Ever heard a business name for the first time but didn’t bother thinking about what they do because the name was so obvious? Chances are, the name included an Industry Descriptor.
Industry descriptors make obvious what a business is about and paints a picture of your area of concentration and specialty.
This helps you sift your target customers, direct your focus on a segment of the market that is most relevant to you, and save the time you would have used to explain what your business is about to everyone you meet.
And while creating a business name, it’s important that you consider industry descriptors before you zero in on your list of potential business names and make a final decision.
In this article, we will show you when and how to use industry descriptors while creating a business name, but it’s important that you first understand what industry descriptors are.
What are Industry Descriptors?
Jumping right into the definition, industry descriptors are the keywords associated with a particular industry or niche market, which can be used to describe the products and services offered by businesses in that industry.
That’s quite plain, right?
Okay, let’s now take a quick look at some examples.
Industry Descriptor Examples
To get examples of descriptors in your industry is simple: Just think of those keywords commonly attached to business names in your market.
Every industry has its own specific descriptors.
For instance, the interior design industry has such descriptors as Paints, Rugs and Carpets, Decorators etc.
Likewise, the accommodation and tourism industry has Resort and Hotels as common descriptors.
For the computer and software industry, descriptors like Micro or MicroSystems, Tech or TechSystems, Digital and Info Systems are commonly used.
There are also some general descriptors like Group, Agency, Systems, Global, International, Solutions, Media, Interactive, Creative, Services, Enterprise, Limited and Manufacturers that are used across various industries.
When and How to Use Industry Descriptors
Here’s how and when to use industry descriptors in your business name:
1. You can use descriptors to describe and distinguish your business
The idea behind industry descriptors is to use a word that will describe your offering to the world.
Imagine two businesses offering two different services but having the same business name, Big Brother and, you guessed it, Big Brother.
Apart from changing their names, the easiest way these two businesses can distinguish themselves is to add industry descriptors.
For example, the first business can be Big Brother Electricals while the second can call itself Big Brother International Resort. See?
2. You can use industry descriptors to bring your products/services to the fore
If your primary business name doesn’t convey the business products/services, a descriptor can come in handy.
This is particularly true for new small and medium-scale businesses with a not-too-descriptive name.
3. You can use industry descriptors for more online exposure
Industry descriptor-oriented business names include keywords that are likely to be typed into search engines when potential customers are looking for the type of goods or services you sell, without specifically looking for your business or even knowing that your business exists.
4. Industry descriptors can serve as the element between the name and the tagline
Put differently, you can use industry descriptors to connect your business name and your tagline.
Let’s take for instance, an education business with the name SureHope and the tagline “There’s something for everyone to learn” may have a difficult time making customers see the connection between those two.
But if the business adds a descriptor and calls itself SureHope eLearning, they’ll be able to easily connect the name with the tagline.
This is why industry descriptors serve as the element between the name and the tagline, and this proves that industry descriptors can help enhance the marketing of a business.
Where to Research Industry Descriptors
So, where do you go to find great industry descriptors for your business name?
Well, quite a number of places, but the first point of call should be your expert vocabulary.
Here’s what that means:
The idea of starting and/or running a business connotes that you’re an expert in that particular field and as such, you’ve developed an expert vocabulary over the years. That vocabulary is the first place to go if you’re looking for industry descriptors. I mean, who knows better than the expert?
On the contrary, if you’re looking for helpful resources, there are quite a number of them online.
For one, you can google up your desired words and see related words as well.
Another strategy is to spy on your competitors; they are probably already using industry descriptors so there’s no need to reinvent the wheel.
Fortune 500/1000 companies in particular business categories (example: in the tech category of Inc.com) can also come in here helpful.
Business directories are also great. Business magazines, startup news sites like KillerStartups.com, and even your local chamber of commerce are all potential tools, too.
If your business name isn’t very clear per the offering you’re making, and if potential customers would need to do a little research or ask a few questions before understanding what your business does, then a descriptor might just be what need to add to your business name to solve those problems and more.
So, go ahead. Grab a pen and a paper. Make a list of all the descriptors you can think of in your industry. Pick the most relevant one, add the same to your business name, and you’re done.