I always felt that a person's name or the name of a city or location should not be included in a business name. That way, if you ever decided to sell it, the name would not be an issue. If your name is Jones, would you want to buy Smith's Lumber?
Same thing for a town. If you live in Dallas, would you buy Houston Lumber?
And I like to keep the name somewhat generic. My business name is Complete Turf Care. I started out as Complete Lawn Care because we were doing mostly lawn stuff. As my business evolved and I was doing more work with large sports complexes and golf courses, I didn't like the term 'lawn' in my name, as it seemed to imply that we work on home lawns. So, I changed it from 'lawn' to 'turf' which fits our niche better now.
Good tips.
1 - Keep the name simple and short pertaining what it does for business.
2 - Branding is more about the logo vs the name. Make the logo unique, but not to "busy looking" and don't overthink it (just remember the KISS method).
3 - When picking colors for the logo, keep in mind the colors should work on multiple color back drops. At this point, you have no clue where you might put your logo, but you don't want to find out by surprise it just doesn't look right when you put it somewhere.
5 - Just remember, sometimes you get what you pay for if you decide to create a website, and where the money should go is into Search Engine Optimization (on where your company name comes up when you type it in).
6 - Have the kid take basic business classes. Lots of great trades people working for themselves because they know their trade great and do a great job, but the issue is they don't know how to keep and read an accurate profit and loss statement on their business and understanding the costs of doing business.
I'm trying to help a 16 year old with his own lawn care business. Kid does everything with his truck and trailer and I've paid him for some long hours for trimming, cutting and hauling at my place. After his first year of work, I asked him how much he made, and he looks at me and says "I don't know" LOL.
I'm friends with his father and were just trying to teach him about ALL of his business costs. Gas for the lawn machines, gas and maintenance for his truck, not including the truck loan he has to pay his dad for starters.
I know nothing about the lumber company, but after a quick search, this company doesn't look like a bad example
Matson Lumber is a provider of high yield, premium hardwood products from sustainable sources. Our customers depend on us to deliver superior quality in everything we do "from start to finish."
www.matsonlumber.com
Don't be afraid to look at other businesses in your industry to get ideas, but also don't copy those ideas exactly.