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Why I Renamed My Design Business

July 25, 2013SheilaBusiness Tips, Freelancing, Random6 Comments

Introducing…Apex Creative

Hi all! To my loyal followers and fans, thank you for all of your continued support, and for your interest in what I’ve been up to. As you may be wondering, why the heck would I change my business name now? Especially as my brand equity has grown and organic search results are up.

All I can say it, it’s been a long time coming. Ever since I started freelancing, I’ve struggled with what to call my design business. I’ve never been clever at naming myself, and so just ended going by plain old “Sheila Patterson Design.”

After much time and thought, it finally dawned on me: Apex Creative!

This name was inspired, in part, by Shark Week. That’s right.

I’m a bit of a geek, and love learning about science and the world around us. During the Discovery Channel show, they referred to the Great White as an apex predator. I thought that was a cool word and looked it up; essentially, the apex of something is the peak or summit. It means that the Great White is the best predator. He’s at the top of the food chain. Likewise, I’ve always striven to become a better and better designer.

It was a tough decision, but for several reasons I’ve come to the conclusion that changing my business name and branding is the best course of action both for myself as well as my clients, for the following reasons:

 

1. To be seen as more capable and professional

Although I am not ashamed of my name and the fact that I’m a one-woman operation, I’ve always gotten the impression that Sheila Patterson Design was perceived as not very capable. For example, I’ve noticed that design students fresh out of school, call their new design biz “My Name Design” by default.

On the flip side, world-renowned designers like Saul Bass simply go by their name; it’s recognition enough. Since I’m in between these two extremes, I felt it was appropriate to have a “real” name.

 

2. To be more memorable and easier to spell

If you’re going to name your business after yourself, you better be sure your name is

a) memorable, and

b) easy to spell.

While I’m sure I was okay on point a, I’m not so sure about b; people never seem to be able to spell my name right. I didn’t want this to be an issue.

Apex Creative is much more unique, memorable, and easy to spell. Also, whenever I introduce myself at business functions, I found saying my name followed by my name design didn’t exactly roll off the tongue smoothly either.

 

Make sure your business name is memorable and easy to spell. Click To Tweet

 

3. To separate myself from my business

One of the pitfalls of having a business named after yourself, I’ve noticed, is that it becomes increasingly difficult to separate yourself mentally and emotionally from that business. And working from a home office only compounds this issue.

I found, when operating under Sheila Patterson Design, that I was identifying too much with my business; my business was me, and I was my business. Not good.

 

4. The opportunity to start on the right foot

After working with dozens of startups and clients, I’ve seen how important it is to start your business on the right foot so it can grow.

I realized I wasn’t doing this myself. So, I decided I needed to start at square one, and carefully plan out my business plan, strategy, marketing, branding, and vision before launching.

There you have it!

I am super excited about my new business name, branding, and website, and promise that I will continue to provide exceptional design and informative advice as we continue this journey.

 

It's important it is to start your business on the right foot so it can grow. Click To Tweet

 

Let me hear your thoughts.

Do you like the name Apex Creative? Or did you like my old name more? Why or why not? When do you think changing a business name is a good or bad idea?

Sheila

Sheila

Sheila Patterson is the owner and Creative Director behind Apex Creative. GCU professor by day, brand identity expert by night, she loves all things related to design. When she's not creating amazing logos and websites, you can find Sheila tormenting her husband and two feline furbabies, catching the latest Game of Thrones episode, or reading a good book. Naps are nice too.
: business, freelance, graphic design, professional, rename

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6 Comments. Leave new

Eva Coleman
August 16, 2013 9:04 pm

Hi Sheila,

congrats on a new website and a new company name, I really like it a lot. I am thinking about redoing mine next year. The one I’ve got is getting a little outdated.

Gosh, I just fired a client. It was a carbon copy of your 8k one. No matter what I told her she ignored and kept insisting on transferring her old crappy site from mid 90’s to a template that she wanted re-programmed so she could move in her poop.
Crazy stuff, you’re right the money is not worth it, we’re designers not amateur design implementers. So as of today, I raised my hourly rate to weed out the pseudo clients, so let’s see how that will work out.

BTW,I really like your portfolio, it looks like graphic design – logo in particular is your biggest forte! Great job!

Sheila Patterson
August 17, 2013 2:17 am

Hi again Eva!
Thanks for the compliments and for reading, I always wonder if anyone’s paying attention 🙂

Good for you for sticking to your boundaries! Yes, some clients are definitely not worth it.

Smart move raising your rates, that’s always a sure-fire way to weed out the bad ones, I know it will work out in the long term for you.

John Powell
August 23, 2013 4:33 pm

Apex Creative – I do think the name is very interesting and clearly design oriented. Since being here in Atlanta I am not familiar with your market geography. Still, you inspire your followers to pay attention to your ideas, even if separated by the Rockies, Midwest and the Mississippi River. Your reasons for changing are well thought out and certainly meaningful. I applaud you. Great work.

Sheila Patterson
August 26, 2013 11:08 pm

Hi John,
thanks for reading! I appreciate your feedback

Isaac Goldman
November 9, 2014 8:46 am

I really like the new re-branding idea of changing the name to Apex Creative. I am currently a senior graphic design student and I have definitely struggled myself with coming up with a name. The reason, of course, is to stand out from the rest. The hard part is obviously coming up with something like “Apex” which is a really smart idea. Do you have any other advice for choosing a name other than it being memorable and easy to spell?

Sheila Patterson
November 11, 2014 12:14 am

Thanks for reading, Isaac!

Dude, coming up with your own name is the hardest. Sometimes though it’s one of those things you just stumble upon, other times you have to work really hard at it.

I’d recommend reading some of what Graphic Design Blender has on the subject, they really helped me:
http://www.graphicdesignblender.com/your-own-name-vs-business-name

They also made this pretty good eBook, which has a solid naming exercise:
http://www.graphicdesignblender.com/frompassiontoprofit

Hope that helps! Good luck 🙂

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