From what I’ve observed, good branding has little short term benefits. In the long run, however, it promises two major advantages that I can see: a) perception of professionalism, and communication of your style through your brand; b) association of your work with your brand. Also, people say that re-branding after you have already established an online presence and/or a customer following is a pain in the ass – so it’s better to do it right-ish from the beginning.
There are some legal aspects to consider when branding: making sure that the name you’re choosing isn’t widely used by other businesses, that it isn’t trademarked; registering for a “doing business as” license with your state; maybe even taking the steps to trademark your own business name, along with related phrases.
Me, at this point, all I’m aiming for is to pick a name that’s not too silly and comes up on the first page (or better yet, first overall) when googled.
Which means OAK Crafts has got to go. I really liked “OAK”, as it’s both my full initials (Olga Andreyevna Kochergina being my full Russian name), and it’s a tree! And trees are awesome. There’s so much association with nature, and potential growth, and longevity. Alas, oaks are popular trees, especially for wood craftsmen, and there are all sorts of Red Oak and White Oak businesses.
Another name I was considering is my online name: mimB. It started as a deviantArt user name, MimozaBlooming, for the branches of yellow mimosa flowers (in English referred to as Silver Wattle) that are a popular gift in Russia on International Women’s Day. I haven’t been able to find them here. They are a part of Moscow culture that I’m still nostalgic for, even though it’s been 13 years now, and I’ve officially lived longer in USA than in Russia.
In any case, “MimozaBlooming” is a mouthful, even a little pretentious. Yet I didn’t want to go by “Olga”, with its English hard L that makes my perfectly lovely russian name sound like quaking geese. “mimB” is a great alternative – short, cute, bubbly. I’m almost tempted to use it in real life introductions. But, just google “mimb”! Did you see the first thing that comes up? What the hell is that, even?! (Sounds hardcore and not something I’d like a jewelry business to be confused with).
So back to the brainstorming board I am. My current ideas all center around my nature obsessions – flowers, weather. Dozing off in a field on a lazy afternoon with wishes for nothing but a mosquito net. Greeting summer rain with bare feet. More flowers.
- Breath of Wildflowers
- Wildflowers in Your Hair
- Wildflower Spring
- Wildflower Slumber
- Sunshowers & Thunderstorms
- Daisies & Dandelions
After a day’s worth of thinking, I’d vote for Wildflower Spring. I like it most for the triple meaning of ‘spring”: a spring as in the start of a stream; to spring as in to begin and to leap; and Spring the season.
What do you think? It that something you’d find easy to remember? Do you have any general advice for naming?