How Does Your Company’s Name Affect You?

What I’m about to say may upset some advisors… but hear me out before you judge.
What is the name of your business?  Does it have retirement… wealth management… financial advisor… or something similar in it?  If it does, what do people think about as soon as they hear or see it?

If you were at a party and you mentioned those terms when someone asked what you did, would people want to talk to you or try to get away from you?  If I don’t want to talk to someone at a party, I tell them I’m a financial advisor, and they can’t wait to get away from me.   Why?  Because they don’t want a sales pitch.  Whether you plan to give them one or not, they are afraid you are going to try to sell them something.

I recommend you use a business name that people associate with top-notch tax and law professionals.  Google the biggest, baddest, and most respected firm in those fields… the firms that people immediately respect… Deloitte and Touche, Baker and McKenzie, Latham & Watkins, Ernst & Young…

Do you see a theme?  Two names give a firm immediate credibility… and DOES NOT sound like you are selling them something.  Now, your firm might be too well established to change at this point… but if you could, would you?