What's in a Name? The stories behind company names

Company names in the area bring a wide range of reactions. Some bring laughter, such as the Third Little Pig Masonry in Willard or Don’t Cuss Call Us in Springfield. Some play off of familiar names or themes, such as Tom and Jerry’s Construction in Brookline Station or Biscuits Bath and Beyond LLC in Fair Grove.

And some just make one wonder: Maids of Honor, a cleaning service in Billings; Jet Set Pets LLC in Springfield; or Hillbilly Lawnmower Racing LLC in Springfield.

Rueben Wait’s business name has something of a governmental flair. Wait started Lawn Enforcement Agency in April. He and a co-worker do basic lawn maintenance, seeding, landscaping and light repair work.

Wait, who also takes classes full time at Ozarks Technical Community College, said one of his professors actually came up with the idea for the name, but he has since expanded on the idea.

“I came up with the motto, ‘Don’t let your lawn steal your time,’” Wait said. “I’ve tried to keep my logo looking like an older police car logo with the six-sided badge. There are other marketing ideas – if I notice that someone needs some kind of lawn care, I can make up a fake ticket book, and leave a bid or a flyer in the form of a ticket. ‘Your hedges need trimmed, this is a warning.’”

Keep it realistic

Standing out – making your company name stick in the mind of a potential client – is the key.

Dennis Marlin, owner and president of advertising and public relations firm The Marlin Network, said there are three tests a company name must pass to be considered effective.

“A name has to be something that defines you, something that will resonate and be relevant to your audience, and the third thing is availability,” Marlin said. “There are so many names that have been trademarked or used on the Web, availability becomes a really critical issue. That’s why you see a lot more creative names.”

Marlin knows of what he speaks – he recently created a new agency, Deep, which operates under the Marlin Network banner along with the original Marlin Co. agency. He said he went through the same creative process when coming up with his new agency name.

“We wanted something that related to the name Marlin, being a fish and having a nautical theme, but we wanted to go further than that,” he said. “To resonate with the clients, we take them to places that they may feel uncomfortable with in advertising – the deeper parts of the ocean. We could build a story that was relevant to the audience.”

He added that there can be an issue with a new name being “too cute,” but there’s also the opposite side of the issue.

“If it’s Joe’s Bar and Grill, probably Joe owns it, and it’s a bar and some kind of restaurant,” Marlin said. “It’s very descriptive but it’s not very creative – there could be another Joe’s Bar and Grill down the street.”

Business owner Wait said even though his business, which has about 20 regular clients, has only been running for about three months, he has seen reaction to his choice of moniker.

“I’ve had multiple people comment on the name. Some people just think it’s cute,” Wait said. “A lot of people think it’s unforgettable – it sets me apart from the other lawn care businesses.”

Same place, new name

A name also can be a powerful marketing tool, if used correctly.

The facility formerly known as the Ozark Empire Fairgrounds underwent a recent name transformation. Its new name, the Missouri Entertainment & Event Center, more accurately reflects the services it has to offer, according to General Manager Pat Lloyd.

“Companies and individuals in the Springfield area are mindful of our facilities and our primary venue, the E*Plex, and what it has to offer,” Lloyd said. “However, when we extend our marketing efforts outside the southwest Missouri region, then it’s important to establish with that initial contact that we have a first-class facility to host their event.”

The local airport also went through a name change earlier this year, when it changed its area designation from “Regional” to “National.”

Kent Boyd, director of communications for the Springfield-Branson National Airport, said it’s still too early to gauge reaction to the change.

“Stakeholders in the community have joked about it, but while they joke about it, they also acknowledge that national is a more accurate description of the services the airport offers,” Boyd said.[[In-content Ad]]