What’s in a Name?
May 17, 2026
Recently, I spent an unexpected amount of time thinking about something that sounds simple on the surface: the name of my appraisal company. After nearly three decades in business and several different iterations of company names, I found myself back at the drawing board. It’s funny how something as small as a name can carry so much weight, but the deeper I get into the process, the more I’m reminded that it really matters.
Early on, like many appraisers, I used my own name for my company. It felt natural and easy at the time, but over the years I learned that tying a business entirely to yourself can be limiting. A name isn’t just a label; it’s a first impression. It communicates something before you ever speak to a client. It can signal professionalism, scale, focus, or flexibility, and it can either open doors or quietly close them.
This time around, I was far more intentional. I thought about transferability, domain availability, search visibility, and how the name sounds when someone hears it for the first time. I asked myself what story it tells and whether it leaves room for change, growth, or even a different direction down the road. Even though I’m not looking to build a massive enterprise again, I still wanted a name that stands on its own and doesn’t rely entirely on me being the brand.
The process was slower than I expected, but that’s probably a good thing. Choosing a business name forces you to clarify who you are, where you are in life, and what you want your work to represent. Whether you’re just starting out or revisiting an old decision, it’s worth taking the time to get it right. Your name carries more influence than you might think.
Check out The Appraiser Coach Podcast for more info on this topic:
