changing our name

Replies

Wimbledon Gardens July 12, 2012 at 5:12pm

As I am just starting out I am looking at names. My first thought is to use geographic name that google can recognise. I see many vans running around with no websites just a phone number, I assume they don't have a website.

My first customers have come from leaflet drops where I made an offer and I have had a good response. I have used the name Rob's gardens. Customers often phone up and call me Rob straight away which is a good thing I suppose. However, to expand should I stick with Rob's Gardens or go for something more formal such as Kingston Gardens.

I expect to grow the business through a website/s where customers will come to me based on the website rather than responding to an offer on spec.

A memorable or amusing name is ok for vans etc but how much new business will that generate opposed to a website?

I also see the way different names affect the perception of where you are in the market.

Where I live there is a very diverse demographic in terms of wealth. I don't want to exclude myself from the more, shall I say upmarket customers because of the name I have chosen.

I know there is a lot more to it than that, customer service etc, but when starting out I think the choice of names is important.
Richard Thornton July 12, 2012 at 8:51pm

I've been trading as 'Richard the Gardener'for several years. As Robert says the 'Richard' bit is good in that I think it makes me more approachable, but, I have found that the 'the gardener' is rather limiting in that prospective customers seem to think that all I do is grass cutting and a bit of weeding!

So I have decided to change my business name to something which I hope reflects the range of services I offer.

Whilst I do have a website, and get a few enquiries from it, I have found the most effective advertising to be a sign written van, even if the woman at the petrol station finds it very amusing to ask me if my middle name is 'the'!
PRO

Brian www.mibservices.co.uk July 12, 2012 at 9:51pm

I think you need to choose a title that suits your market. If you wish to be looked upon as a full professional company and want retain your name as the company then use your full name plus " garden services or landscaping" or something of that ilk. Joe the gardener just invites low value work. It all fdepends on the market you service and more importantly, where you see your business in 5- 10 years from now. Knowing your market is a key factor in deciding.
Steve London Stone July 12, 2012 at 10:50pm

If you do hope to win business through google, it is essential to choose a name which involves key words which your potential customers may use in searching for you. You will be giving your business a massive shot in the arm.

We used to be called Livingstone paving until one day we got a call from Living Stone in lincolnshire informing us that we were breaching thier trademark. We had registered our name of Livingstone at companies house but had no idea about trademarks at that time. In short we had to change our company name. We changed it to London Stone and we instantly started ranking in google because of the thousands of people who were using the word London in a search phrase for paving. Our business now employs 30 people and the rapid growth we have seen was in part down to changing our name