The Name Game: 5 Steps to Finding the Right Name for Your Niche Business

Naming your niche business is one of the first, and I would argue, one of the most crucial decisions you can make about your new enterprise. A name does much more than identify your niche business. The quintessential name conveys not only who you are, but what you do, how you do it, and more than a little about your personal and professional style. Stripped of eye-catching logos, carefully designed graphics, and other aesthetic aspects; your name acts as your ambassador. In only a few words, you convey to the world everything your business does and why you should be the one to choose.

Name creation requires a careful thought process. Your name is often the first thing people learn about your business. The impression you create, with just a few simple words, can attract customers—or it can drive them away. Selecting the proper name—the perfect name, the quintessential name that will attract large numbers of your target market—is a difficult, even an onerous task. Luckily, it’s not an impossible one! If you remember the crucial elements a name must convey, and follow a step-by-step process, you’ll be able to select the ideal one for your operation.

5 Steps to Finding a Name

Step 1: Consider Who You Are
Be honest with yourself. How do you want the public to know you? Do you want to be seen as an individual or as a public persona? Some Nichepreneurs prefer to have a clear line of separation between their private and their professional lives, while others easily merge the two. For example, Don the Idea Guy, Clarke Entertainment Law. There is no right or wrong answer here: only your own personal comfort level. Make a list of individual or persona names you find acceptable.

Step 2: Consider What You Do
Use your name to highlight your status as a Nichepreneur. The most effective names clearly illustrate not only what profession you’re in, but also the specific focus area of your practice. For example, The Tradeshow Coach, The Change Agent. Narrow your word choices to specifically define those products or services you want to be known for. Make a list of these words.

Step 3: Consider Your Style
Word choice tells a great deal about how you see yourself and how you want others to see you. There are elegant words and earthy words, hippie language and professional language. Make a list using words that reflect the style you want to portray to the public.

Step 4: Combine
Taking elements from list one, two, and three, and mix words until you find pleasing combinations. Don’t worry about finding one perfect name at this point—your goal is to find a few possible ones that say what you do clearly and concisely.

Step 5: Test
Going through your list, research the names. Do they show up on an internet search? Are they frighteningly similar to any your competitors use? Reject any names that already exist or are too close for comfort.

Here are three questions to test your name:

  1. What does your name say about your business?
  2. Does it set you apart from others in your field?
  3. Does your name communicate what you do?

At this point, you may have a name with which you can work. If not, repeat the process. Don’t be discouraged if this exercise takes several tries. There are millions of businesses out there, and you’re searching for a unique identity.

Susan Friedmann, CSP, The NichePreneur Coach, is a niche marketing expert who helps small business owners, entrepreneurs and service professionals, find and capitalize on a niche market. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” and many other titles. For more great information on niche marketing strategies that work, and for a complimentary copy of “The NichePreneur Mindset: How to Find Your Niche to Success,” visit Click to download the “Riches in Niches” app. Sign up for the Niche Marketing Success 7-Day Mini Course


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