We just spent a couple of days with one of our favorite business owners, Cindy White. In 2002 she bought a company called, Estelle. It makes handcrafted woven ribbon jackets. The founder's name was Estelle and Cindy didn't think the name was a problem until she started talking to her customers who quickly told her that the name was old-fashioned and certainly out of sync with the direction Cindy has taken the jacket design.
With brainstorming she came up with her new name that is being applauded by everyone around her including a group of business owners who serve as her board of advisers. To attach herself to fashion and some of her suppliers who are French and Italian, she chose the name, Cici Bianca. Cici is term of endearment for her first name and Bianca is one of the ways the Italians spell the word white. Cici Bianca, now that's hot and sassy.
Choosing a name for your business is important.
You can read how others do it at Small Business School.
