What’s In A Name?
So you are trying to decide what to call your practice. It can be maddening and all consuming. Trying to find just the right combination of words to describe what you do, your passion for the work, and your essence. How on earth can you fit all that in one line? It feels like a critical decison and to some extent it is. But I have seen therapists completed halted and marketing efforts stalled because of this indecision. It is imperative to decide on name and start using it in all your marketing materials as soon as possible. It is also critical to be consistent in the use of the name, as inconsistency and/or changing your name can send the wrong message to clients.
When deciding on a name for your practice, make a list of all the words that feel important to you. Don’t edit the list at this point. Run with it. I find it helpful to write the list on a white board or a piece of oak tag so you can sit back and view the list at a distance. Once you feel the list is complete, sit down with a trusted friend and brainstorm the concepts. Eliminate redundant concepts or words and widdle down the list as much as possible. Obviously lots of words have to go because they all can’t fit on your card. Keep in mind that although most of these words won’t be part of your name, you can use some of them in your tag line. A tag line is the phrase that describes your business and it can often appear on your marketing materials, as a way to supplement or further describe what you offer.
Be willing to change the order of the words and start writing different combinations of the words you have chosen. Is there an acronym that can be formed from some of the words? Is there a catchy phrase that can be used? It takes time. You should revisit your piece of oak tag several times over the week to see if new ideas pop up. If you still feel stuck, get more help. The friends and family who know you best are a wonderful resource. Still stuck? Talk to a trusted client. Need more help? Hire a business consultant.
What’s in a name? Well …. lots. But don’t let it hang you up for too long. Time’s a wasting.
Stay focused.
One sermon I preach a lot is that if you choose a name that doesn’t convey what you do, be sure to use “Massage & Bodywork” or something similar as a subtitle on all your advertising and literature. People sometimes choose words that have a personal or sentimental meaning to them, but if the rest of the world doesn’t get the meaning, it’s a deterrent to success.