The Secret About Business Naming & Logo Design That Most Business Owners Don’t Know

I am going over the secret to business naming and logo design that most business owners don't know and how you can fix it to make sure that you can attract your ideal clients as easily and simply as possible.
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I’m so excited you are joining me today because I am going over the secret to business naming and logo design that most business owners don’t know and how you can fix it to make sure that you can attract your ideal clients as easily and simply as possible.

So here’s the thing. Whenever I do consulting on naming a business, the one thing I hear over and over and over again is “I don’t know how to choose a name that encapsulates everything I do”. Your name is never really ever seen or used in isolation. I mean you never put your business name on a scrap of white paper and hand it to someone and say, what do you think I do for a living? That doesn’t happen. So you can’t expect your name to carry all the heavy weight of explaining everything that you do. If you’re a health coach who specializes in nutrition, exercise, hormone balancing, and a whole bunch of stuff, you can’t choose a name like “Dynamic Nutrition Fitness and Hormone Balancing”. It’s just too much. You probably will be better served choosing something like “Dynamic Wellness”, which can encapsulate all that, but it doesn’t actually list out all the things. Much more concise.

What you should be hoping to do with the name itself is to make it simple enough and unique enough that you can build an entire brand around it that will be supportive for you in the future. You don’t want to niche yourself so tightly with a name that you can’t pivot and change who you serve with that same business. So if you are in the wellness industry and you go with Lotus Goddess Health Coach, you’re never going to be able to use that name and pivot to a slightly different audience because it is so tightly niched. If you keep it just a little bit simpler, then what you can do is use all the other supporting pieces of your brand, like photography and copywriting to create that feeling, that vibe. That way you can release yourself from that in the future if you don’t think that that vibe is serving you anymore or you just want something new and you can actually still keep the name that you’ve worked so hard to brand by just changing the supporting things around it.

One caveat I will add here is that there’s difference between a brand name and a product name. So while you could have a good, simple brand name; you can very tightly niche a product name. If you’re going to have a brand name of “Dynamic Wellness” and the product that you offer is the “Lotus Goddess Health Challenge”, which is a super tightly niched name. And I think honestly that may help you in the marketplace that you’re trying to target with. That specific product allows you to get super niched and super specific to an ideal client, which will help you stand out in the marketplace.

So that’s one piece of it. The name is one part, but then the second part of it is the logo because sometimes, I’ll work with people and they’re like, “well, I’m a real estate agent so therefore I need to have a logo that has a little house so the people know that I sell houses”.

And have you seen the number of real estate agents that have a logo that has a house on it? I mean there’s nothing unique or unexpected about that at all. Which makes it really difficult to differentiate yourself in the marketplace. And then B, you really don’t need to have the logo tell people what you do with the logo mark itself. That’s not necessary because, just like with your business name, your logo is never seen in isolation. You always have supporting pieces with it. You have taglines and headlines and copywriting and bullet points and photography and colors and textures and all these things that help support the logo design itself so that it doesn’t have to do all that heavy lifting.

And that’s why when I do branding processes with my clients, I’ve stopped just presenting the logo by itself. I always present the entire brand in context. So I’ll make some sort of a piece, whether it’s a business card or homepage mockup or something like that where you can kind of get a feel for how the entire brand would be used in real life because that’s the sort of thing that actually helps you make good decisions. Like, does this give me the right feeling? Because that’s really what a logo and a name and branding is all about. By evoking an emotion and a response in people that helps them understand who you are, but it also helps them identify towards something that they’re desiring.

Those are my two things that I really would like for you to kind of reconsider a little bit when it comes to naming and logo design. You know, you just really don’t need to have a name that is the be-all-end-all, get all the words in that describe what you do. And you don’t need to have a logo that visually represents concretely what you do either.

So hopefully that was helpful. And if you have questions about whether or not your logo fits the bill or your business name fits the bill, feel free to send me a DM on Instagram and let’s chat about it. I’m also happy to do assessments over Zoom where we can kind of unpack and look at what you’re doing and see if I have any suggestions for you and I’m more than willing to help and serve in any way that I can.

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