One of the most exciting and challenging things to do when starting up a new, small business is settling on a name for that business. I was reminded recently just how formidable a challenge this is when asked to assist someone close to me who was doing just that.
On one hand we look for a business name that reflects the services being offered. And yet there is also a need to convey something deeper - a message that provides a potential client with insight into what you stand for and how you plan to operate. Almost like your own personal and professional values statement or 'brand' for the business. The challenge became one of combining these key elements into something coherent and meaningful. And of course let's not forget the perplexing array of fonts, styles and colours to further support the 'brand'.
So for me some nine years on from founding this business (it's hard to believe - where has the time gone!) it's a chance to reflect on whether the initial 'brand' ideas back in 2006 have endured. I find myself asking some searching questions:
- The What: Does the business name still reflect what I offer to my longstanding and potential clients?
- The How: How well have I lived up to the intent of developing 'win-win' strategies at the workplace level (e.g. employees, leaders, business owners)?
- Is the brand imagery recognisable and memorable in, let's face it, a crowded market of consultants?
Neuroscience tells us our brain is hard wired to seek out confirming evidence - it is one of many biases we deploy. I might readily conclude therefore that as I am still in business it must be YES to all these questions. The temptation is to sit back comfortably and not challenge these assumptions.
However Neuroscience also points out that our decision making is regularly flawed. We now know that the brain seeks to conserve energy by making patterns and generally not taking on too much actual 'thinking' unless we have to! This prompts me to seek out 'disconfirming' evidence in order to improve my decision making. This might mean asking people for their opinions rather than assume I know their views. How often do we actively do this in work teams and forums where decisions are made?
It got me wondering how I could move beyond assumptions to actual evidence. So I decided to put the question in a blog as a bit of an experiment.
With that in mind I invite all readers to spend a moment answering a couple of questions that would really assist me:
- What services would you expect from a business called 'Win-Win Workplace Strategies'?
- What are your expectations in terms of approach and ethos from a so named company?
- What impressions do you form from the logo, font, colours and imagery (refer above)?
Thank you and I can't wait to read your insights and ideas.
Wendy Lundgaard (Principal)