The Power of a Good Business Name
SQUAREdog Consulting: Discover how the name 'Square Dog' transformed from a contest reject to the core of a successful consulting brand. Learn the importance of naming a business and share your ideas!
Myron V. Blassoples
4/20/20231 min read
What’s in a Name?
Choosing a business name isn’t just about creativity—it’s about branding, audience appeal, and futureproofing. Years ago, as an Operations Manager at an IT firm, I saw this first-hand. The company bought a shelf name, “Ivy Moon”—more “health spa” than “tech”— and launched a staff contest for something better.
I jumped in, aiming for clever and catchy. Alliteration like “IT Innovation” felt flat, so I ditched it. Then I thought of brands like Apple or Virgin—odd, simple, memorable. Shapes, colours, pets… “Square Dog” emerged as my favourite. It didn’t win—the CEO nixed “Dog”—but it stuck with me.
Fast forward to starting SQUAREdog Consulting. I ran it by my daughter, my branding guru, expecting a veto. Instead, to my surprise, she called it “clever and fresh”—then asked, “What does it mean?” Cue the boomer getting schooled. I had to retrofit a story:
Schrödinger’s Cat: We peek into your IT “box” to assess its state. (Box reference to "Square")
Pavlov’s Bell: We condition good IT habits. (Reference to "Dog")
Pandora’s Box: We tame IT chaos. (Box reference to "Square")
Still tweaking it—got a suggestion? Join me on this branding journey and share your thoughts below!
Kind regards,
Myron.