There was a time when almost company bore the name of its founder like Coors, Ford, Heinz). Small business was even more likely to bear the name of the owner and their family. Fast forward to today we have cool names like Google, Flikr and Uber.
By now, you know that we named our company The Mauro Seed Company. Boring. We passed on seedr, goodseed, newseed and countless others. I am glad we did for two reasons.
- First, we are in the giving business. For every pack of garden seed we sell, we donate one to someone in need. Our company, like any charity for that matter, must establish trust with its donor. Our donors happen to get the finest non-GMO heirloom garden seeds from us. Regardless, that transaction requires doing what you say you are going to do. By putting our name on the company, we must hold ourselves accountable in all areas of the business. Shenanigans are not permitted when personal reputations and the family name is on the line. In our short existence, I can say that it has created a higher standard across all areas of the business. Our customers appreciate our self-enforced standards that result in trust.
- Second, our company is a family business. God has blessed us beyond measure and this is our effort to be a blessing to others. Using the family name creates a level of interest, engagement, and pride in our kids. We want them to be part of this now and for years to come. We want them to be curious about what we are doing. We want them to be proud of what we are doing and of the family name. Our hope is that they will be able to see that our the family business was designed to help others. Maybe they will see that their namesake company had a meaningful impact that will forge them in good works. Fingers crossed on that one.
All said, putting your name on your business automatically puts a greater level of accountability on the people running the show. I think it is a good thing and look at other businesses differently now. Do I choose the exterminator with the cute name or Bob Smiths Extermination Service. Bob is all in. I'm not sure about the other guy.