The next step is to ask yourself which of the names that you came up with best represent or fit with your answers. You don’t have to do this on your own. Take your two lists to friends and get their opinion. Having other people’s opinions will help you to cross off the business names that don’t work for you and narrow in on the ones that do. You can even get feedback on your shortlist of names by talking to people in your target market.
Once you’ve decided on a few name possibilities, check for the availability of your shortlist of names (both in your industry and for availability as a website domain name). Start with a simple online search of the names to see if there are businesses out there with the same name in the same industry as you. When you’ve done your own low-level search and are happy with the names you’ve selected, your next step will be to see if you are able to register your name.
1.5 Picking a web-friendly business name
The ideal domain name is one that matches your business name in the fewest words possible. For example, if your company name is Mindwalk, the best domain you could get is www.Mindwalk.com. The fewer the words the easier it is for your clients and prospects to connect with you.
Because it is becoming increasingly difficult to register a simple name due to other people buying up domain names on the Internet, you may need to put a qualifying extension on your business name (e.g., www.MindWalkDesign .com or www.MindWalkDesignGroup.com). Even if you can’t get the short version of your business name, you can probably get a longer version. Just remember to keep your business name as logical as possible. (For more on domain names, see Chapter 10.)
1.6 Registering your business name
Business name registration is required by almost every creative business, including freelance, to ensure the government can collect its taxes, and that you stay compliant with local ordinances such as zoning and local laws. The only exception to this is if you are a sole proprietor doing business under your full name (e.g., John Smith). However, if you choose to do business as “John Smith Design” or any other name other than your full legal name, you’ll need to file a “fictitious” business name statement at your local courthouse, county, or state or provincial office or government registry. A business name is usually considered fictitious when it is any name other than the surname of the owner and it suggests the existence of other owners.
In the US and Canada the fictitious name is also referred to as trade styles, assumed business name, trading as (t/a), or doing business as (DBA). The process usually requires some type of public notification, which means you may have to publish an ad with your fictitious name in your local paper for a set period of time. This lets the public know of your intent to operate a business under an assumed name. For more information, contact your county clerk’s office or your secretary of state or government registry. You can also expect to pay a small fee for registration and annual license fees.
In the US, if there are no claims after you have published your statement, you will receive an Affidavit of Publication, which you file with your local county clerk’s office. There may be other requirements for using your fictitious business name so check with your secretary of state or local government registry for any further needs they have.
In Canada, you’ll need to do a name search if you are considering incorporating your business. In some provinces you can do this online by searching through the NUANS system. Other provinces require that you complete a Name Reservation or Name Approval Request form through the local government registry.
Filing your fictitious business name does not ensure that another business will not be able to use your business name. The only way to ensure that no other businesses uses your name is to trademark or service mark any names, symbols, or logo marks. Be aware that trademark application fees are expensive and nonrefundable, even if the application is denied because of a name conflict. Approach a law firm with experience in this area if you are considering going this route. You can also approach your accountant if you feel you need additional guidance or advice on name registration.
2. Your Company’s Unique Marketing Message
Another component of your corporate identity is your Unique Marketing Message (this can also be called your Value Proposition). Your Unique Marketing Message (UMM) is a description of your competitive advantage in your marketplace. It is essentially what sets your business apart from all your other competitors. It is your story to potential clients explaining why your firm is the best company for the job. You should develop your UMM to be a succinct statement that says what you do, who you do it for, where you do it, and the benefit your clients get as a result of using your services. The best UMMs are ones that are distinctive from other competitors, offer an overt benefit to the prospect, and fulfill a distinct need in the marketplace.
To create your own UMM for your business you need to ask yourself some important questions. In Chapter 8 I have provided a series of questions that will help you work through the process in detail so you can create your own UMM. This UMM then becomes a platform for all your messaging, your marketing, and even a guide to your behaviors in your business. It is the backbone of your corporate identity.
3. Your Company’s Professional Standards
If your UMM is the backbone of your corporate identity, your professional standards are the muscle that gives it power and strength. Everything you do in your business is a reflection of your professional standards including how you answer the phone and how you deal with clients.
Your design process indicates your level of professionalism and commitment to your business, but it’s your professional standards that bring your corporate identity to life. This is the experience portion of your corporate identity. You can promote your company as being the best in client service but if you can’t deliver on it consistently, it isn’t a part of your identity. No amount of publicity or marketing will change the mind of your clients from thinking otherwise.
It’s important to consider your professional standards very carefully. Many challenges will enter into your business that all threaten to undo the level of professionalism you establish in your business. It’s quite easy as a one- or two-person design firm to start cutting corners when the pressure is on. That’s why it’s important to write down your professional standards for yourself just as you would if you were designing a logo for your company. Your standards become the benchmark that you’ll refer to periodically to readjust your patterns and habits to get them back up to par. You should establish professional standards for your firm in three distinct areas: business standards, creative standards, and relational standards.
3.1 Your business standards
With your business standards there will be many processes and activities that you’ll need to establish and maintain on a daily, weekly, or monthly basis in order to keep things working effectively. The activities may include recording your time and your mileage, accounting and invoicing, and a multitude of other actions that stretch your abilities (and quite possibly your patience). It would be very easy to cut corners or rush through something just to get it done (or to not even bother doing it at all). After all, few clients will ever see the stuff that goes on behind the scenes in your business right? Although that may be true, that attitude is a recipe for disaster and your lack of attention to the administration side of your business will quickly catch up with you.
Set out processes for all your business activities no matter what they are. If you don’t know how to do something, consider hiring help. Hire a professional to help you create a system that works for you. It might be an accountant to show you the proper way to invoice or to manage the books, or even another design business owner to show you the best