A Poor Brand Name Can Be Like a Slap in the Face When Your Customers Leave You

The reasons why you should choose your company name carefully

I constantly struggle with the name of my business.

It is Borlok Virtual Assistants (Borlok VA). The first part of the name combines my friend's last name and my last name. VA, of course, stands for virtual assistants.

When the company I worked for laid me off, we started our own business. Virtual Assistants at that time were a prime business opportunity. They still are.

Your brand name can make or break your success as a business.

We didn't know that at the time. It's been a little over a year now since my friend left me to be with the Lord from complications of diabetes, Alzheimer's, and COVID.

I'm a content writer. I have even been told that I am a good writer. I want people to know that I write multiple genres.

But does the name of our business hurt the success I want to achieve as a writer?

I have been told yes.

In the case of my business name, I was once told by an influential reader, "I don't know what Borlok is, and I don't know what VA is."

He has a point, but a lot of sentimental value is attached to the company name.

I need to consider if my sentiment is getting in the way of my success.

So, let's experiment. Put yourself in my shoes and choose one of the following statements about how you would handle your decision.

They are thought-provoking statements, aren't they?

Pros for changing your brand name:

There is much to consider before anyone makes a monumental change to their brand name. Let's look at some pros and cons to help you decide.

Brand recognition and clarity: A well-chosen name tells your audience what your business does and the value it can bring.

Professional image: A thoughtfully selected name can convey a professional image and establish credibility. A business name must reflect the quality and professionalism of the services offered.

Avoids misinterpretations: Choosing a business name helps avoid potential misunderstandings or negative associations. A name that is clear and positive provides clarity and familiarity.

Emotional connection: A name that resonates with your target audience can be a powerful tool in building customer loyalty and brand affinity. Your sentiments should not enter into your decision.

Long-term growth and flexibility: A good business name provides a channel for flexibility and adaptability, should the need arise.

Negatives for changing your brand name:

Sentiment vs. Success: A name chosen based on personal sentiment or inside knowledge may not resonate with a broader audience, potentially hindering business success.

Rebranding Challenges: Changing a business name can be expensive in terms of money and time. It’s not just changing marketing materials and legal documents but also rebuilding brand recognition and customer trust.

Market Confusion: A vague or misleading name can create confusion in the market. You have five seconds to make a good impression. If a customer doesn’t know what your services or products are, they will go elsewhere.

Stunted growth opportunities: A name too closely tied to a specific niche, geographic location, or current trend may limit future expansion opportunities.

So, have I answered any questions you may have thought of? Choosing a business name is a critical decision that can have far-reaching implications for branding, marketing, and the company's overall success. Choose the wrong one, and it will chase your customer away. While personal sentiments and the stories behind a name are valuable, you must balance market appeal, clarity, and scalability.

What will Borlok VA do? I don’t know yet. I plan to do more research on my available options. However, if I change my brand name, I will probably start with Substack.