Anyone I know who’s had a baby has put some thought into naming their child. They tend to choose a name they connect with, either because it belongs to someone they love and/or admire or they just like the name. Sometimes, the name chosen fits well early on but at some point is outgrown. I think a business name works the same way, and choosing one that remains relevant through growth and change takes thoughtful consideration.
When I was preparing to open my massage business (aka my baby), I wanted to choose a name that gave potential clients a clear message about what I was offering. I’m physically unable to provide full body traditional massages in volume anymore, and honestly feel a bit robotic doing them all day. I enjoy the challenge of deep tissue massage: finding the tight muscle fibers, honing in on the best pressure to apply to create change without undo discomfort, trying different techniques to find what the client’s body responds to, and knowing that I helped improve their quality of life by reducing their tension and pain. Since I had decided to specialize in deep tissue massage (meaning I only offer deep tissue massage), I wanted to incorporate the word “deep” into my business name.
I made a list of common phrases that include the word “deep” and chose Get Deep Massage. Initially, I offered both Ashiatsu and conventional deep tissue injury work. I was confident that I could attract enough clients to offer such a narrow lineup of modalities as long as I kept something familiar on the service menu. Finding Ashiatsu clients was easy once I started a Groupon campaign, and most of my hands-on deep tissue clients converted to Ashiatsu over time (curiosity got them to try it and the results won them over). I had no problem with this because even bending over the massage table for one or two conventional sessions usually makes my back hurt. After a year and a half in business, I decided to take hands-on work off the menu and offer Ashiatsu exclusively.
I recently had the opportunity to learn another form of bodywork using my feet called Lokte™ Method Connective Tissue Release. Adding Lokte™ Method to my practice has created another dimension of treatment for my clients beyond massage, and I no longer feel that Get Deep Massage truly represents what I’m providing. After some deliberation (and consultation with my husband/business assistant, Steve), I’ve decided to change my business name to Deep Heeling Barefoot Bodywork.
I’m excited to embrace the evolution of my practice because I feel this change has the potential to encompass other aspects of this industry that may present themselves down the road (although I’m mortified by the number of account and profile name changes that will need to take place, not to mention new website and email addresses). It would be easier to just leave my business name as is, but it wouldn’t feel authentic. Unexpected inconvenience is sometimes a necessity to continue creating a practice that I love!
What’s the name of your business and why did you choose it? Please share in the comments. Thank you!
Click here for the list I used to update my business name (it’s free).