When it comes to naming your business, this is a serious matter. So, what is in a name? Just about everything! Your brand is identified with you, as a person and a business. If you search for this topic online, you will be given all kinds of advice as to all the “do’s” and “don’ts” when naming your company. This can drive you absolutely crazy! :)

This post isn’t really going to delve into the entire process, but I don’t want to leave you with zero information either. So, to get you started thinking in the right direction, ask yourself this one question, “Do you want to stand out or fit in?” I have found that many just simplify the process and name the business after themselves and be done with it. Is that the best you can do? Is it the right thing to do for you?

To answer that question, consider the following:

  • What are your long and short-term goals for your business?
  • What is your vision for your business? Where do you want to take it? Locally? Nationwide? International? Build it and sell it? Pass it on to other family members?
  • What industry is your business in? If you look around, most photographers just use their own name. Their main commodity is the person behind the camera, the artist. If your main focus however, is a product or service, you may want to go with a business name that can be sold one day.

You will find that this will be just the tip of the iceberg as they say. If you really get stuck or want a shortcut to the process, many have found a very reasonable solution by enlisting the help of a company called Namella. (Not an affiliate link). As always, I suggest you read the reviews and do your due diligence prior to paying for any online products or services. Best wishes on an amazing new name and brand!

Selective Moments In Time

For many years, I helped others with their business start-ups, document filings, branding, and so on. I helped make several people a lot of money. When my life circumstances changed, I saw a whole new road lay ahead; a chance to make a fresh start. It was so exciting! What did I want to do with this new perspective? Quite honestly, with all I knew and experienced in my life, I could do almost anything! What more could a person want?

I reflected upon all the things I had done. What did I enjoy the most? (Notice I didn’t focus on what made me the most money). I wanted to truly enjoy the rest of my life. If I drew upon my passion, my experience, my knowledge, and my past… what was it that stood out? I knew I had to choose something that let me be creative — to play with colors, different mediums, let me enjoy nature and the beauty that I see in the world. I wanted to feel excited with each new project.

“To speak technically photography is the art of writing with light. But if I want to think about it more philosophically, I can say that photography is the art of writing with time. When you capture an image you capture not only a piece of space, you also capture a piece of time. So you have this piece of specific time in your square or rectangle. In that sense I find that photography has more to do with time than with light.” - Gerardo Suter self-taught photographer and artist

Thus, photography chose me. What was it about photography? Digital photography allows you the ultimate ability to be creative. What is photography about technically? Time and light. It would be challenging. Exactly what I wanted to keep me vital, growing, learning… alive.

My thought process when naming my business was I wanted something suggestive rather than descriptive. As I stated above, I could have followed suit with other photographers and just used my name, but there are more facets to me, more directions I may want to go with in the future.

Thinking about a long-term approach, I created my business name around my product instead of my name. For example, the first time I heard about “Google,” I thought it sounded funny. Now, it’s a common household word (but still funny). Google has unlimited flexibility as a brand. It isn’t descriptive nor suggestive of an internet search engine. The same thing with “Amazon.”  They aren’t locked in to just one product or service.

With my company name, I didn’t use the word “photography.” I wanted more options in the future. What if I decided to go back into videography? Graphics? Painting? I wanted a flexible name but one that would zero in on what my purpose is: to capture a moment in time.

It won’t matter what medium I use, it’s about my “intention,” the “capture.” I am very selective about what my artwork says about me. I’m picky! So I knew early in the process I wanted the word “selective” in it. I wanted the world to know that I don’t just put anything out there and hope someone will buy it. I want to put my “best” work out there for people to enjoy.

When you think about it, in the end, we are a collection of memories, events, moments in time. Time is a major factor in my profession. Think of a sunset. Every second of the sun’s setting changes the view, the lighting, the colors. It’s beautiful! Other than just the lovely memory, how can you capture that very moment that seems unforgettable? That’s what I wanted to do. This was my process for my business name.

Your brand should capture the attention of your intended market. It should have “stickiness,” be the first place they go when they need whatever your product or service is.

Your business name shouldn’t be obscure or just gimmicky, it should mean something to you. Use your intuition, your instincts are usually correct. Whether you are coming up with the name yourself or using a naming service, use your intuition to make sure it “fits” you. After all, your business name will be synonymous with you! It really doesn’t matter what everyone else thinks, it matters what you think. If you find over time that your business name no longer fits, you can always rename it. Nothing is carved in stone.

There are 20 comments

  1. Willena Flewelling

    Deborah, you’ve chose the perfect name for your blog — whether it remains a photography blog, or you branch out into videos, graphics, etc. And I love your photos!

    How to name a blog is a big question. I am shifting my focus for my blog, and will likely start a new one, this time using my full name.


    • Deborah

      Welcome Willena:

      When you own a business, there are so many choices, options, and decisions to make on a daily basis. It’s particularly challenging when starting a new one. But, sometimes, that is the next logical step so you roll up your sleeves and get busy!

      Thank you so much for the support! I really appreciate it!


  2. Andy Lockhart


    Love this blog and the pictures are excellent. Great points on brand. I use my name and that all comes from the Brand YOU mind set. At the end of the day if people associate you with value then they will come to you and eventually buy from you.

    Many Thanks


    • Deborah

      Hello Andy:

      Thank you for appreciating my work! Using your name synonymously with your brand as a cohesive idea works for your industry, certainly. It’s the perfect choice!

      Thank you for commenting! I appreciate it!


  3. Dr. Erica Goodstone


    Creating your brand could be the most important piece of the business building process. Once you are clear and passionate about your brand, then you know what you need to create in terms of marketing, products, promotions, traffic building. So many of us struggle to get a clear handle on what exactly it is that we do or intend to do.

    Your site is so colorful and appealing. And your reminder about how to think to help us decide upon a brand is most helpful.

    Dr. Erica
    Dr. Erica Goodstone recently posted…How much patience is enough in professional and personal relationships?My Profile

    • Deborah

      Erica, you are so right! Your comments are very insightful.

      I have heard from several people that are just seriously considering starting a business and they really are confused as to what their true passions are or what they should focus on. Even if they’ve chosen an industry, they aren’t sure what their mission is other than making money. Hopefully by connecting with other passionate people that do have it figured out, they will be able to focus and define their “why,” their real reason for starting a business in the first place.

      I appreciate your kind comments. <3

      Deborah recently posted…Branding Your New BusinessMy Profile

  4. Chery Schmidt

    Hello Deborah, I do love the name of your blog, it is so fitting, with everything you have put together here.

    You have pointed out some very good tips here and I for one have taken some notes and am going to spend some time on this..

    Thanks for sharing.. Chery :))

    • Deborah

      Hello Chery!

      I am so glad that I was able to assist, if even in just a small way, to help you with your own process. It really is a labor of love when it comes to our business and the various strategies to use to get it recognized and popular.

      I so appreciate your comments, thank you!

      Deborah recently posted…Branding Your New BusinessMy Profile

  5. donna merrill

    Hi Deborah,

    I’m so glad you didn’t use “Photography” in your name of the blog! Selective Moments In Time says it all to me.

    It screams emotion, and time that is important that one wants to keep. I love that title! Besides, your photography is just stunning! I love to see things you share all the time.
    donna merrill recently posted…Take The Next StepMy Profile

    • Deborah

      Thanks Donna!

      I did put a lot of thought into the process. What photography does for me is what music does for me too — it brings out various emotions. But, I can’t sing and I don’t remember how to play the piano so I will use writing and photography to express myself! :)

      I always appreciate your comments and your visits.

      Deborah recently posted…Branding Your New BusinessMy Profile

  6. Miriam Slozberg

    This is a very creative website and love the colors. I know a lot of people are confused about what branding really is. In fact I recently did a podcast with a branding consultant and we spoke about the truth behind branding. It goes way beyond a tagline. As you said you have to be careful with your name of the business you have, as well as the colors, as well as any mascots too! Great post.

    • Deborah

      Hey Miriam, glad to see you here!

      Whether in the real world or virtual world, we only have seconds to give a good first impression. Hopefully when someone does an internet search, we are what they were looking for. The colors, logos, content, etc. makes a real statement and gives an attitude about the site owner. Is it spot on? Is it chaos? Does it deliver? All serious factors for your brand.

      Even though it’s something we can work at, improve over time, we may lose some visitors who never return because they don’t have patience to stop back by to see if you have changed.

      Hopefully we have the right mix Miriam! :)


  7. Nathaniel Kidd

    Great article! My business name means something to me. My blog is called Frugal Soldier. I spent 25 years in the military and I have a passion for ways to save money through frugality and finding the most cost-effective ways to save money.

    My tagline is “Frugal Living Tips to Fight Debt and Grow Wealth”. I have been able to tie in both my passion for frugal living as well as growing wealth through network marketing.

    I love your name as well because it leaves so much room for flexibility in any direction you choose. Thanks for sharing.

    • Deborah

      Thank you Nathaniel, “Frugal Soldier!” What a great name with deep meaning.

      So many are very wasteful when they really can’t afford to be. I have read a couple of posts on your blog and there is such useful information there. You can tell that helping people live a better life is your passion!

      I wish you success in finding new ways to help people and may the right people find you and implement what you teach!


  8. sean

    My website name came about from a fiverr gig I brought…I got someone to brainstorm 5 different ideas and this was the one that stood out, and he told me it was the most brand able.

    Looking back I should of picked my name, but I was unsure in what direction I was going then

    • Deborah


      I love reading your blog! You have so much value that you give!

      I understand the pressure we put on ourselves when we first start a business. There are so many details to attend to! Just keep in mind no matter what method you use (whether you inquire with family and friends, other associates, or use a naming service), ultimately it is a decision you make all by yourself. That’s where intuition comes in! You should feel passionately about the name, know the meaning behind it for you, and then whatever you do within or for your business, you’ll feel excited to present it to the world!

      Thank you so much for sharing your experience!


  9. Cynthia Dixon

    Hi Deborah,

    This has to be one of the best blog posts I’ve read in a very long time. It gives so much insight to something most people don’t give more than a few minutes to think about.

    I’ve been thinking of a new website name to go with my up and coming brand image. I’m currently working under “the new internet marketer” but I can’t always be a new marketer even if they’re new techniques to learn and use.

    Then there’s my name, but if someone doesn’t know me, there’s no message behind it. I want something that speaks to what I’ll be doing, which is empowering others to dream big and work hard to achieve them.

    Your post is really helping me to see that I’ve got some thinking to do. I need to make a list of the things I want to share with others along with what I myself hope to achieve.

    From reading your post, it’s not about the name, but all the things that stand behind the name – enter creativity here. Thanks so much for taking the time to share this.

    Cynthia Dixon recently posted…How to Transcribe your videos inside of You TubeMy Profile

    • Deborah


      What a pleasure to have you visit. I’m so glad that I gave you some constructive ideas about your business name and branding! Since your business, your brand, and your unique perspective on your industry are so important to your message, it has to be taken seriously!

      I’m confident you’ll come up with just the right name that truly reflects what you’re trying to do. I know it will resonate with you in such a way that you will have no doubt that it’s the perfect name! <3

      Keep me informed! Your journey is an exciting one that I want to follow!


  10. Sue Bride

    Your name is superb Deborah and ideal for a creative site like this. Selective moments in time applies well to capturing them via photography and other topics. These days with the need for a social media presence, as well as a blog, we also have the ability to further delineate our activities through multiple FB and Google Pages etc.

    • Deborah

      Hello Sue!

      We do live in a very interesting time for owning our own business. With technology, there are so many ways and places to “put yourself out there” so to speak. Just running a blog is an education in online marketing today! There are so many tools, utilities, and platforms that you can integrate with your blog to expand your audience and reach in general.

      Thank you your support and input Sue!

      Much success to you!


Post a new comment

CommentLuv badge

XSLT by CarLake