Agency: What Naming a Business is All About
Naming things can be hard. Your business name, if you choose to operate under something other than your personal name, has to resonate with your customers, describe what you do, and stand the test of time.
A dictionary and thesaurus come in mighty handy during that process. So does word association.
When you come up with something that has a powerful double meaning? That’s pure gold.
Here’s the thinking behind Agency of Words.
Some of you might have already caught it (and really, if you did we should chat, or maybe work together on something, because a shared wavelength can lead to some serious creativity).
The dictionary will reveal the second, less obvious meaning on the office door: “the capacity, condition, or state of acting or of exerting power”.
Social science paints a more complete picture of what agency means: “the thoughts and actions taken by people that express their individual power”.
So agency as a business establishment, and something more. Power. Not aggression, but the solid, clear strength of an independent voice. Shouting isn’t necessary. Five-dollar words don’t matter.
Agency describes a mission. To empower smart, imaginative people to shape brand stories that connect with their best customers and reach their full potential. To do that in their own style and with their own voice.
Agency says, “This is me. This is what I do. This is why. I respect my work and the people who buy it.”
When naming your business, you need to know what business you’re really in.
The same thinking applies to a project, or a product. It’s a delicate balance between you, your work and your customer, but well worth the time and energy.
Grab a dictionary. Stick your nose into a thesaurus (there are plenty online). Get a pencil and play.
Embrace your own agency.