A Helpful Note About Naming Your New Business

For starters, don’t make it sound like your merchandise was stolen off the back of a truck

Image courtesy of Pixabay

Each day when I drive out of my neighborhood I pass a small advertising sign planted on the boulevard. All it says is this:

“The Heist Boutique”

That’s it. It’s a very small and very blasé sign. Like, a white background with a black, fancy font that’s difficult to read at the speed you’d be passing by it.

Each time I drive past, several questions come to mind.

• Where is this boutique? The sign tells me nothing.
• Did they use the word “Heist” as an attempt to sound so edgy that people will seek it out?
• Did they steal all the merchandise from the back of a truck? It is a heist, right?
• Will they ever attract customers with such a crappy sign?
• And most importantly…does the world really need another boutique?

To be fair, I did seek out their website just to say I did. It’s a nicely designed website but they sell t-shirts with photos of Shania Twain and Notorious B.I.G. That’s about as un-special as it gets.