Pothole Pictures: Normally this name wouldn't create a positive
image for a movie theater. But in Shelburne Falls,
Massachusetts, where glacial potholes in the Deerfield River
running through the village are a cherished part of the
landscape, the name works well.
When naming a business whose geographical reach and clientele
are mainly local, you can use nicknames, regional or city lore,
local in-jokes and historical references that might be lost on
outsiders. Subliminally, these kinds of names drive home the
message, "We're rooted in your community."
Besides features of the landscape, consider these sources of
inspiration:
* City nicknames. Some residents of Northampton, Massachusetts
affectionately refer to it as "Noho," so a local studio calls
itself Noho Yoga. Happy Valley Gifts in nearby Amherst also
plays off a local nickname.
* Historical references. Paradise Copies, Paradise Spa and
Paradise Taxi all refer to the locally well-known fact that in
1851, Swedish singer Jenny Lind pronounced Northampton "the
Paradise of America." Likewise, residents understand that the
Calvin Theater pays homage to Calvin Coolidge, who before
becoming U.S. president served as mayor of Northampton.
* Archaic names. Geographical names no longer in use may have
the same sort of cachet for locals in the know. Norwottuck
Realty Company and Nonotuck Community School both make reference
to Native American names for what is now Northampton.
* Local in-jokes. Upingil Farm in Gill, Massachusetts
"humorously describes its location perfectly for those of us who
live here," a colleague tells me. "I'm sure the owner of the
farm has been referred to as 'Mr. Upingil' by outsiders who
don't understand the pun in the farm's name."
Homegrown industries and the mascots for high school and college
athletic teams in the area can also inspire business names with
a local aura.
What about locally inspired names for companies doing business
nationally or internationally? In most cases, such a name won't
register meaningfully at a distance. It won't hurt but won't
help the business, either. At worst, such a name can backfire.
For instance, Nobscot Corporation is named after an Algonquin
Indian word meaning "rocky place," and alludes to a hamlet in
Massachusetts frequented by author Henry David Thoreau. Nobscot
comes across respectably in the U.S. but evokes snickers in
England, where "nob" is slang for a private part of the male
anatomy.
Use my examples from Massachusetts to spark insights and ideas
for your own locale if you have a local business to name!
About the author:
Marcia Yudkin is the author of 6 Steps to Free Publicity and ten
other books hailed for outstanding creativity. Find out more
about her new discount naming company, Named At Last, which
brainstorms new company names, new product names, tag lines and
more for cost-conscious organizations, at
http://www.NamedAtLast.com .
