Your business name is often the first (and most visible) part of your brand. It appears on your website, social media, invoices, and proposals. It’s how people recommend you, search for you, and remember you.
So yes, your name matters. But building a brand that goes beyond your name and logo is what creates real, lasting value for your business.
✅ What makes a good business name today?
When naming or rebranding, consider:
✅ Easy to pronounce and spell (especially for voice search).
✅ Memorable (one to two words where possible, like Monzo or Stripe).
✅ Allude to your product benefits (like EasyJet or Innocent).
✅ Check SEO and domain availability (ideally matching .com or your local .co.uk).
✅ Check social media handle availability for consistency.
✅ Be legally clear (trademark and copyright checks).
A strong name will help customers find you, remember you, and recommend you.
✅ Your name isn’t your whole brand
A slick name, bright colours, and a sharp logo don’t equal a brand. Your brand is built on:
✅ The values you live by.
✅ The customer experience you deliver consistently.
✅ How you make people feel when they interact with you.
Your brand is the promise you make and the consistency with which you deliver it.
✅ Why brand values matter
Your values are the foundation that supports your name and logo. They:
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Guide your behaviour and decisions.
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Shape how your team interacts with customers.
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Help customers know what to expect from you.
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Differentiate you in a crowded marketplace.
Strong brands often have 4–5 clear, memorable values. For example:
Be Flexible: Provide the right level and range of service at the right time.
Communicate Clearly: Keep clients informed at every stage.
Your team should know these, live them, and recruit based on them. Some businesses even choose clients aligned with their values to protect their brand integrity.
✅ Personal branding matters too
For many business owners, you are the brand. Your expertise, network, and how you show up online all contribute to your brand’s strength.
If you rebrand personally (as I did after getting married), it doesn’t change your values or how you deliver for your clients. It’s the consistency in your approach that keeps clients coming back and referrals flowing.
So remember:
Your business name is important, but it’s just the start.
A strong brand is built on:
✅ A clear, memorable name.
✅ Consistent delivery of your values.
✅ Experiences that build trust over time.
If your brand isn’t working for you, it might be time to revisit your values, refine your message, and align your actions to ensure your brand reflects the business you want to build.
Need help with your brand positioning, values, or a refresh that goes beyond a new logo? Let’s chat.