I am looking into re-structuring my business, and one of the possibilities is to change my business name.

I am currently structured as an LLC, named 'Utaria Web Services, LLC'. I want to re-structure as a C-Corp, and am expanding my business offerings.

I made up the name Utaria 2.5 years ago, there is no real meaning to it, however, I've put a good deal of effort into building my utaria.net brand as high-quality service oriented hosting, targeting small businesses and E-Commerce sites.

I also have a new brand (Nerfix) catering to the global market with high resources for lower prices.

In the new expansion, I plan on offering design services, as well as contract/consulting IT services for small businesses in the local area.

Right now, I am contemplating using the name 'Utaria Solutions Inc.' as the conglomerate parent company, and utaria.net, nerfix etc, will all be sub-divisions of it. But I'm having second thoughts about using the Utaria name. What are some pros and cons of changing names? What are some pros and cons of using a made-up word for a business name?

Originally posted by amish_geek
Right now, I am contemplating using the name 'Utaria Solutions Inc.' as the conglomerate parent company, and utaria.net, nerfix etc, will all be sub-divisions of it. But I'm having second thoughts about using the Utaria name. What are some pros and cons of changing names? What are some pros and cons of using a made-up word for a business name?

Aaron, I know you've been around awhile so this is just IMHO, but I think it's better to stay way from made-up words for your business name unless you have the cash and firepower to create brand recognition.

If you can create a real brand for yourself (top of mind awareness), then a made up name is great because it will stick in their head and there's nothing else like it (think about names like powweb, lypha, or even google). However, in such a competitive market I think it would take $100,000's (or a ton of time and work) to really make that kind of impression. Therefore I think it's better to stick with a descriptive name that shows people what you do just by seeing the name. I would also not settle for anything other than a .COM domain.

For example, a name like "affordablehost" is ideal because one look at it tells you what they do, what they're about, and it's easy to remember. Take a look at the featured advertisers on WHT and you'll find mostly real word names like infinityhost, hostgator, apollohosting, hostvoice, readyhosting, etc.

A good name is worth investing in. It may seem like all the good names are taken, but a huge percentage of good hosting names are not active. They're just being held by squatters, and you can often pick up a great name for under a couple hundred bucks if you just contact the owner and bargain with them. On the other hand, don't swing to the other side of the pendulum and drop $1000's on a domain. That's just not necessary because there are still many good names out there either unregistered or like I said being held by a squatter who will be willing to part with it for a small price. Also, don't go looking at the domain-sale forums expecting to find your perfect name. Instead, decide on your perfect name and then go see who owns it and contact them.

There are so many ways to find success on the net that it's not 100% essential for you to have a good name, but a great brand can make the difference between being an average company or becoming a super power.

PS--I just checked out your other site and your current sub-brands are pretty strong... YouResell, ServerCrossing, and IntegraHosting. Also nice job branding Utaria on those sites. I would keep up that approach and really focus on branding those niches.

Thanks for the insight Eric. About the .com's, I totally agree, I won't buy a domain for a business site (main business site) unless I can get the .com. If you check, I have utaria.com and nerfix.com both aliased to their respective .net. I'm from the old school of thought that Internet services should use the .net extension :)

As for the domain, I'm not too worried about, the domain could actually be anything. And in any case, I'll still keep my Utaria.net brand of hosting. I'm just looking/thinking if I should change from Utaria for the parent company name. IE, "Utaria.net is a _____ Solutions Inc. company"

Originally posted by amish_geek
And in any case, I'll still keep my Utaria.net brand of hosting. I'm just looking/thinking if I should change from Utaria for the parent company name. IE, "Utaria.net is a _____ Solutions Inc. company"

I think if you want to change it for restructuring reasons, you should keep the Utaria name rather than taking on a new made-up name for the parent company. So Utaria Solutions Inc. would work good.

If you change your name, you lose the brand you have put tons of work into. One way of solving this problem is to link the old domain to the new domain. I think the best way to deal with this sort of problem, is to just have two different names, each catering to a different market.

Well, if I've been playing with the idea of using "ADAE Inc" (Aaron D. Abramson Enterprises), or even something not made up.

Originally posted by amish_geek
Well, if I've been playing with the idea of using "ADAE Inc" (Aaron D. Abramson Enterprises), or even something not made up.

That depends on what impression you want to convey. If you use your name, it will sound like a 1-man show (which can be OK or even good, and yes some self-named companies get huge). On the other hand, Utaria Solutions sounds big--especially when you look at all your subdivisions. I think Amish Geek Solutions actually has a nice ring to it ;)

I'd go with the idea of creating a larger "Parent Company" with a catchy name you like. Leave your current business operation names alone.

Well here's how you can also look at it. You can change your parent company name to anything you want. There's a different between a business name and a domain name.

For example you can have Utaria Web Services, Inc. for your company name and have a domain utaria.net or whatever.net or you can have a company name Whatever Services, Inc. and still have Utaria.net. Whe you do promotions you continue to build the brand awareness of Utaria.net but as a domain and service awareness which is what will drive people to your site or company and they will know you that way.

All legal document however will have Whatever Services, Inc. with a sub division (trade name of Utaria) of Utaria.net or any other brand you have. If you're trying to match your business name with your domain or brand name then you should change your business name however I don't think you need to do that.

Just another view. I know what you're going through I've been there and still visit it every now and then. So let us know what you decide and how you decide; it might help us all.

Good luck to you Aaron.