Jacqueline Gowin

How to name a new company?

Asked September 19, 2012 by in Business Planning/Development

I am literally in the epitome of the "seed" stage with my company. I am the only person, and have no customers, but want to start my branding in the right way. I am looking for some feedback on naming my "company". I am a recruiter that would like to launch a resume review/ interview coaching company that strives to help people throughout the entire process. I currently have "The Review Board" as my generic title, because I dont want to have to teach people what my name means. Do you think this title is sufficient? Does it come off as too stuffy or intimidating? Some people say to use my name, Jacqueline Resume Consulting, or my initials, but I dont know how I feel about that! Any thoughts/ opinions would be greatly appreciated!

DD Mishra
DD Mishra  Jacqueline, In my humble opinion, the name should connect with your job as you are in a very specific area. Also the review board might scare to few and does not appear to be very attractive unless it becomes a brand. I personally do not suggest that you should use your name coz tomorrow you might grow this business into a large one. Hence use a name which makes it brand. Employees would like to feel proud of the name and brand. Also think from your clients perspective as well.
November 12, 2012

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Jim Single

Jim Single   September 21, 2012

Personally I don’t think the name of a company is as important as the USP (unique selling position) you use with the company name. A name like “The Gowin Group” would work but in the USP you need to state what the company is all about, and that can change with time. A quick thought on a USP; Ensuring your first impression is the best impression.
Your USP is the force that drives your business and success. It can also be used as a "branding" tool that deploys strategy with every marketing effort you use such as an ad, a postcard, or web site. This allows you to build a lasting reputation while you're making sales. The ultimate goal of your USP and marketing is to have people say to you... "Oh, yes I've heard of you. You're the company who... " - And then respond by requesting more information or purchasing.
Federal Express (FedEx) dominated the package shipping market with the following USP: "Federal Express: When it absolutely, positively has to be there overnight." The deployment of this USP allowed Federal Express to emerge as the dominant leader in the industry, taking market share rapidly, and also increasing its sales and profits
But as their business changed over the years and I believe their newest USP; ‘helping you synchronizing your business.”
The point is the company’s name is still FedEx (Federal Express) but their USP changed to meet the current market conditions.
Also the others who have mentioned checking the URL are very important as well. It needs to read well as a combined word. I remember a client whose business was Nu-Design… so he had a URL WWW.Nudesign, it could be read a Nude-sign, so look at the name to see if there are any ‘hidden words.”

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Jon Muller

Jon Muller   September 25, 2012

These are good ideas. One last thing, once you have a few possible names or variations: go to your Secretary of State website and check DBA and LLC names to ensure no one is using the one you like. When you're ready, register your name so someone else can't (it usually costs about $20). You can then use the name when establishing an LLC or whatever. It will also help when you do your taxes.

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Henry Knoblock

Henry Knoblock   September 27, 2012


You first need to determine what domain names are available to then determine the name of your company - as an example jrcconsultingllc.com is available at the moment and then you need to reserve the name with the State of DE (JRC Consulting LLC) for $75.00. Having a web presence that you can use to gain visibility to your target market (people on the web looking at job boards and Linked In) is probably the most important first step in starting a company. You can use your web site as a destination for all your social media and blogging activities. You can contact me at henryknoblock@hitechlawgroup.com if you want to pick my brain on any other issues you have at the moment or would like to be pointed in the right direction.

Henry Knoblock

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Pat Alacqua

Pat Alacqua   September 27, 2012, Edited September 27, 2012

I recommend outlining your thoughts with a creative input brief 1st... it will give you some "stakes in the ground" to consider any naming options you develop. the creative input brief outline should include some of the following:

1. A Position Statement for your company - the primary benefit to your customer for what you do and why it is different than your competition... and why they should believe it

2. Who is your specific target audience(s) and what benefits to you provide each audience?

3. What is your brand personality? Characteristics you want attributed to your brand name... example such as carefree, youthful, influencial, accomplished, successful, trustworthy, rugged, hip, bold, fast... etc... on and on ... as you consider your target audiences, consider the traits that they will best relate to and want to buy from

4... Advertising Promise ... after exposure to any of your communications to a prospect/customer, what is the take away promise to the recipient?

5... Inlight of your responses to the outline/ "numbers" above, what colors for your communications will best reflect who you are to your prospects and customers

As you finalize your strategy with above answers, you will have a good foundation to choose a name and tag line (if you plan to have one) ... too often people create a name without the right communication strategy behind it.

All food for thought... I hope you find helpful!

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Rob Wolfe
Rob Wolfe  Great advice, Pat. Too many people think name and logo is the place to start (and some people even think their brand is simply their logo!). Doing what you suggest will help ensure the brand is well defined first, and choosing the company name should follow.
November 4, 2012


Chris Leyerle

Chris Leyerle   September 20, 2012

A few thoughts:

All businesses need to have a web address, so, although it may seem a bit like the cart before the horse, take a look at URLs that are available before selecting a name. Ideally you want a name that maps easily to a URL. Secure the URL before annoucning your name.

Do a trademark search at the USPTO (and internationally as appropriate.) Don't make the mistake of picking a name to which someone else has rights because you'll just have to change it which is a hassle, expensive, and confusing to your customers and others.

Avoid misspellings or letter substitutions of names, so nothing like JaquelineGroop or JaquelyneGroup, etc. I would also avoid appending such things as "My" "Inc" etc. as it makes your web address harder to find. Get a .com if you can; the other TLDs are still less desirable real estate.

Solicit your friends broadly for ideas and to vet whatever you come up with (you're asking here so I assume you're already doing that.)

I would also avoid longer names. People hate typing in things like JaquelineResumeConsulting.com.

Consider embodying your value proposition in the name as it helps people identify your brand value to them more readily. Of course, many of these will be taken, but it is possible still to find available names if you are creative and diligent. For example, I recently had a company (now defunct) that we named ArchSkills, a provider of skills training for personal and professional success. I was surprised to find something like that, but it toook a lot of ideation and searching.

Check out some of the name searching tools on the web. You might start here: http://mashable.com/2010/08/17/reserve-social-media-names/

Good luck!

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Jesse Domingo

Jesse Domingo   September 21, 2012

The name should be impactful and
descriptive of what you are or what you do,
however, not too long or complicated but easy to recall.

"The Art of Merging" 21 Sep 2012

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Edwin Flores

Edwin Flores   September 21, 2012

My having twenty years in marketing adverting and now a social entrepreneur looking to help others, I love your courage to seed your company with a new name.
My suggestion:
Company: Beyond Resume Review

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Dimitris Vavatsis

Dimitris Vavatsis   September 23, 2012

* My Company *

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Shawn Kalin

Shawn Kalin   November 29, 2012

Hi Jacqueline. Did you name your business yet? If not, I can help 20+ years naming, brand identity with web analytics tied in. Starting at under $1500. let me know.

Shawn Kalin

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John Kirk

John Kirk   January 10, 2013

Hi Jacqueline

I don't know if you are still looking for an answer to this question, but to me the answer just jumped right out. Your surname is Gowin, read it as Go Win! You are planning to coach winners after all.

Mike Fesler got there with Gowin Group and a close match domain name is still available. I won't post it publicly for obvious reasons but message me and I'll give it to you. Your name also gives you access to your slogan, e'g' coaching the winners in the job market' or 'coaching future job winners' - just go play with it and see where it takes you.

Good luck


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Steven Howard

Steven Howard   December 1, 2012


There are many factors to take into consideration for naming your company, including whether the URL, Twitter, and Facebook names are available. In today's world you now have to ensure you can easily be found through Google searches and social media platforms.

Also, it depends on whether you will be focusing in one specific geographic area, or even in a particularl industry or industries.

Besides the name, you also want to have a clear and concise set of brand characteristics, some key message statements to use consistently, and even an "elevator speech" prepared.

Send me your email address and I will send you a copy of my book Corporate Image Management, which has some tips to get you started.

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Andy Inman

Andy Inman   October 30, 2012

As others have said, think about the domain name (web site address) first. Once you've found one that works and is available, the company name will follow. These days it's very difficult to find a decent .com name that's not already registered, and you'll need to be quite creative to find one that both sounds good and gives the right impression. It's not just the web-site address but your email address to.... giving out an email address of whatever@gmail.com ok, but jacqueline@resumereview.com sounds better (but of course, resumereview.com is already registered!)

Something that's perhaps lesser known is that once you have a domain name you can create unlimited sub-domain names from that. A sub-domain is simply something preprended to your domain name with a period. So, if you registered jacquelineconsulting.com (which *is* available) then you could use a sub-domain like resumes.jacquelineconsulting.com as your web/email address if you wanted.

To search for available domain names there are many services available, just look on Google. One thing be careful when using domain names made up of two or more words squashed together - companies such as Pen Island and Powergen Italia din't think of that! - more examples: http://grupthink.com/topic/22

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Alrick Robinson

Alrick Robinson   September 26, 2012

Jacqueline, the name is important but you could spend a long time trying to find that "perfect" name, which can be an excuse at procrastination. I suggest a name that indicates the business you are in and one that you will not have many conflicts in say URL and other listing like the phone book, etc. Once you find a suitable name the branding and the service you provide will soon make you come alive. What, for example is a "Microsoft"? A good strategic approach to your business will give it purpose and help to carve out a niche. if you deliberate the name too much you will get as many suggestions and options as you ask for opinions...what is a Nike? Just do it!...with intelligence. :-)

Alrick Robinson

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Ken Trionfo

Ken Trionfo   September 27, 2012

maybe "Review You" or "Launch You"

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Gerrit Betz

Gerrit Betz    September 27, 2012

After you brainstorm, be sure the name is available.

You'll want to see if the name is taken as a:

domain name,
social media name(s),
corporate name (go to your Secretary of State's website to check)
trademark (you can try to search the USPTO or hire someone to do it)

I've seen people start up and then immediately get Cease and Desist letters from others who have the same name already.

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Marlo Thomas
Marlo Thomas  You took my thoughts! Great points!
September 27, 2012


Luiza Campos

Luiza Campos   October 9, 2012

Hi Jacqueline, I'm a brand and marketing specialist with over 20 years of experience and have my own brand and marketing company. Naming is one of the services I provide. You're right in wanting to get the brand of your company right form the get go. It's a lot easier to introduce a new image than try to change an existing one. So setting the right brand image from the start is the way to do it. The name of your company can reflect or indicate what is it that your company is about which would help not having to explain every time, as you mentioned above, but keep in mind you can add a tagline if you need which can further clarify what you do. If you want the name of your company to be reflective of the work you it's important to choose the right words, "The Review Board" can be confused for other meanings. Typically review boards are boards that review cases that are being contested in court or in other places, not sure it captures what your company does. "Resume Consulting" on the other hand offer a more clear description of what you do but is very specific and may not include all that your company offers. My suggestion is to first identify all the services you provide, what are the benefits these service provide to your target audience and what is the image you want to have in the market. Do you want to be perceived as a more formal, conventional company or a younger, more modern, etc.. Once you have all of these ideas down in paper, think of descriptives, or words that would help express the image you want to have as well as illustrate what your company is about. This is the basis of your brand and is extremely important you identify them now as all your future materials, from your website, business cards, colours, ect. would be based on this image you are trying to protray. Make it both authentic ( a true reflexion of who you are) and relevant to your audience. Best of luck. Luiza Campos

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Reg Charney

Reg Charney   November 9, 2012

This is the guideline that we have at WizOf.Biz for creating a company name:

A company name is part of your branding and is central to your identity in the marketplace. It must be:

1) Unique
2) Easy for others to spell.
3) Unambiguous. For example, A-B-C.com is a poor name if another name like ABC.com already exists.

It is also nice if you have a company name that:

4) Is easy to pronounce
5) Hints at or says what the company does
6) Is a URL. Using this form of company name also has benefits in terms of search engine optimization.

Lastly, be prepared to compromise among these 6 requirements.

For example, we have chosen WizOf.Biz as our company name. It is also our URL. It hints at what we do, is fairly easy to spell, is unique and basically unambiguous. While not perfect, it takes all 6 rules into consideration. We found it an acceptable compromise among these six requirements.

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Simon Sundaraj-Keun

Simon Sundaraj-Keun   September 28, 2012

Take your time and discuss with friends/family. Something that stands out but reflect who you are or beliefs or have a meaning. Making it simple and the clients/consumer can roll out their thoughts.

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Sonny Wang (王磊)

Sonny Wang (王磊)   September 30, 2012

I recommend to keep it simple and to the point. Start by making a list of names you think it would sould good and relevant with what your business is going to be. From there start eliminate the bad, the not so good, and to the final round. Once you picked a list of good names, go on to the worldwideweb search to see if any these URLs are available. If none of these are avaialbe, start the process over.

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Dennis Zink

Dennis Zink   September 19, 2012

Give it more thought! Take out a piece of paper and write whatever comes to mind about the business, what you want to accomplish with it, how you want to be known, etc... Then, try to combine some of or parts of these words that mean nothing now, creating a "new" word or term. It will be more memorable and chances are everything else is probably taken anyway. I have done this successfully many times and believe me it really works. It is fantastic when people refer to your "homemade name'. Thiink of Xerox, IBM, Netflix, EXXON. You could add a descriptive tag line as part of or just below, the logo. Hope this stimulates more thought!

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Rob Wolfe

Rob Wolfe   November 4, 2012

I agree with the comments about ensuring you get the domain name/URL for your company name. But it's also important that you don't choose a name that corners you and your brand into an irreversible niche. As your business grows, your target market needs may change or your area of focus for your business may need to change due to social or other external factors or your shifts in your own passion. You want to be sure your name will allow your business to grow in whatever direction you are led. You should consider whether "The Review Board" is too narrow or whether it allows for growth of your business or shifting of your services, without keeping you bound to being only a resume review company.

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Dwayne Waite Jr

Dwayne Waite Jr   September 19, 2012

There will be people who'll answer this with "clear-cut" responses, but in all honesty Jacqueline, it all depends on how you want the name of the company to represent you and your services.

Be creative, it could be anything, right? Who knew that an internet search engine could be called something like Google?

You can be straight to the point, or you can add some personality and character to it. The name of the company will help differentiate your business from others. It should represent what you're trying to in order to offer a better answer to the questions your waiting customers are going to have.

One thing is clear: it's got to be a name you love. Because the biggest advocate for your company and what it stands for is always going to be you.

good luck!


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Luis Heimpel

Luis Heimpel   November 19, 2012

Many good ideas have been suggested. Do as many as you can, take your time. Eliminate, make a list of those you like. Check your list against registered or existing names (many of the names you will like will already exist!). Eventually you will arrive at a name you like, domain and name registration will be available. Good luck !!

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Joshua Colbert

Joshua Colbert   October 1, 2012

Everyone has shared some great ideas. One thing to keep in mind is that when you design a name, you should be VERY mindful of how it sounds. Names that are catchy or most importantly rememberable usually have rhythm, rhyme, Alliteration or the name provides a solution to a problem. Examples:

Names that Rhyme:
Mike and Ikes
Handy Manny
Laffy Taffy

Names with Alliteration:
Bed Bath and Beyond
Mozo Marketing (my company..lol)
Brooks Brothers
Shop n Save

Name provides a solution to a problem:
Stone Stiff
3 Day Blinds
Grass Gone

Of course there are simple one word names that are strong such as Nike, Pepsi, Target, etc but the majority of the most rememberable names have the elements that I listed above. I hope that helps

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Dan Norris

Dan Norris   September 19, 2012

I wouldn't stress out too much about your name at this stage. Every rule people tell you about choosing a name, some successful company has broken it. The review board is fine, move on to finding a customer. By the time the dust settles once you start working with real customers you might find your business is entirely different to what you originally thought.

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Steve Fitzpatrick

Steve Fitzpatrick   September 19, 2012

I'd write down a bunch of names and then cross out any that have 'negative' connotations.

As some others have pointed out, The Review Board in almost every instance is not a good thing. I'd cross that one out immediately.

I'm not a fan of using personal names, but some businesses thrive because the owner is the face of the company and they put their name on it. However, if you ever want to sell it's a little more complicated.

The other thing you want to do is be a little more generic. That way you can add on additional services in the future (probably things you're not even currently thinking about) without them being too obscure. By that I mean if you named yourself 'Resume Writer Professionals' but later switch to a mining recruitment specialist company, you're name isn't that suitable.

If your name can convey some kind of advantage or benefit, it would be great. So here's a couple of names i can think of that might help to kickstart a few other ideas;

Best Foot Forward
Advanced HR
The HR Coach
The Interview Coach
Land That Job
B Prepared

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To be Removed

To be Removed   September 20, 2012

Hi Jacqueline, The first important thing is you know what you're goals are. Just don't stress about the name. The best names come naturally. But if you want keep pen and paper within reach. Write down any thought you have or keywords you like your company is recognized with. After some time (mostly a view days) your desired name is born. But for all it has to be your company name. Goodluck.

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Mike Fesler

Mike Fesler   September 20, 2012

For now. . . .
I would simply use your last name followed by Group.

Gowin Group.
Able to design multiple Logos from this as well.

You will need something that brands, you need something that gives freedom and the perception for you and the direction that you desire to go.

The "Group" is a perception that can grow from me, myself, and I to whatever level you want to grow.
The description can be a tag line. IE. (Executive Recruitment & Mentoring).

Just throwing some Ideas at you!!

All the best!!

Mike Fesler

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Rich Grehalva

Rich Grehalva   September 20, 2012, Edited September 20, 2012

Jacqueline... there are already some great ideas others have provided. I want to approach this from this view... when people think of the name of your company... what do you want them to feel, see or say to themselves?
If you have named your process which I strongly recommend you do, this might be the name.
Think of what result your clients gets from using your service. My thoughts are "Get Hired" or "The Interview Advantage" are some ideas to get you thinking.

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Berry Zimmerman

Berry Zimmerman   September 20, 2012

Jacqueline, you're getting some good advice. I would stay away from "Resume" and "Consulting." Resume's may be a document of the past within a few years and consulting is NOT what it sounds like you do. Coaching or "Coach" is a much better descriptor of how you are likely to deliver your expertise.

Give some thought to the benefits that your clients receive from your services. Ask a few clients to share their thoughts about you. Listen carefully for common nuggets or sound bytes that you can use.

Be careful creating new words for your business. They require a lot of testing with your perfect prospects.

Consider using a keyword phrase that your perfect prospect may type in to Google to find services that you offer. You can always attach your name or another noun to the front or back without diluting the keyword phrase.

Lastly, watch Simon Sinek's TED Talk video on The Golden Circle or read his book titled, "Start With Why." Identify your "Why" and learn how to communicate it. You may find a broader name from your business purpose than focusing on a particular service that you offer. How many buggy whip companies do you know?

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John Plante

John Plante   October 3, 2012


My humble opinion is this..
Focus on the development of the business model and the name will come from that.
In terms of the name - decide if this will be a personal brand or national brand? this again will come from developing the business model

also in terms of the name- consider a name that even a grade 7 will understand- i.e. MyInterview.com type thing something very direct, specific as the generic name not coming from that industry had no idea what you were ?
Good luck, hope that helps!


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Stacie Hudson

Stacie Hudson   September 20, 2012

I, suggest that use your name's initials to have individuality, that encompasses all of the services you provide for your customers and do a name search at your local Records building. Remember, you can rebrand again, again but your most important issue is identity.

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Geraldine Noel

Geraldine Noel   December 12, 2012

Use a domain generator to find an availiable domain name that you like... then use it for the company

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Mike Fernandes

Mike Fernandes   February 25, 2013

Some tips:
1) the smaller the name the better (keep it as one word)
2) Easy to pronounce
3) best if you can turn it into a domain name (but not as easy)
4) customers can see what you offer through your name (even in some type of hidden message)

Other note: The naming of company can be a fun part with friends. Get name ideas from others.

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Dom Risebro

Dom Risebro   September 20, 2012

Sounds like you have a good understanding of the Customer pain point that you will be addressing and therefore (hopefully) a pretty rounded out articulation of your value proposition to go and pitch to the world? I would just crack on with business and let the first few paying customers and the traction you achieve with them help you decide on a naming convention... alternatively go to something like domainhole,com and spin a few names around to generate an initial landing page. Nothing more concrete than that for now...

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Madhavi Sood

Madhavi Sood   September 21, 2012, Edited September 21, 2012

Dear Jacqueline,
The first name 'The Review Board' is good though it would not fit into the Portfolio of Recruitment / Resume appraisal and Interview Training that you have conceived to do.
But then, that's my opinion and hope you don't mind?
Maybe you could put your initials or some name like 'Directions HR-Recruiting & Consulting' with a suitable motto of Training Services added on to it ?
Just an idea. Best Wishes for your Company (do let me know what you finally decided )(
Best Regards
P.S . : I understand you have got a lot of Advise and agree that your name must Project, Reflect what your core work is going to be ? So ask your own self whether it will be Training or Placement or both ? Write down Pros and cons on pen and paper. Check your gut feeling, make a web presence and an email id .. ... Start calling and getting your Clients (if its training prepare a schedule and follow it, spread the word ... )
All the Best!

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