Having a killer business name is a crucial factor when starting up a new company, and it’s something that can be difficult to get right. If you’re setting up a trucking business but aren’t sure how to get the ball rolling when it comes to naming it, here are a few helpful tips that will get those creative juices flowing and eventually make sure you’re noticed in the industry.
Keeping It Relevant
The first thing you’ll want to consider is what you actually want to get across to your customers. There are several elements to this but, most importantly, you need to inform them of what your business is all about. Keeping the name relevant is the first tip; potential customers need to know that you do haulage work from the get-go, otherwise they’ll have no idea that you’re exactly what they’re looking for!
It’s also important that you develop a little personality. Using your first name can be really effective as it makes the enterprise appear more approachable. A family name is another useful option, as it will allow you to build a legacy, pass on the company to the next generation and thus brand it as ‘family-run’ (which has very positive connotations in the industry).
The More Information, the Better
It’s all well and good letting your customers know that you do haulage work, but a business name needs more; you need to think about location and times as well. Do you only operate in one or two regions? Are you a larger company offering services all over the country? Do you operate 24/7, or just on weekends? The more the customer knows, the more likely they’ll be to contact you if your services are relevant to them. Plus, having all this information laid out presents you as reliable and unique, setting you apart from other truckers.
Originality is Key
As well as giving the customers enough information, your name needs to stand out from the crowd. The transport industry is fast-growing – there are thousands of businesses out there, each with their own concepts and ideals about haulage work. The question is what makes you different?
On a similar thread, you should consider your business goals. How do you want people to remember you? Are you quick, inexpensive, friendly, trustworthy…? Put your USP across in your company’s title and you’re onto a real winner.
What to Avoid
Alongside the do’s there are always a few don’ts. Firstly, it’s vital that your company title doesn’t stick out as being over-used or common. Transport clichés and generic surnames rarely succeed if you’re entering the industry as a small company.
Another thing to avoid is too much input. If every man and his dog are suggesting names for your business, it’s likely that you’ll get distracted and end up settling on something that doesn’t have any relevance at all. Keep it focussed!
It’s no mean feat setting up a new transport company, but hopefully these tips will have you steering your name in the right direction.
Norman Dulwich is a Correspondent for Haulage Exchange, the leading online trade network for the road transport industry. Connecting logistics professionals across the UK and Europe through their website, Haulage Exchange provides services for matching haulage work with available drivers. Over 5,400 member companies are networked together through the Exchange to fill empty capacity, get new clients and form long-lasting business relationships