Coming Up With A Business Name 

25 July 2003  
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Friday 25 July 2003

One of the first things you’ve got to do when opening a business is to come up with a good name for it.
It’s got to be a name that perfectly describes what you do, while at the same time encapsulating the right image and message. My approach to this task was to host wine-fuelled gatherings of friends and family and then brainstorm.
That was a bad idea! Too many cooks. Some people put forward names they thought were great and got a bit offended when I politely turned them down. Others suggested names that were so far removed from the service that they simply were not runners. Others just drank the wine and stared blankly when asked for suggestions.


I began to make up words. “Piccoloro” was one such name, meaning a little piece of gold. But it sounded too much like a musical instrument for our purposes. God forbid we have enquiries to the site about woodwind instruments.
When you’re searching for that elusive name, you become obsessed with it. Global brand names take on a new significance. Logos enter into your dreams. And it’s true – the best ones are the most simple. Like the Audi logo for example (four intersecting circles). I reckon that some Germans probably thought that one up over a few beers in a pub. Because when you take a sip of your beer, and put the glass down, it leaves a circle of liquid on the table. Four sips and bingo – you’ve got the Audi logo.
Once you’ve got a short list of potential names, the next step is to see if the URL is still available. Many got eliminated at this stage because the names had been registered by businesses in Canada, the US, and Australia. It was at this stage that I had to say goodbye to Sirius – the brightest star in the galaxy.
After you’ve found a name that hasn’t already been nabbed online, you then have to register it with the Companies Registration Office. I must say, the CRO has been an absolute pleasure to deal with – cheerful helpful people on the phone, wide-ranging and clearly written information on its website (www.cro.ie) and efficient delivery of documents. It’s a pity that some of the telecom companies don’t operate in the same manner, but more on that in another blog: “the Battle of Broadband”. I’m still waiting for a happy ending to that one.
So that was how Brightspark came about. Containing the word ‘bright’ which has such sunny positive connotations, and with the punchy ‘spark’ and its association with creativity and innovation. I like the way Brightspark looks in print, and it begins with B – guaranteeing a high position in a list of other companies.


Brightspark Consulting. Remember it. It’s not just a great name, it’s also a great company.


Tuesday 16 June 2003

The first blog for Brightspark. And you know what?
I’m not a bit anxious about how this will come out on screen. I’ve plenty of experience at this blogging business. Because for years I kept a diary, religiously recording each and every wonderful thing that happened in my life. Boys that I fancied and how they matched up to The Great One – Robert Smith from The Cure. The pains of studying for the Leaving Cert (a particularly dull tome that one). The excitement about beginning my career in London. Such logging of life has been for nobody else’s pleasure but my own. Until now that is.


I imagine that most people who are blogging have always kept a diary or journal of some form or other. Go the geeks.


This blog is all about how it is to be setting up an exciting new business in Dublin. It is not a ‘how to’ guide, but rather a sharing of experiences. Many such experiences are unique to me, others are sure to elicit a common groan from others who have been through this before.


And what better way to begin than to state why I believe that Brightspark is going to succeed?

Brightspark is going to plug a gap that exists in the Irish market.


Over the past few years, I have met many business people who, when they hear that I make my living from the internet tend to make the comment – “my business has a website but we never get anything out of it.” Or “I really must get around to getting a website for my business”.


There are plenty of web design firms who create really stylish websites, but once delivered to the client, they are left to languish, with no content changing from one end of the year to the next. Internal processes haven’t been fully thought out to ensure that new and interesting pieces of information are added.


Brightspark is all about picking up where web designers leave off. It helps companies to bring about an internal cultural change so that they are equipped with the skills to maintain their websites. Maintenance involves ear-marking documents for publication on the site. Rewriting so it reads well on screen. Publishing and remembering to update.


And if you haven’t got a site yet? Better still. Work with Brightspark to ensure you get one that is aligned to your business objectives, that communicates effectively with your audience, and that helps you win business and make sales.


So that’s why Brightspark is here. Keep visiting this blog to find out how we’re progressing. And don’t forget to give us your feedback.

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