In the middle of finding your funding, looking at the ins and outs of CRM systems, building your client list and the thousands of other things that are part of starting up a solid foundation recruitment business, your name can seem a pretty trivial thing. Trust me, it isn’t trivial or unimportant, it represents your identity, it is part of who you are, and who you are is vital to your success.Today’s article has been written by Paul Dewick from Boomerang Funding. Boomerang Funding provide risk-free solutions for funding for recruitment businesses have written the article for us today.
If you watch our videos on setting up a successful recruitment business, you will see that we have dedicated one to the importance of choosing a good name, and it considers some very practical matters. Making video is time-consuming; harder work than you would think and requires a financial input. So clearly, there is a reason we took the time and effort to discuss the importance of your name. In the middle of finding your funding, looking at the ins and outs of CRM systems, building your client list and the thousands of other things that are part of starting up a solid foundation recruitment business, your name can seem a pretty trivial thing.
Trust me, it isn’t trivial or unimportant, it matters for all the reasons we talk about in the video (the link is below, go take a look), but also it represents your identity. It is part of who you are, and who you are is vital to your success.
When you think of some major brand names, you not only think of their products, you think of ‘who’ the company is in much that same way that you think of a person. The brand identity conjures up an image of a sort of business personality. With Apple, we tend to think of clean-cut, modern and tech savvy. Ronseal does what it says on the tin and is down to earth and practical, like your grandad, who always knows how to do a bit of DIY. Speaking of grandads, Werthers Originals are pretty much synonymous with them. Size is not an issue here either. I once saw a gas supplier called Bubba’s Propane, in the States, and their slogan was the wonderful ‘Bubba’s got gas’. Bubba has also got a sense of humour, and that one line tells us about his family run, fun and friendly, business. A business is a living, breathing thing with a personality, and it is up to you who and what that personality is.
There are questions you need to ask yourself about the personality and identity of your business. Often, particularly with people-based areas such as recruitment, there is a personality at the head of the company. Recruitment is a fast-paced, ever-changing environment, and that tends to attract people with big personalities. Often this drives the business identity as well. However, I would advise against letting that happen without considering what that will mean. Big personalities can both attract and repel. The ethos, values and methods that make up the way people view your business are so important they need to be guided and designed. It is worth taking the time to ask yourself some questions such as:
- How do I want my business to present itself? Are we friendly or corporate, formal or informal, and so on?
- Does my recruitment area have an expectation? If you are placing staff into high-level engineering roles, you want your business to appeal differently than if you were providing pre-school professionals, for example.
- How do people see my partners and me now?
- Where are we unique, and how does this express itself in the mix of how we want to be seen?
- Jot down between 5 and 10 words that describe how you would like your business to be seen. Avoid the obvious like, professional and trustworthy; if you weren’t these things, you wouldn’t get any business. Use more personality style words such as ‘fun, friendly, relaxed, intense’, and so on.
- What are our values?
- What is our ethos?
Your brand is more than a few logos and some business cards; it is who and what your business is and stands for. Once you have your ideal business brand in place in your plan (including a name), then you need to implement it by reinforcing your values and brand to everyone both internal and external to your company… and that, as they say, is a whole other story.
Watch our video for practical tips on choosing a name.