The most interesting business names found in Charlotte
When I moved out of my first job in Charleston and into my second in Charlotte, I thought I was leaving a creative business vibe behind. There were so many places with names that got me thinking about their meaning: my favorite wine bar called Proof, my second favorite brunch spot called Closed for Business, my work place called Arcadia.
But interesting business names seem ubiquitous — they’re dreamt up in Charlotte, too.
Paula Bartlett, one half of #thesavageway marketing/branding group alongside Torrie Savage, said their business name has evolved over time.
“Yes, it is Torrie’s last name,” Bartlett said, “but it represents doing things on our terms. Our business is not very conventional and we pride ourselves on thinking outside the box. We do things our way, the savage way.”
I have yet to see another business name infused with a hashtag, but they make it work. So I asked Bartlett for some business-naming tips.
“Check your industry,” she said. “Do you need to include ‘accountant,’ ‘dry cleaner,’ ‘dentist’ in your name, or can you be more creative and abstract? … A business name should educate your potential consumers on your business. Or, be creative and be willing to tell your story.”
Similarly, Charlie Elberson, VP/insights strategist at Wray Ward, a creative marketing company, said, “A business name has to do two things: (a) explain what you do and (b) stick in people’s minds. The optimum ratio is 60 percent explain what you do and 40 percent be memorable. Although a purely fun and interesting name is tempting, if you over stress being clever and memorable in your name, the business will continually spend money and time telling people what you do.”
He added that this “does not apply for craft-beer or artisanal soap – in those cases just go for memorable.”
For me, abstract means memorable. Here are some of the most interesting business names I’ve stumbled across in Charlotte:
The business: A handcrafted clothing line in Charlotte that delivers items via gift boxes.
The concept: “We believe how beautiful you are is completely up to you. We don’t need to follow trends or seek approval from others just to feel and look as good as we want.”
The business: A bar and restaurant across Woodlawn Road from Park Road Shopping Center.
The concept: “It offers a Polynesian Pop experience for those of us who need an instant getaway. As soon as you step inside, you’ll be transported to a time in Americana when everyone wanted a taste of the exotic in their everyday lives.”
The business: A brewery in South End.
The concept: “We are the open road with no destination. We are your first kiss or your last time jumping out of an airplane, or whatever your wildest adventure is.”
The business: A salon and spa in South End.
The concept: “Finding a great stylist is all about the experience. It’s about knowing what you want and walking out with just that. It’s also about not knowing what you want and walking out with exactly what you didn’t know you wanted and feeling great.”
The business: A restaurant in Elizabeth based on a passion for Latin and tropical flavors.
The concept: “These culinary influences have shaped our version of ‘new American’ cuisine. When dining with us, we want you to truly ‘seize the moment’ and let us take care of the details.”
This story was originally published September 1, 2015 at 12:00 AM.