Every Decision You Make—Starting With Your Company Name—Matters

Posted by: Steve Brown

Why do business owners often miss the mark when naming their companies?

Because they don’t look for the long-term outcome of where they’re going. They don’t name their company in a way that makes it easy for people to understand what they do. In short, they aren’t thinking about where they want to be 5, 10, 20 years from now.

Recently, speaker and bestselling author Christopher Kai and I had an insightful conversation on his podcast, The Gifters: Your Story is a Gift to the World, about considering your desired outcomes when you’re making business decisions. Decisions that start with your company name and don’t end until you decide to sell or retire.

And the best way to make those decisions impactful is to know where you’re headed, to use strategies rather than tactics, and to set yourself up on a strong foundation.

Getting Your Story Straight

If it takes five to seven impressions for someone to remember your brand, your messaging must be clear right from the start. That means everything—starting with your company name—must be easy to understand and work within a larger system that takes your business in the direction of your choosing.

You want to end up at a certain point on the horizon.

But if you aren’t clear about where that is, what your long-term goals are, how you want to grow and scale your business, you’re not going to end up there—not even close.

For example, do you want to sell your company someday? What if it shares your own name? Are you going to sell the rights to your name along with it or would you rather name your company something simple, easy to understand, and that moves the needle for you without extra effort?

Stop focusing solely on where your business stands at the moment and start seeing those opportunities on the horizon.

The Golden Toilet Way

Survival is a matter of navigating an already crowded landscape stealing away the attention of your customers. The only way to get them to pay attention to what you’re doing instead is to tell them about the solutions you provide using stories (so they actually listen).

That means getting clear about what you do, who you help, and how you help them—and communicating that the same way every time.

It means seeing your business as a system and implementing strategic solutions rather than one-off tactics.

And, it means knowing where you’re headed so you can make decisions effectively, starting with your company name and continuing on for the life of your business.

Get yourself a copy of my book, The Golden Toilet: Stop Flushing Your Marketing Budget Into Your Website and Build a System that Grows Your Business, to learn how to do all this and more.