What's In A Name?

 

It may not seem important to some, but having a business name can be crucial.  Not only does it give you legitimacy, as opposed to calling your business, “Joe Smith, Process Server,” it can give you brand recognition and a marketing hook.

Don’t get me wrong, just going out there with business cards that say Joe Smith, Process Server, may be fine.  Especially, if you want to be identified as just a regular “Joe” who serves papers.  There’s really nothing wrong with it.  And depending on the type of clients you might want to attract, that might be perfect. 

But that is also the point I am making.  How you name the business will identify the type of business you have and it will shape the psychology that the name inevitably employs upon you, any future employees, your clients’ perceptions of the type of business or service you are providing, and whether you or the company will grow up, out, or sideways.

 And that’s what you should think about when coming up with a name.  If you’re focus is to be a process serving company that is very professional, then a name like Professional Process might be better.  If it is important to have your family name on your “shingle”, then by all means, call it Thompson’s Civil Process.  Just remember, the name says it all, and it gives your company a distinct identity as well as (especially, if it has a recognizable, catchy name) a marketable slant that perhaps gives you an edge on your competition.