@tadjames
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Debra, whatever you chose as your brand, keep in mind one thing. Once you establish a brand, do not change. Every time you change the brand (this is also in the Marketing NLP training) you start from zero. The customers forget who you are, it becomes confusing and you lose everything you have already built. That’s the problem with changing brands. It takes time to really build a brand (years) I.e. to make it known on the mind of the consumer, so you don’t want to start again from zero.
Mind you I am not suggesting to change or not in your case, just be wise so you don’t lose what you have already created. -
Here is how to think about this: features Vs benefits. Your elevator pitch example Adriana talked about is mostly features without the addon Adriana suggested. It has to be benefits. In other words, what’s in it for me the potential customer. The fact that you use the latest mind strategies is good only that it is mostly a feature. Focus on benefits and you’ll get a better response.
In the other examples you give, you have more benefits which is very good. Try them out. There is no better way of knowing whether they work or not than trying them live with people. -
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I’ve always said the name of your business should be who you are and what you do. If somebody has to stop and figure it out, you lose, because honestly, nobody will take the time to figure it out. You can be as sassy as you want, it is still not a great name for a business. If you were Telstra would you hire a sassy consultant? I have nothing personal against the word “sassy” I am just putting myself in the position of your customer and try on every way in which it could not work, so I can eliminate all the possible pitfalls. I am trying to give you my best guess after 37 years of experience plus a few good more years in business consulting. The values of society have changed since the 80s. You may like the song and many people of the same age may remember it (or not), however what do modern women want today? Power, respect, equality, and other values which you may determine from interaction with your environment. If you want to use sassy, go ahead! But I’d like to help you avoid possible lack of success because of a mistake in positioning from the beginning.
Just my opinion. -
Did you think of registering a corporation? The reasons for doing so are related to VL5.
Now, be careful. What does “Sweet and Sour” have to do with who you are and what you do? If nothing, change the name. Currently the name reminds one of a Chinese dish. I don’t mean to be offensive, or disrespectful, but I am giving you my best thinking. If you choose to register a corporation you can change the name and begin to build a brand. Depending on how well known you are already under this brand – keep in mind and read the above thread for details. -
Georgina, I think you should maintain the same name under which you are known. I am unclear why do you want to “tweak” the name again. If the name works already, and you’re known under this brand you can continue to use it even under a corporation. Unless you have a different motive for changing which is unclear at this point. It is not that you’re taking the name from somebody else, it is your name under which you are already known. If you want to tweak the name, change it into “Hope Counselling, consulting and training”. So so keep “Hope Counselling” first. The word “above” before “Hope Counselling” will change your brand sufficiently to create confusion.
Did you use the words “Psychotherapy” in your advertising so far? If you did, and it produced good results for you, then you can have the name be “Hope Counselling, Psychotherapy, Consulting and Trainig” Uless you want to let go of the “Psychotherapy” term completely. If so, you can use the example above.
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Every company is for sale for the right price. If you have the buyer who pays the right price let them work out the name of the company. In some cases there may be necessary to have an one year or a two year contract with your old company. Set up a transition. If you were to sell your company when you retire you don’t care that your old customers don’t find you. But today, in the world of social media, it is hard for someone not to find you if they really want. By the way I would not be a smart purchaser if I’ll let you leave and took all the clients with you. When you sell your old company to a new owner you want the new owner to be successful. I hope I understood your question correctly.
A word of caution. Psychologically when you think about selling your comapany, you are not as determined to make things work because….you’ll sell it. If you hold in your mind that your business is up for sale, you won’t do the things necessary to make it a success NOW. So that will play against you. When that time comes, you need to pretend you will keep it forever in your mind while knowing you want to sell it.
All I am saying is to guard your focus. -
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