I always curious about stores and business names’ background, because I believe that every business has a history and its own story about the name.

Surprisingly, not all business owners start their business with the well-thought name – it’s often happen on the go.

Unfortunately, the on-the-go business name will follow you and your business wherever you and your business go. Regret your name choices will only ‘reset’ your brand value to zero, and rebuild it again from the scratch.

Why John’s Shop is not a good store name

With all due respect to the Johns, John’s Shop does not make a good brand name. So does Baby Shop, Electronic Store, Mom ‘n Pop Shop, and other similar names.

Your brand name has to be decided by considering either:

• What you sell or serve, or
• The ‘brandability’ or the brand name you choose

John’s Orchids is better than John’s Shop simply due the fact that the former is more descriptive and more brandable than the latter.

Name your brand carefully – it’s often where most of the value is

Your brand name is your most precious asset. sure, you might have other assets, such as cash, buildings, clients, etc. But the real value is in your brand name.

Microsoft is not, well, Microsoft if Bill Gates changed the brand name to, for example, Gatesoft. Gatesoft is not worth billions of dollar. Microsoft does.

So, to conclude, name your business well as building a business with a strong and brandable name will push you and your business further.

Ivan Widjaya
Brand name

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