As I mentioned earlier, names are important. Whether it is your company name or a product name, what you call it will create an impression on your customers. Having said that, it takes more than a name to create and build a business.
At least once a week, I pass by a retail store that sells bar stools, chair, area rugs and accessories. It’s called “The Stool House”. When I first spotted the store, I thought the name was a rather descriptive, if unimaginative. It was on my second trip past the store that I noticed the logo — an outhouse. Now that put a completely different spin on things. With the logo, the play on words makes the name more memorable, but it just doesn’t sit well with me.
Some good friends of mine own a similar specialty furniture business. The store started out selling dinette sets and recliners, and now includes bar stools, bisto tables and other casual furniture. The name — “Dine & Recline” — reflects their origins, but still fits their expanded product line.
While these names have their merits and faults, it would be inappropriate to predict success or failure based solely on the name. A good product mix and excellent customer service have created a solid reputation for both these companies. Both have been around for more than 25 years, so they must be doing something right!
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