A good name helps your company stand out explains how you do business or says what your markets are.  Yet many founders come up with a name as an afterthought.

How are most out of home names picked?

Here are four ways out of home founders come up with names for their out of home companies.

• Founder names – Naming a company after a founder: Adams Outdoor, Anderson Outdoor, Reagan Outdoor, Lamar Outdoor, Jones Media, Barnes Advertising, Barrett Outdoor, Arrington Outdoor, Huntington Outdoor,  Reagan Outdoor, Trotter Outdoor.  Other companies are names after the founder’s initials:  JR Promotions, CRG Advertising, TDO Advertising.   Clients can be impressed if a Barnes of Barnes Outdoor calls them. Naming a company for a founder can create confusion if you have a common last name. A founder’s name can also become obsolete if the business is sold to someone who doesn’t have the founders last name.

• Market names – Naming a company after its geographic market: Circle City Outdoor, Billboards of Boston, Cheasapeake Outdoor, Cincy Digital, Colorado West Outdoor, Dakota Outdoor, Delaware Outdoor, Evansville Outdoor, Garden State Outdoor, Green Signs Chicago, Rose City Outdoor, Witchita Digital Media, WV Outdoor.  A geographic name plays to local business loyalties.  The disadvantage of a geographic name is it can become obsolete if you outgrow your market.  Colorado West Outdoor wouldn’t be a good name for a company which owns billboards in Florida.

• Business description names – Naming your company for a business attribute:  Outfront Media, Link Media, BeSeen Outdoor, Highway Displays, Bulletin Displays, Green Signs.

• Animal or fruit names – Naming your company after a memorable animal:  Bullfrog Outdoor, Pelican Outdoor, Apple Outdoor, Redfish Ads, Wolverine Signworks, Roosterworks 24/7.  This can create affinity especially if you are using the animal which is the local university’s mascot.

Getting it right.

There are three things to keep in mind when selecting a business name.

• Make sure your name is unique. – Do a search at your secretary of state’s website.  You should also pay attention to whether any other out of home companies are using the same name.  In 2015, OUTFRONT media was sued by OUT FRONT and its parent company Q Publishing for name misappropriation.  The case was settled out of court.  It can be confusing to prospects, clients, agencies and vendors if you share the same name as other out of home companies.  Avoid the following names because they are already used by multiple out of home companies. American Outdoor, Arizona Billboards, Atlantic Outdoor, Atomic Outdoor, Bench Advertising, Carter Outdoor, Elevation Outdoor, Genesis Outdoor, Interstate Outdoor, Jones Outdoor, Johnson Outdoor, Look Outdoor, RAM Outdoor, Reeves Outdoor.

• Make sure you can get the domain name – You’ll need an out of home website and it will be hard for clients to find you on the web if your legal name is different from your website domain name.  It’s easy to purchase a domain name at the same time that you incorporate.  Also when you buy the .com domain name buy the .org, .net, .biz, .info, .edu, .io, .co and .us domain names to make sure a competitor doesn’t swoop in to muddy the waters.

• Less is More – Your name needs to look good in a logo, on letterhead and on the nameplates you put on signs.  A short name shows better and is more visible on a billboard nameplate than a long name.  Lamar billboards are easier to spot than Clear Channel Outdoor billboards because the Lamar nameplate is bigger.

What are your thoughts on naming an out of home company.  Email davewestburg@billboardinsider.com and we’ll run a followup.

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