Naming anything – including a business – is so hard. Right? So, we asked some very sharp folks to tell us the stories of how they came up with the names of their brands.

Justin Stricklin

When naming a business, it’s easy to go with something flashy or trendy, but for Justin Stricklin, founder of After The Storm AutoworX, the decision was rooted in something far deeper. “I didn’t just want a name,” he shares, “I wanted a promise—a message that resonates with the people we serve.” The name After The Storm was born from thoughtful market research and a deliberate focus on the company’s target audience: women. “Studies showed that 60-65% of women preferred this name over others we tested. Women are often overlooked or taken advantage of in industries like automotive repair. I wanted to change that,” Justin explains. “Our goal was to create a culture where women feel comfortable, empowered, and, most importantly, confident that they’re being taken care of properly.” Read more>>

Janae Erickson

My brand is called In Your Own Skin Boudoir. When I was deciding on different names, I wanted something not only unique and self explanatory, but something that envelops my brand as a whole. There are SO many boudoir photography businesses out there that turn their models into literal Barbie dolls. Smoothing their skin down to a pulp, making their eyes look plastic, etc. I want to show women that they are beautiful in their own skin, without all these crazy magazine edits on their bodies. Read more>>

Tyrone Heard

Coming up with the name was actually pretty straightforward. I don’t really recall considering any other options, but the name is a combination of the first letter of my mom’s name followed by our last name. That’s how BHeardClothing came to be. Read more>>

Lenajah Gaither

Before I took photography seriously, I used to perfect my craft daily by practicing with family and friends as my guinea pigs. As time progressed and I gained confidence in pursuing photography full-time, I would often hear, “Oh snap, these images are fire!” After hearing those words repeatedly, God gave me an “aha” moment and placed the name right in my lap. Read more>>

Elizabeth Rivera

At the time that I decided to open the bookstore, I lived in a “small town”. My daughter came up with the name Small Town Stories. We wanted the business to feel like home. Read more>>

Michael Rodriguez

I came up with the name “Mud Media” to symbolize not only myself, but for everyone I represent and work for. Myself and my collective all worked hard for our careers from the very bottom, laying brick-by-brick starting “from the mud” to get to where we are now. It strikes independence to anyone who hears about Mud Media because when they learn the meaning behind the name, they give their respect for the business and the artists who’s organic growth we promote. Read more>>

Brittany Hines

All I have ever focused on since I was old enough to count money was getting a BHAG. Pronounced Bag as in a Purse full of financial resources. I learned how to sell by giving myself permission to use the charisma hidden beneath the conditioning that had stifled my confidence. Through practice, I changed my relationship with money and intentionally gained more financial education. With a quieted mind, I learned how to manifest with my thoughts and control of my emotions. Praying. Meditating. Then in a moment while listening to a book, a podcast, or perhaps in a Clubhouse room, I encountered the term Big Hairy Audacious Goal (BHAG). Jargon used to describe a goal too operose to explain to others. Read more>>