Home » What’s in a name? A business by any other name…

What’s in a name? A business by any other name…

Naming my business was an important step in creating my empire. A name would legitimize my status. Things with names are more real than ideas.

Though I was in a hurry to build my empire, I allowed myself a couple of weeks to brainstorm, research, and ponder this important decision.

As I began the process, I decided I wanted a name that was:

  • Available. (Unfortunately, I did not do enough research—I found a J Crochet on Etsy after I’d decided on my name.)
  • Something I would be proud to say.
  • Simple and cheerful.

These are steps I took (not necessarily in order) to come up with my business name.

1. I considered using a name I already had.

I already had a business that I was no longer promoting, so the name was available. Julie’s Off the Wall was/is a painting business, and I liked the name. I am working to get out of this business, so I considered transitioning it from a painting/art business to crochet. However, since I have a Facebook following that likes my work at Off the Wall, I decided to select a new name.

By the way, I also researched whether having “crochet” in the business name makes a difference for SEO (Search Engine Optimization). It is not necessary. Crochet content on my site will improve my SEO ranking. In other words, when people enter “crochet” in a search engine, the name of the business is not as important as the information on the site in getting the business to show up in the search results.

2. I brainstormed.

One fun way to look for names is using a business name generator. (Just search “business name generator.”) I didn’t find any names I really liked, but it expanded my thinking.

I also looked at the names of other crafters’ businesses.

Finally, I asked myself questions and wrote all the answers, no matter how unlikely I was to use them:

  • What are some words for hat (since hats are my niche)? Hat, cap, crown, cover…
  • What are some craft business words? Creation, craft, design…
  • What are some happy words? Yay, got it, wow, cool…
  • What are some words that start with C (to use as alliteration with “crochet”?) crown, cool, creative, creation, contemporary, classy…
  • What are some crochet terms? Stitch, hook, yarn…
  • Do I want my name associated with it? Crochet by Julie, Julie’s Crochet, J Crochet… (I also considered whether this was limiting. What if I’m a success, and I want to sell my empire—would having my name in it be a hindrance? Think big, people!)

Then I started putting some ideas together.

3. I tried them on.

I combined the elements from my brainstorming and went for a fitting. I wanted to see how they felt on my tongue, how they sounded in my ear, how they looked on paper. Some of the combinations I came up with are:

  • Crowning Touch Crochet
  • Hats Off Crochet
  • Yay Crochet
  • Crown Crochet
  • Crochet by Julie
  • Crochet from J
  • J Crochet

4. I researched their availability.

To know if my name was already taken, I conducted searches on:

  • Google
  • Etsy
  • Facebook

I learned that several of the above names were already taken. But not all!

I narrowed it down to “Crown Crochet” and “J Crochet.” I lived with them for a few days, asked my friends what they thought, and doodled logo ideas. I landed on J Crochet. Crown Crochet looked good, but it didn’t roll off the tongue. And it might be limiting—what if I want to expand beyond hats? I liked J Crochet because it’s simple, and I like the rhyme. The name is somewhat limiting as it has my initial, but I thought that it could also stand for Jazzy or Jaunty or Joyful.

It wasn’t until this stage that I searched for a domain name. That’s because I have experienced domain name front running. This sometimes occurs when you search a domain name but don’t buy it right away—then you come back and find the name has been taken (yes, you can still buy it—for a premium price! Someone else has snatched it up). So I don’t search until I’m ready to buy.

In my search, I found jcrochet.com was not available (actually, it is available for a premium price; it has not been taken by another business). This led to another important decision—what do I want my domain to be? We know .com’s are the go-to choice for business. I decided not to go back to another selection on my list but to choose a .co extension. I do not know the long-term ramifications of this choice, but I am comfortable with my decision. (By the way, I use Namecheap to purchase my domains. I am not an affiliate—I just like their prices and user interface.)


My advice: Don’t hurry through this process. Despite what Juliet says, a name is important. I’m not sure I’d be as successful with something like Julie the Hooker (that’s not the kind of empire I want to build!).

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