As I mention in this post, there are so many things that can stop us from launching our personal concierge business. One of them is coming up with the perfect name.
I certainly fell into this trap! I started brainstorming ideas when Tim and I were overseas on a working holiday. I had six months before I could even think about launching, when we were due to return to Australia, so I used all of that time to brainstorm names. And I still didn't finally decide until I arrived back in Australia! Some of the names I came up with were 'In The Bag', 'Juggle' and "Adelaide Concierge Services" before finally settling on Lifestyle Elements.
Choosing names is a hobby for me - I love it! I loved coming up with the name The Concierge Society, and also my new brand le Porter. I also came up with the name for my sister Ashleigh's meal delivery business Mash! However, I don't let the process of coming up with a name hold me up. To be honest, I'm still sure I could have come up with a better name, 12 years later, but I have now built up the Lifestyle Elements brand and it wouldn't serve me at this point to change it. In fact, I wouldn't want to change it now anyway.
When I'm speaking to new personal concierge business owners, I remind them not to dwell on the name for too long. If you are completely blocked, start out by using your name. After all, people in this industry are ultimately buying you as a person, not a business. You can create a name after you settle into the business and find out what resonates with your ideal clients. Part of your marketing strategy should be to build up your personal brand anyway, so starting out with your own name can work really well.
I thought I would share a selection of names that I really like, and why I think they work for each particular business. Remember, it's all about targeting your ideal client.
Time Design Concierge
This name gives clients the feeling of being in control, that they can design the way their time is used. What a great way to approach life and the services of a personal concierge.
The Time Fairy
Don't we all want a fairy! This name is like Hire-A-Hubby or Another-Wife. It sums up what we all wish we had, a fairy to come in and get things done, without us having to think about it. Isn't that exactly what we want to provide our clients!
The Help Boston
The Help is clever in its timeliness to the Oscar-winning movie The Help, plus the help implies not only staff, but also the fact that a personal concierge is all about providing help, the true essence of our industry.
Jill Of All Trades
I do love a good play on words, especially when it is sleek and perfectly describes what we do. Jill is both the owner's name, and also implies a feminine touch to getting things done (as opposed to a Jack of all trades). Once her clients get to know Jill, this business name will be one they can easily remember and share.
I found this name made me smile and gave me a great visual. Can't you just see this personal concierge happily racing through town, shopping bags in hand, getting everything sorted for their clients.
The name Spectrum reminded me a little of the reasons I chose Lifestyle Elements as my name. In my case I wanted a business that could service all 'elements' of life. Spectrum also gives a sense of being able to help you in all areas of your life, big or small, whatever you need
Life Savor Concierge
Savor Life. Life Saver. Isn't it clever and perfect. It beautifully says what they do and what benefit you will get by using them. The business owners will be able to achieve some clever marketing simply by focusing on their name and what it truly means to their personal concierge clients.
This one is my current favourite and the name I wish I'd thought of! It gives the impression of making you feeling like royalty or the lord of the manor in your own life, all day, every day. They are clearly targeting a clientele who appreciates a little exclusivity and class, along with a very personal and friendly service.
But I've already chosen my name, and now you're saying I should have done it differently?
Nope, I'm really not. I'm just highlighting a few names that I like if you are in the brainstorming phase. As I said, I am sure I could have come up with a better name for my business, but in the end, its less about the name, and more about the brand you create around the name (and no, a brand isn't a logo, although it is part of it - I will write a blog post about this soon!). The name you choose does not define your business. The service, reputation and emotions you represent defines your business name. The name is just the vehicle clients use to find you and remember you.
The name you choose isn't the be all and end all. I do suggest you run some ideas past friends and family first, just in case there is some connotation you hadn't thought of (I had a friend whose business name abbreviation was SHBS and her dad would refer to it as 'Shit Hot Bull Shit' which was no help to anyone!). Then simply decide. Pick something. I can assure you, the business naming process can go on forever unless you give yourself a deadline. And when in doubt, just go with your own name as this is the easiest thing to change, and your name will always be associated with the business anyway.
P.S. Have I included your business name on the list above? If so I'd love to hear the story of how you came up with it! Do you have another business name that should be included? Yours or another you know? Please comment below.
P.P.S. Need some help deciding on your name? Why not join The Concierge Secret Society and head into the forum to ask advice of your fellow members.
NEW - Mini-Training - Naming Your Concierge Business - Become a member of The Concierge Secret Society and get immediate access to this mini training course. x Abbie