Starting anything new is an indescribable feeling. The fact that you made it makes you feel so very special. No, I am not going to compare a child and a brainchild, and risk pissing off mothers but, hey, you get my point.
Every little thing you do for this conception is the result of a lot of thought and care. The christening is perhaps the most daunting and sensitive task. You want your business to represent everything you feel (which is already a little too much to ask), then you are required to keep a number of parameters in mind including the simplicity and uniqueness. As a result, you spend days together over it. You ask around, you test it, you write it down, draw it, and what not. Finally, you zero in on a name. Tada.
That’s how Ingenious Aces was born. I went through all these steps (and more) when naming it and I was SO happy that the name did justice to what I was planning on offering: Creative and unique content. From the beginning, I was sure my focus would remain the same: content. I did not want to expand my services or get my hands dirty with too many things. So, it seemed perfect.
Well, not really.
“In-what?”
“What’s the spelling?
“Your email does not exist.”
And many more such headaches later, I started rethinking.
In the beginning, when I had to explain the meaning, the spelling, and the reason, it was alright. But soon, it got tedious. Every time I said the name, I was subjected to frowns, confusion, and sometimes, sighs. I still didn’t think it was too difficult. I mean, I still don’t. But, in the world of business, what matters more; what you think or what they think? If they can’t spell your name right, how will they find you? I found that out a little too harshly. I felt like my business was being bullied because of its unique name, much like some kids are bullied back in school!
I realized that the word “ingenious” was not common or simple after all. I realized the name lacked a much-needed “connect,” which is why the much-more-needed “trust factor” was failing. That epiphany came out of the blue at the office one day and I got to work immediately.
The exercise began again. Think. Search. Ask. Rethink. The Eureka moment came again (despite revolt from my writers who absolutely adored Ingenious Aces).
Presenting to you the Writing Aces! This name was met with numerous smiles and approving nods. Plus, since it directly talks about what we do, I have every finger crossed, that it sticks. Facebook and Twitter are up while I am working on the other sites.
There is no denying that a few unique, lesser known words work magic as brand names but some don’t. It was the latter for me. I hope, you go through this satisfying but painful process only once in your entrepreneurial journey. 🙂
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Recommended reading on this topic:
Perils of Choosing the Wrong Name
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