BigThink

I have people ask me all the time about their company name. And then there are the folks that I have to pull to the side and tell them that their company name is killing their business.

Either way, your name is important. It either adds value, or detracts from your business. Names that mean something help people understand what you do. Names that are unique can be memorable. Names that click for your clients can be memorable.

I have lots of people respond to the name Big Think. But I have found that when talking about me or the business, it's a split between whether they talk about me, Craig Mathews, or my company, Big Think. Sometimes they talk about my title, Chief Thinkologist. All I care about is that they're talking about what I do in a positive light.

To Name, or To Be

Should you have a company name that is different than your name? This can be a tough question to answer. I'm thinking about this myself right now. Which brand do I want to be associated with most? Big Think or Craig Mathews?

Here is a quick rundown of how you can make that decision:

• Do you ever want to sell your business? Create a company name.
• Do you want investors? Company name.
• Do you want to appear larger than you are? Company name.
• Do you want to be known for your speaking and writing more than anything else? Use your name.
• Do you want to create an organization larger than 100 people? Company name.
• Are you well known now? Your name.
• Do people talk about you more than your company? Your name.
• Confused? Make it a combination.

In general, a company that is just someone's name sounds much smaller.