Business Naming – Convenience Stores

Joyce Duncan, Director of Operations of Enterprise North East Trust comments, “The convenience store market is an extremely competitive one and this means that it is even more important for store owners to get it right when choosing a name for their business.  They need to ensure that they give their business the right name; something memorable which gives an indication of what products they offer.  Remember that the first contact that anyone has with your shop is when they learn its name.”

Joyce has this advice for things to keep in mind when choosing a name for a convenience store.

• Don’t rush it

The name of your shop is extremely important and should not be the result of a quick decision.  Take the time to consider what image potential names will convey and whether or not this image will appeal to the market that you are entering.  When you have whittled your selection down to several potential names it could also be a wise move to carry out some market research.  This could be as simple as talking to friends and relatives and seeing their initial reaction to your proposed name.  This will give you a valuable indication as to whether or not you are heading in the right direction.

• Memory appeal

The name should be easy to remember and in terms of marketing your shop it is helpful if the name reflects the products that you are providing.

• Longevity

It is important not to choose words or phrases which are very fashionable now but are likely to date quite quickly as in time this could lead to the perception that your business is old fashioned and behind the times.

• Sensitivity

There are certain words or phrases which are deemed sensitive because you have to have official permission to use them. 

Terms which suggest that your business is of national importance such as British or National fall into this category, as do words like authority, chamber of commerce, charity, insurance, architect or chemist, to name but a few, as these imply a special status, particular function or specialised activity.  Words that convey connections with either the government or royalty are also considered to be sensitive.

• Ease of Use

There is no point in having come up with an extremely original and distinctive name if none of your potential customers can pronounce, spell or worse still, remember it.  Remember as well that people tend to be creatures of habit and like things that they can identify with and understand.

• Growing Room

Even though you might be starting off as a small business with one shop, every business has potential for growth and therefore it is worth baring this in mind when naming your business.  It would be a mistake to choose a name that only applies to a very small niche market if you plan to expand your products/services into a wider field at some point in the future as this could necessitate a potentially expensive and lengthy re-branding exercise.

• Distinctive

It is important that your name should distinguish you from your competitors.  Selecting a name that is too similar to another shop in your target market would be a disadvantage; potential customers could easily make the mistake of remembering the name incorrectly and choosing to visit your competitor rather than you.

Finally, remember that the choosing the right name for your business should not only be an enjoyable and creative process but also the start of a long and successful partnership.

Enterprise can provide business advice for all sizes of business on all aspects of running a successful business, including selecting a name. Enterprise’s experienced business advisors provide a ‘one stop shop’ for all business development needs from start ups to well established businesses.  Enterprise can be contacted on 01467 672500 or at www.enetrust.com.

Ends

For further information contact:
Lyndsay Brackenbury
Tricker PR
9 Victoria Street
Aberdeen
Telephone  01224 646491
Direct Line 01224 654086
Mobile  07780 680751
Email  lbrackenbury@trickerpr.com