Naming a Business: Brainstorming

The process of choosing a name for my new art/design business was so complex, I'm wondering if it's even possible to reconstruct it here. If you follow the path described here, you'll at least have a list of possibilities to brainstorm - or present to your family and friends. In the end, the name you choose will have to speak to you, whether or not your best friend or co-workers like it. 

In my last post I referenced a few Skillshare classes I'd taken. The worst class - in terms of polish and presentation - actually gave me the best direction. In Name Your Product in 60 Minutes, Sorin Amzu introduced me to the concept of mind mapping - a form of brainstorming. The object is to write down everything that comes to mind about a particular thing. Since I couldn't completely relate my quest to his presentation, I Googled the process and watched a few videos for clarification. One suggested using myself as an example, which I did in the map below. The only thing that keeps an exercise like this from continuing forever is running out of paper. There's much more to my awesome, complex self than listed here, but it was a great warm up. I'd like to continue it on a larger sheet. With more pictures. 

This exercise generated four additional, two sided sheets. One listed the characteristics of my target audience - my perfect customer (female, ages 25-55, college educated, art appreciator, loves house & home, decorating, nesting, bit of a DIYer, etc.) Another was covered with words to describe the characteristics of my product offering (abstract, colorful, sophisticated, artsy, floral, geometric, pattern, word art). A third focused on me - what I care about (humor, design, language, consciousness, spiritualism, law of attraction, seeking) Still another contained lengthy notes on branding - taken while watching the Skillshare classes - Branding Your Creative Business: Define Your Brand and Beyond the Logo: Crafting a Brand Identity.

Both instructors suggest beginning with a short brand mission statement - describe your business, what you offer, what you do. Virgin Airline's Richard Branson recommends using the 140 character Twitter template. As an example, my day job statement is "hand painted, personalized pottery gifts for weddings, new baby & family celebrations."

Identifying your customer: Understanding who will buy your offering is so important. Knowing who this person is helps you speak specifically to them. On the list of questions: Name, age, gender, job roll, education, relationship status, children, pets, income, music - you get the idea. Knowing your customer will help you figure out how to market to her - not the gal wearing a hoodie and pajama pants in Market Basket.

There is so much more to branding than the little, incomplete paragraphs I've crafted here. Part of being successful in a creative business is being a sponge. Read everything. Watch everything. Ask questions. Hang out with other creatives, even if it's only online.

{Uncompensated endorsement: Skillshare offers tons of classes on design, business, photography, DIY, writing and more. If you're in or are starting a creative business, I earnestly suggest you look into this great site. It is totally worth $10 a month.}

In the middle of all of this brainstorming, I found Elle & Company, owned by a most adorable Lauren Hooker. Her logo design portfolio made me realize that I needed a logo and it had to look good in print. And because I fell in love with her lovely little ampersand, my search for Something & Company begun.

After three days of note taking, video watching, muttering under my breath and not sleeping, I knew to avoid odd spellings, the difficult to pronounce, the too much like someone/something else. I'd read credible advice to use my own name, something known/unknown. Something descriptive. Abstract. Historic. Pets. Vacation spots. Latin. Misspellings. People, places, things. WTF. This is the song that never ends.

Another weekend came and went. I'm back in the studio, standing at my desk in front of a blank Photoshop document. Tick.Tick.Tick. Something & Company. Ree (my nickname) & Company. No - too heavy on the right. Every word I can think of that stands for Design & Company. Every word I can think of that stands for Art & Company. EWICTOTSF Humor & Company. I rifle through my notes. Read "stories help people feel connected to the brand." I love a good story. My coffee's gone cold, a great excuse to get away from this exercise. On my way back from the microwave, I glance up at this sign above my old desk.

Hey, can I tell you a story?

TTYL