Читать книгу Start & Run a Graphic Design Business - Michael Huggins - Страница 63

Your business name is how you will be identified. It’s how people and businesses will distinguish you from all your other competitors. Your name becomes your brand “container” for your business. Whatever impressions people receive from your business, they will attach them to your name.

You should put thought into creating a name that matches the image you want to portray rather than just choosing any old name. Having a name that doesn’t connect with your audience (or worse, is too close to a competitor) could seriously affect the growth of your business right from the start.

Developing a business name can potentially be a big stress point for many designers. It was for me. You want to make sure that you select a name that will contribute to the success of your firm, not work against it. Here are some questions to consider when naming your business:

• Should your business name be focused around you (e.g., Michael Huggins Design)?

• Should you make it about you but imply you are more than one person (e.g., Michael Huggins & Associates)?

• Should your name be about a generic or fictitious person (e.g., The Design Guy)?

• Should your name be focused on what you deliver as a final product (e.g., The Website Design Company)?

• Should you have a purely creative or fictitious name (e.g., Mindwalk)?

• Should you have a creative name that explains what you do (e.g., Mindwalk Design)?

• Should you have a creative name that explains and qualifies what you do (e.g., Mindwalk Design — B2B Design Solutions)?

This is a lot to think about. At first, you may not be sure what direction is best for you so you might be tempted to not do business until you’ve got your name figured out. You shouldn’t let your business name stop you from doing work now. The most important thing you can do for your business is to get started on creating work and getting paid. Some designers don’t get started in their business until they have that “perfect name.” Don’t worry if you’re not sure what type of name to select at the beginning, naming your business can happen as you continue to do the work.