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Naming Your Local Business

Pothole Pictures: Normally this name wouldn't create a positive

image for a movie theater. But in Shelburne Falls,

Massachusetts, where glacial potholes in the Deerfield River

running through the village are a cherished part of the

landscape, the name works well.

When naming a business whose geographical reach and clientele

are mainly local, you can use nicknames, regional or city lore,

local in-jokes and historical references that might be lost on

outsiders. Subliminally, these kinds of names drive home the

message, "We're rooted in your community."

Besides features of the landscape, consider these sources of

inspiration:

* City nicknames. Some residents of Northampton, Massachusetts

affectionately refer to it as "Noho," so a local studio calls

itself Noho Yoga. Happy Valley Gifts in nearby Amherst also

plays off a local nickname.

* Historical references. Paradise Copies, Paradise Spa and

Paradise Taxi all refer to the locally well-known fact that in

1851, Swedish singer Jenny Lind pronounced Northampton "the

Paradise of America." Likewise, residents understand that the

Calvin Theater pays homage to Calvin Coolidge, who before

becoming U.S. president served as mayor of Northampton.

* Archaic names. Geographical names no longer in use may have

the same sort of cachet for locals in the know. Norwottuck

Realty Company and Nonotuck Community School both make reference

to Native American names for what is now Northampton.

* Local in-jokes. Upingil Farm in Gill, Massachusetts

"humorously describes its location perfectly for those of us who

live here," a colleague tells me. "I'm sure the owner of the

farm has been referred to as 'Mr. Upingil' by outsiders who

don't understand the pun in the farm's name."

Homegrown industries and the mascots for high school and college

athletic teams in the area can also inspire business names with

a local aura.

What about locally inspired names for companies doing business

nationally or internationally? In most cases, such a name won't

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register meaningfully at a distance. It won't hurt but won't

help the business, either. At worst, such a name can backfire.

For instance, Nobscot Corporation is named after an Algonquin

Indian word meaning "rocky place," and alludes to a hamlet in

Massachusetts frequented by author Henry David Thoreau. Nobscot

comes across respectably in the U.S. but evokes snickers in

England, where "nob" is slang for a private part of the male

anatomy.

Use my examples from Massachusetts to spark insights and ideas

for your own locale if you have a local business to name!

About the author:

Marcia Yudkin is the author of 6 Steps to Free Publicity and ten

other books hailed for outstanding creativity. Find out more

about her new discount naming company, Named At Last, which

brainstorms new company names, new product names, tag lines and

more for cost-conscious organizations, at

http://www.NamedAtLast.com .