How to Name Your Firm (Without Using Cliches)

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Advisors aren’t half as boring as their firm names convey. Read this article, and rename your firm using the process described.

Fear versus creativity

Fear of being different kills creativity, and that’s why advisors sound so boring.

You can present the craziest thing out there – literally the craziest way you could ever think of representing yourself – and if you show it to enough people, somebody will like it. A lot of people won’t, but some will.

Who cares about the haters?

For the 50th time, if you want to have a brand that commands a competitive advantage, you have to stop wanting everybody to like you. You have to stop wanting to be all things to all people. It’s okay to lose some prospects; it’s the sacrifice you make in order to make a statement about being a specialist who exclusively works with a certain type of client.

Why are you foregoing those people who will be like HECK YEAH GIMME MORE in favor of “passing” with everyone? Why is it so important that everybody loves you? Why do you care about where you stand in the minds of those who will immediately forget you?

Stop talking over yourself. Don’t let the inner voice interfere with your creativity. Just write the words down on a piece of paper. Nobody is going to hurt you, okay?

What you can’t include in your new name

Let’s start off with a list of words you cannot include:

  • River
  • Mountain
  • Lake
  • Your initials
  • Your first and/or last name
  • Ocean
  • Valley
  • Stream
  • Plains
  • Tree
  • Leaf
  • Hill
  • Bridge
  • Peak
  • Summit
  • Black
  • Brown
  • Red
  • Blue
  • White
  • Silver
  • Gold
  • Wealth
  • Value
  • Green

“Green Blue River Ocean Valley Wealth Management” is not viable, advisors! You are all very environmentally sensitive, but can we forget about the nature names?

And the ordinary color names. You can include a color, but it can’t be a basic color. It can be an unusual color like amaranth, cochineal, quercitron, etc.