Naming a Consulting Services Company
By Phil Davis
President of Tungsten Branding
With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought after branding expert, Phil has been quoted in The Wall Street Journal, Inc.com, Businessweek, Entrepreneur, and Newsday.
The Right Consulting Brand Name Makes All The Difference
When naming a consulting services company, creating a unique and compelling brand name can be a tricky business. On one hand, defaulting to a surname or legacy name says little about what your firm does. It can also create problems when it comes time to sell the business. Shortening last names to acronyms can make matters worse, as you now have to compete with companies worldwide using the same letters.
The key to naming a consulting company effectively is to build the brand around the firm’s “pivot point” or key attribute. Most companies pride themselves on doing things better, faster, more efficiently, more creatively, with greater innovation, etc. By building your brand on how you do business (vs. what you do or who does it) you will have an enduring and timeless identity that remains distinctive and compelling. Below are a few IT, medical, financial and business service consultancies that we have named and branded over the past few years.
1Rivet – This energetic, business strategy firm was originally named SIC Consulting. The obvious faux pas was that the name was indistinguishable from “sick” consulting… not a healthy way to introduce yourself. In addition, the acronym based name said nothing about the company. With the name 1Rivet, the company now promotes its pivotal role in providing data driven business solutions. The new name has them centered, focused and determined to drive business.
Revecent – When providing ERP (Enterprise Resource Planning) services, a strong company name is crucial for instilling trust and confidence. The name also needs to point to a benefit, a key attribute that the company provides beyond their literal goods and services. In this case that benefit was progress — progress delivered by the application of experience and good old know-how. With years in the business, this client was able to introduce his newly named business and keep the conversation moving forward.
Applied Progress – When providing ERP (Enterprise Resource Planning) services, a strong company name is crucial for instilling trust and confidence. The name also needs to point to a benefit, a key attribute that the company provides beyond their literal goods and services. In this case that benefit was progress — progress delivered by the application of experience and good old know-how. With years in the business, this client was able to introduce his newly named business and keep the conversation moving forward.
GreenPeg – When this customer service consulting firm needed a name to advance their brand, we created GreenPeg. This “positive connotation” name conveys the company’s ability to open doors, provide access, create opportunities and move their client in the right direction. On their About Us page they now state “Green Peg is about advancing customer service. “Green” is a color synonymous with “GO!” and a “peg” is something you use in a game to move ahead, keep track and tally the score. Let us help your organization make the right moves!”
HudsonPilot – This pension fund management firm needed a name to capture their “trusted advisor” position in the market. The new company name Hudson Pilot does just that… instills and inspires trust — “piloting” their clients through the perils of the financial markets and helping them to land more safely. These type of metaphor names can work well, providing a rich marketing vocabulary to support the brand message.
If you are in need of a brilliant brand name for your consulting services company, just fill out our Getting Started form for a no-obligation assessment of your project. Or call us at 828-877-2699 to discuss your needs. Either way, we’ll provide recommendations and solutions for branding that adds value to your bottom line
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