Wordlab

Hi all,

I am curious if anybody has thoughts about using the term “consulting” in a business name. I am planning a new business in the technology field and my business partner wants to use a variation on _ IT Consulting. I am a bit hesitant because when I think of the word consulting, I think of an advisory role. Whereas I prefer to project the idea of developing and implementing solutions.

So, I am curious if anybody else has an opinion of using the word consulting in a business name: please tell me why you like it or why you don’t like it.

Thanks a bunch!

BTW, I posted a similar question just last night on the old forum. Unfortunately, I didn’t have an opportunity to check it before the site switched. So, if you replied to the old thread, would you be so kind to do so again?

@specop — I checked the old site, and you didn’t have any replies to your original question there. Thanks for taking the trouble to re-do it here at the new site.

“Consulting” is one of those way overused words that everybody uses and thus has very little meaning anymore. Same thing for words like “solutions”. Better to find a more original and less predictable way of describing yourself.

That doesn’t mean you can’t use consulting in some of your secondary messaging, especially on web pages that you can optimize for that word so you still come up in searches for “YourName Consulting”.

Thanks Snark, I appreciate the feedback!

What we call a ‘wallpaper’ word; it’s there, lots of people have it, very few actually ‘see’ it.

Thanks chris. Well, that leads to another question then. What might be some good modifier words for an information technology and telecommunications company that are not overly used? Unfortunately, there are so many other companies in the information technology arena, I don’t really know how to go about choosing a good modifier.

We intend to offer complete network management and support services, network security, infrastructure design and implementation, and business telecommunications systems. Within a few years we hope to branch out into physical security systems also. One of our marketing points will be that we offer a one vendor solution for all of our customer’s technology needs.

I think “services” is much better than “solutions”. Better to be straightforward and descriptive in your modifier, and put the brand equity into your name.

Business Services
Technology Services
Network Services

You’re clients will remember you for your brand, not the descriptor, but the descriptor should just add necessary information, and “wallpaper words” (good one, @chris ) like “solutions” don’t really add any value. At least “services” says that you offer “services”.

Makes perfect sense! I’m gonna take your advice. In fact, I’ll likely use Business Services or Technology Services.

Thanks! It is much appreciated.

You are right about the word ‘consulting’ typically denoting advice rather than implementation.

This difference between advice and implementation is increasingly a bad joke in many organisations – ie, if consultants had to implement the advice they gave, then maybe they would have offered different advice….

If you are implementing as well as recommending, then I suggest that this is a difference worth making explicit – maybe not in the name, but certainly in either a strapline or as a topline message on your website (or any other publicity material). ‘Services’ is a good start, but to my mind only gets you half-way there.

OK Chris, I’ll definitely keep that in mind. I’ve still got a couple weeks before I decide on a final name, but you and Snark have already helped me out greatly. Thanks for the advice.

Services is just an example of the kind of plain descriptor you can get away with if your brand is powerful. At Igor we use a descriptive tagline on our website that couldn’t be more plain and boring: “Naming and branding agency”. Why? Because our name is Igor, so we don’t have to push any more buttons with the tagline. In fact, a descriptive tag helps us explain quickly and succinctly what business we are in so we don’t have to do that with the name, and it is for the benefit of the ever voracious search engine spiders as well.