There are several things to consider when naming your new personal assistant business. Select the wrong name and it could prove to be a burden instead of a brand. The importance of selecting a name for a new business is typically lost on most of us until we actually run into a problem after we have already created the business and its name. Here are some questions to consider when you are selecting a name for your service.

1) Does it reflect what the business does?

If you are creating a business that provides personal assistant services or concierge services it usually helps to have those words in the title. (Example: ABC Personal Assistant Services or ABC Concierge) By including the name of the service prospective clients do not have to guess what you do when they see your name. This can create some other issues though so don't automatically include the service description in your name until you have considered some of the other questions below.

2) What type of image does it convey?

Certain words convey different images to different people. Try to decide what type of general feeling you want to convey, or put another way - What image are you trying to project? Organized and efficient? Stately and elegant? Simple and easy? Reliability? Inexpensive or luxurious? What fits your personality best?

3) Does the name create limitations?

If you name your business Center City Concierge then what happens when you want to expand to neighboring Oak Grove? You can also create at least a perceived limitation by including the service descriptor in your name. What do you do if you decide to completely change the direction of your business? Suppose your company is named APEX Personal Assistant Services and you decide that providing limousine services is what really lights your fire. APEX can be easily transformed. APEX Personal Assistant Services doesn't quite make it that easy.

4) Can the name be built into a distinctive brand?

There are tons of books that have been written on the subject of branding so that some time at the library might be worthwhile. You should try to avoid names that are can be confused with already established brands.

5) Should you use your own name?

A large number of assistants use their own name when naming their business. It is, rather distinctive (unless someone else with your name is already running a highly visible company) and lets people know who you are. The biggest disadvantage of using your own name often comes in selling the company later. If you are the "brand" and you are no longer with the company that can create confusion. It is much easier and cleaner to buy a company that has a standalone name. If you already are well known then your name can sometimes add instant marketability (i.e. Newman's Own brand of sauces by Paul Newman)

6) Is the name already registered in your state or town?

Don't forget to check with the secretary of state or whoever regulates business names in your state and/or city. You don't want to go out and develop brochures, signs, and other costly materials only to find that the name you selected is already being used by another company and they are planning to open a new branch in your city.

7) Will it stand the test of time?

Select a name that is not trendy. Word usage and meanings often change over time in our popular culture. Consider if you name will still sound good in 10, 20, or 50 years and if it convey the same type of image as it does today.

Take some time to consider your name. What sounds good today may actually sound terrible to you a week or a month later. As you can see from just these few questions, name selection is actually more of an art than a science. A name that fulfills one goal may actually create a limitation in another way. The trick is finding a name that does the best job of meeting the goals that you establish for your company.