Naming your Solo Cleaning Business

I would like to thank a listener to this podcast for this episode.  A few weeks ago, I received an email from Katie Young, sharing with me that she was in the planning phase of her new solo cleaning business. Katie was very excited to get started and thanked me for my support through this podcast. Then she asked a question that I have not directly answered yet.

"How do I name my business? My plan is to make my cleaning business eco-friendly and primarily residential."

She went on to share a few names she was brainstorming and wanted my opinion. I knew right away that my reply answer needed to be an episode so others could benefit. Thank you so much for your support and for this awesome question, Katie!

Before I share my thoughts to this question in 2020, let me take you back and explain how my company name was chosen. I consider myself a pretty creative guy, but for some reason, my family members aren't too creative with names. Let me give you some examples:

• My daughter Chritianna named her stuffed Ram, Rammy, when she was young.
• My son Kenny named his stuffed Skunk, Skunky, when he was young.
• My son Kye named his favorite stuffed Elephant, Ellie.
• My wife and I named our first side businesses accordingly. We named the side Amway business, Carfagno International, the writing business, Carfagno Writing, and the cleaning business, Carfagno Cleaning. Yup, we added the type of business to our last name and whammo.

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The only standout in our family was my son Kolby. He was the creative one, naming his stuffed dog, Money, and his stuffed cat, Paper. He's our future millionaire. Thus, you can see that my solo cleaning business had absolutely rhyme or reason behind it. Once it was established, I didn't want to change it especially when I paid for 5,000 business cards and embroidered shirts!

I do hold a position on this now. If I were to name my company again, it would not be Carfagno Cleaning. I would go with something like Indian Valley Cleaning. I've been in the cleaning industry for 15 years, but I've only been networking and consulting in the industry for 4 years. I have learned a lot by helping other companies. Are you ready for your answer, Katie?

Naming your business is important, but don't make it a stumbling block to starting. Here are 7 recommendations for you to consider as you name your business:

1. The name of the owner is common for solos. I chose this with Carfagno Cleaning. Many solo cleaner's do this as well and unfortunately many unregistered, uninsured, and unprofessional cleaners do as well. You'll see "Debbie's Cleaning" or "Sally's Cleaning". There are absolute exceptions to this, but naming your business this was has two huge cons. It communicates "cheap", "under-the-table", Aunt Sallie, and certainly a small business. When you name the business after yourself, you become the brand verses what you do and what sets you apart. The second con is that it's harder to sell a business with the owner's name in it. You may say, "but Ken, you sold yours!" That's true. I sold my client list and my systems, but I kept my name when I left NY and started in PA. There is a pro to naming this way. If you intend to keep your business small and solo for the life of your business, naming your business after you will communicate that you get Debbie or Sally every time. Many homeowners desire this. There is a third point. If you ever intend to do commercial cleaning, the more professional and the less your brand is tied to you the better. I also think that using your last name is more professional than your first when going commercial. My business name has never hurt me in the commercial world. 
2. It's wise to include the name or nickname of the area you serve in your business name. Example: Bay Area, Finger Lakes, Nashville, Indian Valley. If you would like to communicate WHERE you serve in your title to attract clients, you need to include the name of your area as people will search for it online. It helps with Google SEO, and it allows you to potentially scale your business with employees and make it more sell-able.
3. Consider adding a word communicating the type of cleaning or the niche you serve. My friend Kathy Borie in the Poconos of Pennsylvania named her company Kathy's Crunchy Cleaning and my friend Ursula Avelino in New York City named her company Green Duster. In both cases, you recognize that these companies specialize in eco-friendly, green, organic, the use of natural products, and mindful of health. People want this. If you do this type of cleaning and name it such, you'll attract clients to you that want that. Google has a free keyword search tool. Find the keywords that people are searching for in your area and use that. If you would like to communicate WHAT you do in your title to attract clients, you need to know what your potential clients are currently searching for online in your area. You want to be more "searchable". Is it "Eco" or "Green" or something else? There are many niches beside eco-cleaning like presentation cleaning, gym cleaning, post-construction cleaning, medical cleaning, etc. Lastly, don't be redundant in your naming. I'll disclose that Katie wanted to use the words "healthy" and "eco-cleaning" in her name. I told her that they mean the same thing and it just adds words and confusion.
4. There is another way to niche and it does place the branding back on you without mentioning your name. My friend Ian Traynor in the Albany, New York area is the one who purchased my old business. He's a Christian and purity is an important value in his walk with the Lord. He recognized the double meaning between purity and being clean, so he wanted "pure" in his name. I persuaded him to go with "Albany Pure Cleaning" and he did! If you would like to communicate WHO you are in your title to attract clients, don't be afraid to do so because your tribe is searching for you right now. Think about it. If you're a christian, would you search for a christian cleaner? I would. That applies for any religious background. If you were a huge Ohio State Buckeye fan and local to Columbus, Ohio, you could add "Buckeye" to your name and it will attract many.
5. Are you a cleaning service or a maid service? Put the answer in the name. Maid services make beds, sometimes do laundry and dishes. Cleaning services do not, only the cleaning items (bathrooms, kitchen, dusting, glass, vac, mop). I use "cleaning". My friend Jenn Jubrey in the Capital District of New York uses "Maid Spotless Cleaning". My friend Ellen Johnson from the Reading Area of Pennsylvania uses "Above & Beyond Housekeeping Services". Housekeeping is the same as a maid. Choose wisely based on the service you'd like to offer.
6. Keep it simple. 2-3 words is best. 4+ words is long, especially when you're trying to fit it on a business card, work shirt, car magnet, or email address. What if I named my business, "Indian Valley Eco-Friendly Cleaning"? This would communicate what I'd like, but my email address would be insane! Examples: ken@indianvalleyecofriendlycleaning.com or indianvalleyecofriendlycleaning@gmail.com 
7. Is the name available and is the domain available? You can do a quick search on GoDaddy to see if your desired name is available. You don't need to launch a website now, but you should buy the domain so you can create a website down the road. What if someone already owns it or buys it after you start your company?! Also, what are the names of your competitors? Choose a name that is distinct from the rest so you're not ever confused. For example, if your area has a Kim's Cleaning and Kelly's Cleaning, don't add a Katie's Cleaning!

It is easy to get super bogged down in this process. But please, do not allow this decision to enable procrastination. Go through my 7 recommendations and take notes. Decide the who, what, where, and why of your new solo cleaning business and name it accordingly. Again, I would like to thank Katie Young for this question as it will help many.

Do you have questions too? Feel free to email me at ken@solocleaningschool.com!

Also, did you know that there is a deeper level to the Solo Cleaning School. I have created the ISO Model Training Course for my Elite Members. The membership includes training from me, tools & templates, live Q&A's, and access to a community of like-minded, ISO Model growing solo cleaners for $50 per month. I hope to see you there!