A well-chosen business name can let customers know what your business does and who you are—but if your name or your type of business is too similar to another business (or businesses), it can actually make it harder for potential customers to find you. Is your home business getting confused with someone or something else?
My phone number is very similar to a rental property here in my home town. I get approximately five calls a week from people who have misdialed and are looking for information on a specific rental property. Despite the fact that I state very clearly on my voice mail my name, my type of business and how to leave a message—I still get plenty of messages for people wanting to know about the two-bedroom duplex on Lincoln Street (or some such property.) While this isn’t the same as genuine business confusion, it can be an irritation! I imagine if it gets really irritating, I can pay to have my number changed. If your business is being confused with another of a similar name, or your services are being confused—it might be easier for you just to change your business name, or add more information to your marketing information to help differentiate yourself.
Confusion isn’t always a BAD thing, however. Many small businesses purposefully choose a name that will make them sound larger or more established. Adding “regional” words or words that are traditionally considered to be solid business names like A-1 or Acme can give your start-up the impression that it has been around longer than it has. Some businesses can actually benefit from having prospective customers confuse them with a more established business.
If you are dealing with some identity confusion in your home business, you’ll need to weigh the pros and cons of making a name or identity change. Will it bring in more business or help you better establish yourself in the marketplace? Or is it better to stay the course and continue building your business’ identity with the name you already have?
See Also: Do You Have a Home Business Title? Do You Want One? and What’s in a Name? Or a Title?