What’s in a Name? Changing Your Business Name

For those that know me well, they know I’m sort of a “Jill of all trades.” For many of my friends and family, I was the go-to person when they wanted help navigating their new smart phone, writing their resume, getting started with social media for their business, and countless other tasks. One day, a friend said, You know, I think you could start a business doing what you do, and thus, a business was born. In January 2011, I launched Hoyt Consulting. Not knowing exactly what it was that “I do,” I didn’t know where to start with a name. Ultimately, I decided a more generic name was a good choice because it didn’t tie me down to anything specific.

As I met more and more people in the business world and built some connections, I quickly found I needed to know just what it was that “I did.” People were constantly asking me what I consulted on, and frankly, I had a hard time answering the question. There were so many things I could do that I didn’t know where to start. Folks told me that was cool, but I needed a niche, a specialty. Once I had my foot in the door, other doors could open.

After some careful consideration, I gave myself a title: Content Specialist. I’ve always been a grammar nerd, and I love writing. As a content specialist, I help small businesses more effectively tell their stories through engaging content for their digital and print platforms. I blog; manage social profiles; and write, edit, and proofread copy for various channels. Even with this title, though, I kept the name Hoyt Consulting, and the questions of “What do you do?” and “What do you consult?” kept coming.

Over the last couple weeks, I thought, Is Hoyt Consulting a good name for my business? Would my business be more effective or have a better reach if my business name was more telling of what I do? I started to ask friends and colleagues for their input, and the response from most was the same: Changing your business name can be a big pain, but it’s often well worth it in the end.

So now here I am, wondering what to change it to. At the time of my writing this article, this blog is a free blog hosted by WordPress. That means it’s easy to change the blog title, and it doesn’t cost me a dime. I decided to give it a whirl last week to see what would happen. I changed the title to Strategic Stories Marketing just five days ago. Since then, and with no new articles posted, my traffic has nearly doubled, and my article likes have quintupled. Could that be a complete coincidence? Absolutely. Might it have something to do with the name change? Maybe.

Do you have any input? I’d love to hear it! Contact me today.

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