You might think weird business names might lose potential business, but it’s often just the opposite. Unique company names actually serve a pragmatic profit-producing purpose. Even though they may not be literal or descriptive, they are memorable! Case in point… the flooring company I’ve used on four separate occasions — but one which I could not recall by name. A call to the operator went something like this…

Forgetful me: “Yes, I need the number of the Floor Store…”

Dispassionate Operator: “I’m sorry, we’re not showing a ‘Floor Store’ in Asheville.”

F.M.: “Well maybe it was the Floor Stop…”

D.O.: “No sir, no ‘Floor Stop’ either…”

F.M.: (Feeling somewhat panicked at the thought that perhaps I am only allowed two guesses…” “Could you try One Stop or One Floor or Flooring Stop…”

D.O.: “Sorry sir, nothing on anything you mentioned or are about to mention…”

F.M.: “Can you look up the flooring category?” (the store was out of our area and not in our phone book)

D.O.: “Sir we are not the yellow pages…” (sound of clicking noise and silence)

At this point, I’m looking for check stubs and combing the junk drawer on the off-chance there might be a left behind business card. I am feeling at a loss for not being able to simply call a business I’ve dealt with on a number of occasions and spent the better part of our kid’s college fund with.

After typing various keyword entries on the last remaining hope… Google, I found the name. “Your Floor Stop.” Now if I, a previous customer, had that much difficulty recalling the name, imagine a potential customer hearing it in passing on the radio while three kids are fighting over a soccer ball.

In the vacuum-like atmosphere of the company meeting room, it’s natural to lean towards literal and descriptive names and phrases. But before you do that, look up your industry category on dmoz.org and see how just how much your new name would stand out in the crowd. It may sound like ten or fifteen other companies… i.e. The Floor Shop, My Floor Store, The Floor Place, Floors & More, etc. And as I experienced (and most likely your customers have as well) the operator is of little help in unearthing your name.