Using your name as a store name?

[chodges84]

Hi,

with the increasing lack of domain names (and my lack of originality!), I was thinking of using my name as the store's name. Obviously people have hack success with this. Sainsbury's, Morrisons etc., but what about on line?

If I came cross Wally's Widgets, I don't know what I'd think, but I was thinking of using surnamewidgets.com

I always think you'll be considered 'Small fry' if you do this, but am I wrong? Does anyone else use this to name their ecom sites?

Thanks,

[Automan Empire]

Well, you might save the nominal cost of a fictitious business name filing. On the other hand, imagine yoursurnamewidgetsucks.com popping up in the not so distant future. Using your name has potential, but also some pitfalls. Odds are low you will be the next Woolworth, Harrod, or Fry, but if it does become a huge success, wouldn't that be neat?
Sometimes, looking small enough to care is an advantage in a world of uncaring megacorporations.

[jecasc]

I think that it depends entirely on your name if that works or not. It it sounds good that could be ok.

My name would not sound very good as a business name. At least not in my language. However if I translated it into English it would sound ok. At least for running a quarry.

(If you know what Fred Flintstones boss is called you'll know my name in English.)

[hannamyluv]

I always think you'll be considered 'Small fry' if you do this

Try telling that to Wal-Mart (Sam Walton), Sears (Richard Sears), Eddie Bauer (Eddie Bauer) and just about every other major department store, clothing store and grocery store I can think of. ;) It's not small fry, it's a long standing tradition for store owners. If you present a good site, the site will be respected no matter what the name. I mean really, if their was no such thing as Wal-Mart, what would you think of a site called walmart?

[minnapple]

My llc business name is my first name + middle name.

It would be easily transfered ( sold ) to another person [ I would like to retire someday ] , because is not my real name.

So you might want consider that option.

I will mention that both my first name and middle name sound like last names [ i.e. smith & hawkens ]

[lorax]

>> I always think you'll be considered 'Small fry' if you do this, but am I wrong?

You can't count on this sort of blanket theory. In some cases it may be true but in others it is definately not true!

The name of the game is branding and branding depends upon how memorable the brand name is. IF the name isn't very memorable like "Smiths Computer Parts" then it won't work very well. With non-catchy names it's not impossible to build brand recognition but it does take time and money. The list of US companies that have spent decades building their non-descript brand names includes International Business Machines, Westinghouse, Ford, J.C. Penny's, LL Bean, and Eddie Bauer. All of which achieved name recognition at the level of becoming household names.

So I'd offer that if your name is unique and you can use it in some fashion that makes the biz name memorable then you're more likely to succeed at the game. Otherwise coming up with a unique name is a better way to go. Create a word if you have to. The words Dunkin' (as in Dunkin' Donuts) and Krispy (as in Krispy Kreme) don't exist in the dictionary but certainly do in minds of US consumers.

[shigamoto]

Here is a few pointers about names.

Using your surname is great if it sounds good. Keep in mind that you as a person will be in focus, not the company. It's always good to remember both in good times and in bad.

If your surname doesn't work try come up with another name, I would use something that describes the service, like blue-widgets.com. You don't have to spend as much on advertising if the company name corresponds directly to the product.

Imagninative or abstract company names works, but you do have to make more advertising in order for customers to grasp what your company is about.