What’s in a name? I’ve heard it said that to almost everyone the sound of one’s own name is the sweetest sound there is. Don’t really know about that, I think I’d rather listen to some good music that somebody chanting my name. Guess it might depend on the chanter, but that’s another story. Anyway a person’s name is nonetheless very important.

But what about a business…what’s in a businesses’ name? Well, a lot I think. This particular lesson is not about the name you chose for your business, we’re probably too late for that subject. But you know what drives us crazy when we go in to help a business over a hump or to make a good one even better? It’s not the name of the business, but the fact that the name is conspicuously absent in retail space.

If you’re in your store right now, look around. How many times do you see your businesses name? Think it’s not important? How often does someone say, who do I make this check out to? Where am I? Earth to storeowner, earth to storeowner: you spend hundreds, even thousands of dollars a month to bring people into your store. Perhaps you advertise on television or the radio. Or perhaps your advertising is more print based…doesn’t matter, you are spending big bucks to bring people into your store. Does it make any sense at all to abandon your message once the people get there? It’s ludicrous isn’t it?

You have a wonderful opportunity to communicate with people while they are on your turf. You need to tell them about your services, your products, and your value. Let them know what makes your store unique. Go ahead, brag about it. This is one time mom would approve. But for the love of heaven, your store has a name…make sure you use it.