Ask The Expert

I'm looking for a company name: does it look better to go with my own name or is it better to come up with something that makes the company sound bigger?

First off, congratulations to you if you're now ready to promote your own office. Both types of names have their advantages, but the one that'll work best for you depends on your target audience.

• Personalize. If you already have a big personal network, strong local reputation or defined niche, using your name (as in Susan Townsend Insurance Agency) is a good idea. Since people know and trust you, they'll also trust your company.

  Even if you plan to do a lot of online and nationwide marketing, using your name can be useful, because it presents a human face in an otherwise impersonal marketplace. But using your name eliminates your anonymity. The company's reputation, if it runs into problems, may also rub off on you. Are you ready for that?

• Go Big. A bigger-sounding name may work better if you like your anonymity or if you're a one-person or small shop that wants to present a big brand. But to really make that work, your public face must match the big-name brand you're presenting.

  Your website, forms and ads must match the professional brand you're trying to present with your bigger-sounding name. Similarly, your service, product offerings and processing must also match that corporate image. For example, if you call yourself "Global-American MegaCorp Insurance Company," don't use a shoddy-looking website with only one product listed and a picture of your home office in the basement.

Again, your company name should appeal to your target audience - while taking into account your growth plans and long-term goals. If both name types sound equally good, then your final decision should be acceptable either way. Finally, I would recommend against putting your hometown in your name if you have any dreams of expanding geographically.