Issue link: https://docs.hic.us/i/403552
The Name Should Be Memorable It doesn't have to be long, or fancy, just easy to remember. Ideally, it should stick in someone's mind forever after being heard or read just one time. My personal favorite (besides my own business name) is Wicked Stitch Of The West. I saw that name in a magazine several years ago, and have never forgotten it. Avoid Long Names Sometimes they are OK, but usually people have a hard time remembering a long name. For example, our name is Cape Fear Embroidery Works, Inc. People do tend to remember it, but only the Cape Fear part. Embroidery Works, Inc. is usually forgotten pretty quickly. Another point to remember is that long names are hard to fit on banners, signs, stationary, and business cards, not to mention caps and shirts. Your Name Should Reflect What You Do There are too many names that don't offer a clue as to what the business is all about. Names such as Mary Anne's, Creative Designs, Great Ideas, etc. might sound interesting, but they don't offer much insight into what the company does. Now this doesn't mean that you should forget a really creative name simply because it doesn't use the words embroidery or monogramming. Instead, you should consider adding a subtitle to make the name more descriptive. For example, with Creative Designs, consider adding Embroidery Specialist as a subtitle so that you end up with Creative Designs-Embroidery Specialist. Also, be aware of names that are descriptive but not very specific, such as The Stitchery. A name like this will probably yield a lot requests for alterations and custom sewing. Once again, consider a subtitle for clarification. Avoid Names With Hidden Meanings While you might enjoy a name that has a hidden meaning, or is a cute pun, it may backfire on you. If the general public doesn't easily pick up on the special significance, then you've probably wasted your time. Choose A Name That Is Appeal To Your Target Market In the world of business, flashy, creative names are usually associated with smaller, retail operations while larger service-oriented firms tend to have low- key, conservative names. This applies to the embroidery industry as well. If you are primarily a retail operation, then you should consider a "cutesy" or creative type of name. Names such as Letter Perfect, Monogram Magic, Stitch N Time, etc., would all fall under this category. If your business is concentrated more towards wholesale and/or corporate accounts, then you should consider a slightly more conservative name such as Image Apparel, or Logo Works. Finally, if your company specializes in large contract embroidery orders, then you can probably stick with a basic name such as The Embroidery Company. www.hsi.us care@hsi.us 27