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Today, we’re diving into one of the most challenging aspects of setting up your coaching practice: naming your business.
In this post, you’ll learn why a well-chosen name matters, common pitfalls to avoid, and actionable strategies to help you create a name that resonates with your target audience.
Why does the name of your coaching business matter?
Think of the name of your executive function coaching business as a powerful tool for brand recognition and client attraction.
A well-crafted name can communicate your services and values, making it easier for potential clients to understand your offer.
When your business name aligns with your coaching philosophy and target audience, it enhances your credibility and sets the stage for successful client relationships.
Here are some mistakes to avoid when naming your executive function coaching practice.
3 mistakes to avoid when naming your executive function coaching business
Overly General Names
Coaches often aim for broad names to appeal to a wide audience, resulting in vague and forgettable names that don't communicate specific offers. Here are some examples of names to avoid:
Grow With Sean
Learning Solutions, LLC.
Empowered Education
A name that lacks specificity fails to convey the unique value of your services and is a missed opportunity to attract clients in your niche who would benefit from your unique expertise.
No Name At All
Many people transition to executive function coaching after realizing it pays better than tutoring.
However, because they are making some money tutoring, they are afraid to abandon that branch of their business and go "all in" on executive function coaching.
While understandable, this uncertainty can lead to indecision and delay in establishing their brand, creating a scenario in which the executive function coaching branch of their business has no name.
Getting Stuck With The First Domain You Purchased
Purchasing a domain or registering a business name can feel like a commitment, leaving you constrained by your initial choice.
This can be particularly challenging if you later realize the name doesn’t fully represent your evolving services.
How to name your executive function coaching business
Here’s a step-by-step guide to help you create a compelling business name:
Step One: Reflect on Your "Unfair Advantage"
Start by identifying the unique expertise you bring to the table.
For example, Devon, a member of the Executive Function Coaching Academy, had an extensive background as a literacy instructor for students with dyslexia but found herself wanting to focus on helping students manage the challenges of the day-to-day experience of school rather than conducting separate interventions
During one of our meetings, she expressed frustration with her inability to decide on a course of action. As I learned more about her previous experience and future goals, I asked her what she thought of doing "executive function coaching for students with dyslexia."
This focus resonated, and she was able to begin developing a name with a more focused target audience in mind.
To dive deeper into the process of identifying your "Unfair Advantage," check out this article 👇
Step Two: Ensure Clarity and Simplicity
A clear offer beats a complex offer every day of the week. When developing a name, aim for something that conveys what you are offering. This might look like:
Executive Function Coaching with Sean
College EF Coaching Specialists
Avoid complex or awkward names that might confuse potential clients. A clear business name helps communicate your offer effectively.
Step Three: Check Availability
Before finalizing your name, ensure it’s not already in use. Check domain availability and state registration to avoid legal issues.
I check and register domains using the website NameCheap, but you can also do this using other domain registration tools.
Also, just because a name has been taken with the dot com ending doesn't mean you can't use it with another domain ending, such as:
dot us (.us)
dot me (.me)
Step Four: Test Your Name
You can test your business idea using a platform like Tutorbird or something similar with a temporary name. This allows you to experiment and refine your brand before committing to a permanent name and domain.
To do this, you can use a free website builder to "beta" launch your business and test out your name before fully committing to it.
The reason I suggest using a tool like Tutorbird is that you can also use it as a Customer Relationship Management (CRM) system to do things that will save you time, like:
Add a drag-and-drop sign-up form for new clients
Label people who fill out contact forms as "leads"
Add a portal where clients can view session notes, upcoming sessions, and more
Summary
Naming your executive function coaching business is a strategic process that requires consideration and planning. To avoid the mistakes many new EF coaches make, try these steps:
Identify your "unfair advantage"
Choose a clear and straightforward name
Check for name availability
Test your business name using platforms like Tutorbird.
Hope this helps 🤙🏻
P.S.
Consider joining hundreds of educators and professionals who have completed our executive function coaching certification. You'll gain all the tools, templates, and techniques you'll need as a coach, plus you'll make new friends and have a community you can rely on to grow and learn. Learn more.
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.