10 Naming 3: Name your company after yourself

10

NAMING 3: NAME YOUR COMPANY AFTER YOURSELF

One traditional way of naming a company is to call it by the name of its founder, or to name it after the place it originated from. Mars, the food company that is well-known for its chocolate bars, is named after its founder, Frank C. Mars. Renault and Mercedes Benz were named after their owners. BMW, Bayerische Motoren Werke, is named after its location of origin.

Other established brands that were named after their owners, and are still going strong, include Harrods, Selfridge’s, Bloomingdale’s, Macy’s and John Lewis.

Now, with many brands created with the intention of going worldwide, their founders rarely use their own names but search for—or invent—words that are pronounceable and unoffensive to various cultures. Some combine the two, like Nick Dyson and his eponymous vacuum cleaners.

The idea Paul Smith, the British designer, has built an international reputation for his clothes and accessories. His name, as I’m sure he would be the fi rst to admit, is a very ordinary one. Smith is the most popular British surname but because of its popularity it has an innate Britishness. Paul is a straightforward, no messing, common

or garden fi rst name with no pretensions whatsoever. It suits Paul Smith the man very well.

In traditional tailoring, it’s the custom to name your shop after yourself. In 1979, when Paul Smith set up shop in Nottingham, fashion brands were more likely to invent themselves a brand name. So it’s almost by good fortune that Paul Smith happens to have a name which suits his brand perfectly.

In practice • Does your own name have the same kind of brand feel to it as the market you intend to operate in? If the answer is yes, and you think your customers will be able to pronounce it, then it’s defi nitely one of your options. • If you’re in an industry like perfumery where real names are traditionally used as brand names, and you wish to fi t right in, then add yours to the list of names you’re considering. • Even if your real name is Macdonald, if you’re planning to open a fast-food restaurant, you might fi nd yourself with a legal situation on your hands. Before you choose a name, always check whether or not it’s been trademarked for your market before you commit yourself.