How to choose a great name for your organizing business
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One of my responsibilities as Director of Membership for Professional Organizers in Canada was ordering the name badges. I was amazed at how many members ordered a replacement name badge within their first year or two – not because they'd lost theirs (they are organizers, after all), but because they changed the name of their business.
I suppose I really shouldn't have been surprised, as I did the same thing myself. When I started my business, my goal was to use my training in the Myers-Briggs Type Indicator to help others make career choices and develop organizing strategies based on their individual personality types. Not being terribly imaginative, I came up with the name "Barclay Career and Organizing Solutions." Although it was too long and uninteresting to be memorable, that wasn't what motivated the change.
When I added website design and virtual assistance to my service offerings, I knew I had to let something else go, so I decided to drop residential organizing and career services and focus on the small business market. Sensing that I might eventually wish to streamline even further, and not wanting to go through another name change, I brainstormed ideas for names that would apply whether I was an office organizer or a virtual assistant, and came up with "Organized Assistant." (Eventually it stopped being a good fit, but that's not the point of this post.)
I'm sure that many of the other organizers who needed new name badges had also changed their focus or specialty, but that's not the only reason for changing a business name.
I suspect that some of them may have realized their selected name was too much like that of another organizing business, an issue that can be avoided by doing thorough research right from the start. It's important to keep the big picture in mind when choosing your business name. Perhaps another organizer is using a name you like, and you figure there's no conflict because you're thousands of miles away from each other and therefore not targeting the same clients. But what happens if down the road one of you starts offering virtual organizing, teleclasses, or digital products?
Others may have realized their original name choice wasn't all that great from a branding standpoint. For example, I've seen business names that were foreign or made up words. Though they may have sounded elegant or clever, it's hard for people to remember unfamiliar words. Furthermore, these names didn't clearly articulate what type of business it was.
The New York Times published some interesting stories which demonstrated other factors that led to business name changes.
Whether you're trying to pick a name for your new organizing business, or are planning to make a change, here are a few thoughts to consider:
Peter Urs Bender and George Torok, co-authors of Secrets of Power Marketing, recommend that if you have a one-person service business, you should use your own name in the company name.
Not only does it reinforce your personal brand, people are more likely to give you repeat business and/or referrals if they only have to remember one thing instead of two. I gave similar advice in my post about choosing a domain name, and it's echoed by many others.
If you're a freelancer or a solopreneur, naming your business after yourself feels a little more personable and familial. It's a reminder that you aren't just a money-making machine — you're also a real person who cares about doing good work.
— Kat Boogaard
You can use:
- your initials (as in DNQ Solutions)
- your first name (as in Amber's Organizing, LLC)
- your last name (as in SkillSet Coaching)
Fun Fact:
IKEA is an acronym for Ingvar Kamprad (the founder), Elmtaryd (the farm where he grew up) and Agunnaryd (the village in which he grew up).
Some of the cleverest business names I've come across involve a play on words, where the consultant's name is linked to the services they offer, such as:
- Julie Bestry: Best Results Organizing
- Leisl Marie Taylor: Taylor Made Organising
Your name may not lend itself to be used this way, but don't rule it out too quickly! It's amazing what a little creativity can do. You can even try a free AI name generator like BusinessNameGenerator.net. Just enter a bunch of words about your business and it suggests some names. For my test, I entered janet barclay wordpress website hosting maintenance and it gave me some creative and usable ideas that I never would have thought of, like JanetWP Solutions and Barclay SiteCare.
For more insight on this topic, check out Clicked Studio's How to Create an Amazing Brand Name: The Definitive Guide.
Hearpreneur has a regular feature where different entrepreneurs answer the question, How did you come up with your business name?. I recommend reading the wide variety of answers; something just may provide the inspiration you need.
How did you choose the name for your business? Do you ever wish you'd chosen something different?
Graphic © Letizia – Fotolia.com | Photo © saz1977 / DepositPhotos
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When I started my business I lived in Québec so when people asked me what I did, I said “J’organise” (I organize). Since my first name started with J, I figured I’d just keep that name.
And I’ve always loved that name – so clever! Thanks for stopping by.
I fit into the thousands-of-miles-away, small-world-online scenario. The original (and next) users of Organized For Life never successfully trademarked it (making it difficult for me to), and by now there are at least a dozen of us out there. I recently changed my Facebook biz page to” Hazel Thornton is Organized For Life”. I like it because I can say things like, “Are you Organized For Life?” and “Thank you for getting Organized For Life!”… but I’m not interested in trademarking and policing others. I find that no one remembers it precisely anyway (Organizing Life? Organize Your Life?), but they remember me!
And that’s really what matters most, isn’t it, Hazel?
Love your biz name!
Need a very catchy name for my wooden cottages to be rented out. Someting that can draw attention and at the same time give a calm and soothing feeling when readind it the first time. Its basically for hospitality industry
Hi Janet
I chose my business name Life Sorted because it is a very British saying to get “yourself sorted” , so when i was looking for a phrase that was easy to remember, i thought Life Sorted was to the point. As organizing isn’t always about the stuff, it is also about everyday Life clutter, thats’ what i went with.
I love your name, because it focuses on the outcome rather than the problem or even the solution!
I am so tickled that you like my business name, Janet. When I first started thinking about my business at the end of 2001 and start of 2002, I knew I wanted something that was tied to me but that could, conceivably grow. The funny thing is, the vast majority of people — even those who know me — don’t realize that it’s a play on my name until they hear me introduce myself (or get introduced), and then hearing Bestry and Best Re…sults so close together in one sentence turns on the light bulb. I’ve had colleagues who’ve known me half a dozen years come up to me and point out they’ve only just NOW gotten it. So, perhaps I was a little too clever for my own good, but knowing you like it made my whole day! Thanks again!
I didn’t catch on immediately either, but once I did, it really stuck. Brilliant!
I’m still tickled that you called my business name “clever.” Even if it only tickled me and my friends, I’m glad I picked the name, as nobody else has anything similar or which could be mistaken for mine. 😉
That is probably true!
My business name is The House That Clutter Built. It is a play on the House That Jack Built. I know it is long, but it is memorable and stands out within my industry. There’s surely nothing close to it. My logo is a house almost bursting out the seams with clutter. It works well for my niche clients; people who hoard.
I love it! It’s memorable, and it’s FUN!
First, Julie, I’ve known you for 3 years and I just got it!
Second, Janet, another reason to give long hard thought to your business name is to be sure it is yours and yours alone. I know of at least 2 organizers here in GA who have had to go through an intensive and expensive renaming and rebranding process because someone else was already using that name. Due diligence on the front end is so important.
Finally I named my business Good Life Organizing because my goal is that my help/work will allow my clients to live that Good Life they have been dreaming of!
Thanks for reinforcing that point, Andi!
Your name is great too – another one that focuses on the end result!
Much good food for thought here, ladies. I thought I’d tied up my business name (De-Clutter Coach) by purchasing all the domain names and versions of them to protect it. Well, that didn’t work completely as there’s at least one other organizer with this business name with a slight variation.
As well, people often refer to me as The Clutter Coach.
I’ve been pondering all this of late and am wondering whether to remain the De-Clutter Coach or rebrand. It’s a real dilemma.
Thanks for this opportunity to discuss! 🙂
That’s a tough spot to be in. Rebranding can be a lot of work, as well as a big expense. Thanks for sharing, Moreen!
Janet-
What a fabulous blog post! So useful and timely for many.
As you know, I rebranded last year (by choice). I kept the name of my professional organizing division which I founded in 2002 as LM Organizing Solutions, but now have a new parent company name, Lisa Montanaro Global Enterprises. I chose that name for several reasons: 1) I am going global, playing in a bigger sandbox, and wanted to share that intention though the name, 2) I am running a personal brand, and 3) I mostly use my real name online and that is what I noticed people would search for. To be honest, I use the business name less and less now, and focus more on my “brands” and “slogans” to market myself, always connecting them to my real name. My corporate name does not show up in many places. This was a very strategic decision.
As a business coach and legal consultant for organizers and other entrepreneurs, I have seen the ugly side of business naming. Many clients have had to rename their businesses due to trademark disputes. I have filed trademarks for my clients, negotiated consent agreements for them to use the same name as another business owner, and advised them to rebrand altogether when the trademark issue was not on their side or too expensive to pursue.
But this can often be avoided up front, as you suggested. I use a 4-part test with my clients when choosing a business name:
1) Domain Name Search – Check to make sure you can get the domain name that you want to represent your proposed business name.
2) USPTO search – You can conduct a free search on the U.S. Patent and Trademark Office site at USPTO.gov or use a paid service to research trademarks nationwide.
3) State Corporations Database Search – You can do a quick search on the Secretary of State web page to see whether your name is available. If the name is available, you may want to reserve the name through the Secretary of State, but you are not required to do so before forming your business entity.
4) NAPO Member Directory Search – If you are a professional organizer, you should check to see if the proposed name is already being used by a NAPO member. Remember, it is not NAPO’s responsibility to police names as a professional association. It is the business owners!
Thanks again for your really relevant post.
Lisa, thank you SO MUCH for taking the time to share from your experience as a business coach and legal advisor, as well as someone who has rebranded her own business. As I was writing my post, I thought, “I should have asked Lisa to guest blog about this!” and now you’ve rounded it out beautifully for my readers.
Wow! Great advice! Thanks, Lisa!
Great discussion Janet! AND of course, thank you for your brilliance LOVELY Lisa Home-Run-Montenaro!
I went with Sane Spaces – frankly because I awakened with it when I was working on my original business. I tend to be a very intuitive person, and thought it was a message from the universe. I started as a DBA, and moved into an LLC structure three years later. I added Productivity Consulting because my business spanned the gap between the worlds of corporate performance consulting, coaching and at the time residential and business organizing. I did a thorough search for the name and have branded quite widely with Sane Spaces. Now that I’ve moved almost exclusively into training and coaching, I have kept the name because it spanned the gap without creating dissonance in the skills, services and products I offer! I’ve become more focused on working with moms who are running businesses while juggling thier lives and busy families, and the name has spanned that new audience. Thanks for the discussion! – 🙂
Cena, my experience was similar to yours – I was struggling to come up with a good name, then one day it just appeared to me – complete with the colors as they appear in my logo. This is in fact my 3rd logo for Organized Assistant, but the colors, font, and layout of the letters have remained consistent.
Love the conversation here ladies. When I first created Calahan Solutions, Inc. I intentionally gave my business a name that allowed me to change what I do as I change. I’m an “Alchemist Explorer” type which means that all the work I do is transformation giving, but I will continue to move and alter in how that transformation happens. My degree choices, career path and interests all prove that to be true. Knowing that about myself, I did not want to lock myself into a name that would “define” me. I realize this perspective is very counter intuitive to many naming businesses, but I knew that I would expand as I went. That philosophy served me well until I decided to ignore it!
Waaaay back when I had my first blog created, I chose to go with productiveandorganized.net for the blog name (the company name stayed the same and is on the blog). I listened to the then gurus that talked about SEO and ease of finding you and chose to use keywords vs Calahan Solutions.
This was a mistake on my part because I have grown and changed and the name no longer fits what I do at all! I have not organized for clients in 6+ years and most of the work I do, while it can lead to productivity, is not focused there. I decided to go back to my roots from my corporate days and deepen my work with people. My business is really strategic business consulting/coaching with broad system implementation and automation. I work with organizers, coaches, speakers and authors. I help purpose-driven entrepreneurs bring their big visions to life w/ power, grace & ease so that they can impact more, experience a more joyful life, make more money and have real freedom now! (So, the url just does not fit anymore.)
Like Lisa, I’m going through a re-brand. In my case, the company name has not changed, but the branding did. I had no idea 7+ years ago, how much a blog would become the center of my branding or I certainly would have done it differently!
I feel your pain, Stephanie! Even though “Organized Assistant” fits well for the “VA to the organizing industry” (a title given to me by someone else), it has nothing at all to do with the web design work I do for other clients. However, people seem to find me, so I must be doing something right! 🙂
When I first dreamed up the idea of helping people get their homes ready for company, I figured I was really on to something new and different and was going to be “The Clutter Bug.” Imagine my surprise when I went online and found not only that there were several businesses already using that name, but there was actually a national association!! So much for new and different!
I originally named my business “Ambiance Solutions,” the idea being that we create a better ambiance in the home or office (I got “ambiance” from a sugar packet!). Fast forward and I walk into a networking event and someone said, “Hey, it’s the declutter lady!” *LIGHT BULB* As soon as I got home I did my research and NO ONE was using that name! Who would have thought? So, I registered the trade name, bought the domain and –voila– here we are!
Great story, Brenda! I loved reading about the entire process you went through.
Great discussion, Janet.
I went with Organized at Heart as it was how I’ve always thought of myself. I don’t know that people always get it quite right : I hear ‘organizing by heart or ‘organizer at heart.’ It fits me well, though, and my business.
Thanks, Alys! I get that too…
“You’re an organized assistant?”
“No, I AM Organized Assistant.!”
OR Organizer Assistant
and so on.
As long as they know what we do, and can find us when they need to, that’s the main thing!
I am on the brink of starting my own professional organization business
And the hardest think to do is come up with a name
Achhhh
If you’d like some help with that, Tracie, contact Sara Pedersen. She provides company naming as a service: http://www.timetoorganize.com/marketing-services/company-naming/
That’s good to know, Hazel – thanks for posting!
Good luck with your new business, Tracie! I hope you find lots of valuable information here. If there’s something you’d like to know that you don’t see, please let me know and I’ll try to cover it in a future post.
Hi Janet, I am in the process of starting my own professional organize business and came up with.. “Knockout Interiors by Kathy”. What I’m trying to get across to my potential clients is that I’m am going to go in whatever the project they hire me for and “Knock it out”! What do you think? Your feedback is very much appreciated 🙂
Kathy
I like it, Kathy. I’m also thinking of the possibilities of KIK (e.g. KIK your clutter to the curb).
I’d love for some other readers to share their thoughts here.
My name is Trisha. I’m often called Trish. I really could use advice on a business name or perhaps just some direction. Nothing has really registered with me. I have people tell me I’m gifted when it comes to being organized or helping others. As a child I would line up my toys in straight lines. I’m a restorative and deliberative personality. A lot of people depend on me. I would love to incorporate my name in the business name if possible. I’m willing to travel to organize also.
You’re in for an exciting time, Trisha!
Have you read the other comments? Hazel mentioned that Sara Pedersen helps people with naming their organizing business – you can learn more about it here: http://www.timetoorganize.com/marketing-services/company-naming/
Or you might like to contact Lisa Montanaro, an excellent business coach who has also commented here.
Good luck!
Thank you for the inspiration. I am looking forward to starting my organization business but stuck in a name. I’m pondering my first and last name with a little twist let me know your thoughts:
Nequetta Alfordable Organizing, LLC
That’s very clever, and it’s a pretty safe bet to say no one else is using it!
Here are some things for you to consider:
1. Could it be too long? Think about introducing yourself on the phone, or at a networking event. “Nequetta from Nequetta Alfordable Organizing” is a lot of words for people to process.
2. Will people understand what you’re saying? Will the catchiness be diluted if you have to spell it out?
3. Do you want to distinguish yourself on price (i.e. that you’re more affordable than other organizers in your area) or are you simply trying to reassure potential clients that they can afford your services?
I’m not trying to talk you out of it, but these are all important things to think about before you make a decision.
Great things to think about thank you much!
I will surely introduce myself as Nequetta.
I think I can pull it off and keep the business name from being diluted by branding the business but certainly introducing myself as Nequetta.
I want to reassure clients that they can afford to treat themselves as anyone who visits a spa, nailery or any other event.
i agree with Janet, you want your business name to be:
1. easy to search online.
2 easy for people to remember
3 reflects your personality.
I would maybe look at how other organizers got their names and just play around, maybe think of what kind of logo you would like and that might inspire you.
Also starting up a home organisation business.
Struggling with fresh ideas as it seems all the good catchy names are taken! Whether they just have Facebook pages and it domains.
These I have collated..
The queen of Sorts
A clean slate
Sweet disposition
Perfect Placement
The Living Arrangement
Any feedback?
I’m going to have a Tagline of sorts as well which would be
– Home Decluttering & Organisation
I like all of these, Jess! I’m a sucker for alliteration, so I love the sound of Perfect Placement, but A Clean Slate appeals to me emotionally.
My company name is a little non-standard. My name is hard to read and pronounce, and I don’t have “organizing” in the title of my name. Both of these choices were intentional. I do things other than organizing, including coaching, and I wanted to be open when I started to all the things I might want to offer in my business. Yes, it means I don’t come up on standard searches, but I’m okay with that. In terms of my first name, I knew it wouldn’t be “taken” on social media:) And I figured if the business didn’t fly, at least I would have taught a few people how to pronounce my name!
I love your company name. Not only does in include your first name, but THE Seana METHOD sounds SO authoritative…
Hi Janet,
I love the business names that people come up with. So creative. My name Space For You I actually really love and came up with this because of a client I was working with who had no space for her. I have since made a joke that maybe I should change my name to Space For You and Me. I love the tagline which is Clear the Clutter, Heal Your Life. My business of course is a loose term at this point as I work full time in mental health so not sure if it will need to be changed. It is interesting how businesses change over the years. They seem to have a life of their own.
They sure do, Kim! I don’t think there are very many businesses – especially solopreneurs – who are still doing exactly what they set out to do in the beginning.
I totally agree we should look at the big picture when determining what business name to use. Being more personal in your business name works well for Professional Organizers because of the reason you stated above.
My legal business name is my legal name but since that is so long and hard to spell/remember, my website only uses my first name and what I do in the URL. That worked for many years until I started my administrative services business. I knew Sabrina’s Organizing wouldn’t work for those clients since I did much more than organizing. So, I bought the URL Sabrina’s Admin Services and added a link to the menu on Sabrina’s Organizing so small business owners could visit the site.
Great workaround, Sabrina! Thanks also for pointing out that your legal business name doesn’t always have to match your website name. Even though I now promote myself as JanetBarclay.com, my legal business name is still Organized Assistant.
I chose to use my name as my business name when I first started my company. I didn’t want to add any references to “organizing” just in case I pivoted (which I did).
I didn’t think my name (“Deb Lee”) was fancy enough 😉 so I decided to use my first initial followed by my middle and last names.
Then, I asked for feedback from my marketing guy and several friends and family members seeking. Everyone liked it (so did I) and that’s how I settled on D. Allison Lee.
Thanks for sharing that! I’ve always wondered about your business name. I think you made a great choice – it sounds very upscale!
My business name is Virginia’s Organizing Service, I am thinking about rebranding and changing the name.I did my trademark before the LLC I was told that I did it backward. Now, I have to start over again.
That’s too bad! But at least this time round you’re familiar with the process!
Your ideas and advice is just great, I haven’t tried using my name as my business name but I am thinking about it now
If you build a company with 4 to 5 member then the first letter of all the name become the name of business company .
You also explain the amazing points about the names
That could work in some situations for sure! Others might require a little more creative tweaking…
Interesting that the experts suggest using your name in some form. I didn’t consider that when naming my business. My last name is too difficult and I feel my first name is too normal. Haha-Janet!
I’m glad I choose what I did.
Your name is great! Plus, now that you have a team, it probably makes more sense to take the focus of yourself, even though you’re still the face of the company.
What great suggestions! It feels like ions ago that I chose my company name, Oh, So Organized! It comes from people saying to me in a teasing way, “Oh, Linda. You are SO organized.” While I had pages of ideas, Oh, So Organized! felt like the right fit. And honestly, even thirty-plus years later, it still works.
Over the years, I redesigned my logo three times and updated the tagline to align with my book’s subtitle. At this juncture, it’s unlikely I will change my company name.
I wouldn’t think so, at this point! I love your business name. It’s fun and reflects your personality very well.