Why I named my business after my pet pig

Eighty-one: that’s how many business names I considered until I got the right one. I was exhausted with the process of thinking through things such as, “What is my brand? What is its personality? What are the values I want to portray?” Every name I tried was either taken or didn’t seem right.

It took me months. I brainstormed ideas, looking them up on the Companies House register to see what was available and also to get inspiration. I thought about names on long country walks with my Beagle, Ivy. The only thing I didn’t do was run names past anyone. I’m a big believer that on certain things you trust your own gut instinct.

Then, on a whim, I went rogue and decided to name it after my pet pig. Being so personal is against all branding advice and a pig has nothing to do with what I do for a living – but I felt it was quintessentially me. Having a pet pig is what I’m known for, it’s what people I meet always want to know about and I’d like to think my business has some of the best qualities of pigs - being smart, sociable and down-to-earth.

By adding a couple of words, I made it relevant to my industry and so Listening Pig Communications was born. And it just felt right. Since then, I’ve had numerous compliments and it has aroused interest and many questions.

It’s a very useful ice-breaker, whenever I meet people at networking events they ask why I decided on the name. Plus most people love stories and having an interesting backstory to your business name helps them remember you.

It taught me that the name you choose can instantly open or close doors.

Many businesses have nailed finding the best name – such as my local dog groomer Short Bark & Sides. It’s a perfect name: you know exactly what service it offers and it’s pitched at its target audience by being funny and instantly shareable on social media.

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So if you’re about to name your business, here are a few mistakes to avoid:

Mizspellings (sic)

Even if it’s meant to be quirky and hilarious, misspellings cause a raft of problems down the line. It’s funny for a while but not so funny when potential customers try to type in your website name and end up somewhere entirely different. If you have to spell it out, change it.

Puns

These can work for some businesses but think carefully about the image it portrays. A hairdresser in Leeds is called Curl Up and Dye, which is funny at first but I doubt it’s how most people want to feel when having their hair done.

Too common

Avoid picking a name that, when typed into a search engine, returns 10 other similar companies. You’re starting out, so your website may be pages and pages away. If customers have to try too hard to find you, they will give up.

Too obscure

You’ve used your mother’s auntie’s maiden name because it means a lot to your mum that the name lives on. But it has nothing to do with what you do. If you must go down this route, add a word that explains what you do so that it’s obvious what your business is about and so potential customers using search engines can find you.

Forgettable

“It was called … erm … something like … sorry I can’t remember.” Not great if you rely on referrals is it?

Refusing to change it (even though customers tell you it’s rubbish)

You’ve registered a name and you’re fairly well established but a few trusted customers have told you it doesn’t suit what you do or that it’s weird. You think it’ll be costly to change so you don’t bother. Change it! Do it slowly over a period of time, piece by piece, and you can keep costs down. For example, once your existing supply of business cards has run out, order a new pack with the new name. Same for any marketing materials. Tweak the name on your website in key areas once you’re ready and have time. Introduce yourself to new clients with your new name. It will be worth it.

Meaningless jargon or acronyms

IT Solution anyone? Solution to what? And acronyms – they may work for big, well established businesses such as KFC, MTV and ITV, but if you’re starting out, unless you spell it out, how will anyone know what you do?

The best and the worst – you decide

I asked my friends for examples of good and bad business names. Here are their answers:

Rumple Ink Skin (tattoo parlour, Middlesbrough)

Wong Fook Hing Bookstore (Hong Kong)

Abrakebabra (Irish driving school)

Curl Up and Dye (hairdresser)

Scissor Sisters (hairdresser)

All Pizzas Great and Small (North Yorkshire)

Get Stuffed (takeaway)

Sweeney Dog (dog groomer)

Jason Donervan (Bristol)

Iron Maidens (ironing and laundry shop)

Mr Hand Job (car washing business)

Alan Cartridge (computer shop, Leeds)

Wright Hassall (solicitor, Leamington Spa)

Bee Jays Scaffolding (Leeds)

Toni’s the Guy (barber, Oxford)

Hairport (on the way to Leeds Bradford Airport)

Flat Boy Skim (plastering business)

Katy Pollard is the founder of Listening Pig Communications

This article was amended on 15 February 2016 to correct the spelling of Hassall in the business name Wright Hassall.

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