One of the most exciting parts of launching a nonprofit consulting business is choosing a name. With a business name (and accompanying logo), you declare to the world who you are and what you do—and that you’re officially open for business.
But finding the right business name isn’t always easy. Should you use your own name? Should you include information about the services you provide? Should you choose a name with personal meaning? Should you go for something more generic but to-the-point?
If you’re thinking about naming (or renaming) your business, here are a few things you should be considering.
3 Factors to Consider When Choosing Your Consulting Business Name
Many of the consultants I coach in our Consulting Boot Camp program are just launching their businesses, which includes choosing a business name! Here’s what I advise to those going through this part of the process:
1) Choose a consulting business name that is easy to find online
You want clients to be able to find your business by name online. So, when considering consulting business names, start with an online search.
Note that most people are still using Google for searches, so you want to mimic what your clients will see and do. Put your potential business name into the search box and see what comes up. If you see multiple other businesses with similar names in your search results, this is a reason to pause and reconsider. It means potential clients who are looking for your business BY NAME may struggle to find you—which could cause confusion and even lose you clients.
For example, say you’re considering naming your business “Boomerang Consulting.” You go online and do a search. You quickly discover there are already several businesses with the words “Boomerang” and “Consulting” in their names. If you use the same name, clients may not know which consulting business is yours and may even end up contacting the wrong Boomerang Consulting firm!
Keep testing names until you find one with less “competition” for the same business name.
Also, try to avoid words that are tough to spell. Assume that people looking up your business name will make typos!
2) Add clarity AND search potential to your consulting business name
If you want to be found online not just by name, but by the services you provide, you may consider including one or more words related to the service in your business name.
For example, if you provide grant writing, you may want the words “grants” or “fundraising” or “grant writing” in your business name. You may also consider adding words like “consulting” or “coaching,” depending on your services.
This makes it easy for potential clients to quickly grasp what you do. It also makes it easy for search engines and AI tools to understand what you do—and thus increases the chance that they will suggest your business to people looking for the services you provide.
3) Choose a business name that can evolve with you
Business names tend to stick with us for a long time. If you’re exceptional at what you do and invest in building your business, over time, your consulting business name will start to pick up its own credibility. It IS possible to rebrand, but it can be expensive and difficult. Ideally, you want a name that can grow with you.
For example, when we first launched Funding for Good 15+ years ago, we focused primarily on nonprofit fundraising, and our name said it all. Over the years, though, our services have grown and evolved. We now focus on strategic planning and coaching for nonprofit consultants. But we’ve still found ways to make our name and logo evolve with us.
When it comes to evolution over time, some of the best business names have personal meaning or stories that go with them. So don’t shy away from names that help you tell your story.
Don’t Forget to Enjoy the Process of Choosing Your Business Name
Yes, there are best practices when choosing a consulting business name. And you may have to go with your second, third, or tenth choice to find a name that works for your needs. But when you land on that name—the one that’s memorable, searchable, and easy to spell—it can feel pretty great.
When you launch your nonprofit consulting business, you’re creating something bigger than yourself. You’re naming and claiming your hard-earned expertise. So don’t forget to enjoy that moment and celebrate that accomplishment!
