Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

name does not explicitly state what you do, like mine, you may want to add a “tag
line.” A tag line is three or four words that explain what you do. My tag line is “consulting,
training, design” to better define the work we do.
The name can also project size. “Connie Sultant, Inc.” is clearly a one-person
shop. This limits your clients’ perception to one person. Even if you have a dozen
employees, the name does not project that fact.
What plans do you have for changes in your company’s future? Will they include
more people than you? “Connie Sultant and Associates” suggests that there
are more consultants than Connie. However, it also suggests that Connie is the
owner. This may be a problem for those who work for her now or if someone joins
her firm in the future. Since all clients want the best, they will assume that Connie
is the one they want without even knowing the skills of other people in the firm.
On the other hand, if you have strong name recognition, such as “The Tom Peters
Group,” you may want to take advantage of it.
“Sultant Associates” or “CSS Consulting” conjures up a group of people working
together with less emphasis on Connie. Another consideration is that the second
one tells you what the company does. “Sultant Website Designers” or “Sultant
Marine Engineers” clearly defines each company’s area of expertise. Be sure that
the names do not limit you for future growth. For example if “Sultant Website Designers”
wants to branch out to software design, computer security, or general computer
graphics, the name will no longer be inclusive of the work they perform.
Some company names are related to the location. Again, just be sure you do not
limit yourself. “Midwest Marketing” may have a certain ring to it, but when you
gain a reputation, will the name project an image that will encourage a store on
Madison Avenue to hire you?
Also remember that your name will be a marketing tool, and even though you
want something that is easy to remember, you do not want to be too cute. Select a
name and add a graphic that adds to your marketing image, rather than detracts
from it. For example, “Get Better” for a wellness training company or “Bank On
Us” for a financial management consulting firm might project a less professional
image than either of the companies desires—especially if they intend to provide
services to Fortune 500 companies.
Your logo may be more important than the name. McDonald’s golden arches are
a great example. You don’t need to be as big as McDonald’s to have name recognition
Marketing Image: What Message Do You Send? 59