Oh, I wish I had my camera! When I was at Oak Island, NC, I saw my favorite business sign: Terry Klutz Construction. It has been up for at least the last 20 years. Word moves pretty quick when a construction company isn't up to snuff on the small heavily residential island, so somehow, Klutz must have defied the odds of having a negative name. After all, who wants a house built buy a klutz? How easy it would be to have an injured reputation with only a few mistakes. Their work and service must be outstanding even with the kooky name. Can you hear the insults? It's just too easy. Those Klutz's are brave souls. No Web site either.
Here's a do's and don't list I found for coming up with a business name at About.com: Retailing :
- Do make it easy to understand, spell and pronounce.
- Don't use negative sounding words. (But it works!)
- Do consider where your business will fall in an alphabetical list such as the yellow pages.
- Don't limit your product line by choosing a name that won't represent all you do.
- Do create a name you can stand behind. (Talk about the need to go above and beyond your name.)
- Don't use a strictly generic term, such as 'discount office supply' which cannot be protected as trademarks.
- Do be creative and imaginative. (Klutz's, you didn't even have to try. Gold.)
Here's another another site PowerHomeBiz.com that helps businesses come up with names.
What can ruin a reputation, of course, is service. Here are a couple of blogs that talk about it:
- BL Ochman's whatnextblog.com.
- Techdirt blog