In this resource, more than 200 consultants share the story of how they named their firm — and what, if anything, they’d do differently with hindsight.
Here are their responses, grouped by the overall categories they fall into:
Consulting Firms Named For Their Location
2nd St Strategy
Website: 2ndststrategy.com
Founder: James Agres (LinkedIn)
Year founded: 2020
Story behind the name:
Based on personal experience. I used to live on E 2nd St in New York and had a great time. I wanted to recall that experience while working at my practice.
Focus of the firm:
Private Equity Commercial Due Diligence.
Looking back on the decision:
Probably choose a different one. Email / domain name is too hard to communicate over the phone. Is it “Second” or “2nd”, is it “St or Street”? etc.
We are a group of four M&A professional with 90 years of M&A experience focused on trans-Atlantic deals. Two located in Europe and two in the U.S.
Focus of the firm:
M&A integration.
Looking back on the decision:
Absolutely YES.
Advice for others:
Use something short that describes what you do.
Boston Pharmaceutical Consulting
Founder: Ellen Hochman (LinkedIn)
Year founded: Undisclosed
Story behind the name:
Boston to communicate where I’m located, although now that doesn’t matter, and Pharmaceutical which is one of my key industries.
Focus of the firm:
Industry (life sciences) and functional (strategic market research).
Looking back on the decision:
I would probably choose the same name.
BR Case Consulting
Website: thebrcase.com
Founder: Mony Lacerda (LinkedIn)
Year founded: 2021
Story behind the name:
I have visited 534 different cities inside Brazil, and another 254 abroad. BR stands for Brazil, and BR Case is for the Brazil´s Case Study.
Focus of the firm:
Real Estate Valuation and Advisory.
Looking back on the decision:
Probably yes.
Advice for others:
Choose a short name.
Claremont Hudson
Website: claremonthudson.com
Founder: Anand Christopher (LinkedIn)
Year founded: 2014
Story behind the name:
I used to live on Claremont Avenue in Chicago, and that served as the main inspiration for the name. I originally was going to go with Claremont Partners, but that name was already taken at the time. My cross street was Wabansia which does not have a nice ring to it so I needed something else. Hudson sounded regal and complemented Claremont well. I once heard an interview with David Rubenstein, co-founder of The Carlyle Group, where he said he wanted a firm name that sounded established and prestigious even in its infancy – that’s what I was emulating as well.
Focus of the firm:
Claremont Hudson is a Chicago-based management consulting firm specializing in growth strategy. We provide clients with strategies and tools needed to accelerate revenue growth. We work with Fortune 500 clients, private equity funds and middle market companies in a variety of industries including healthcare, food & beverage, software, technology and manufacturing.
Looking back on the decision:
Yes, clients have responded favorably to the name, and I believe that I am building brand equity.
Advice for others:
Make it original. Personally, I am not a big fan of naming a practice after the founder, but every practice is different – there is no right or wrong with naming (to an extent).
Davatex, LLC
Website: davatex.co
Founder: David Miller (LinkedIn)
Year founded: 2021
Story behind the name:
I was looking for something that was quick and easy to remember, and didn’t tie the business to one specific offering or sector. So I ended up with a portmanteau of my name (David) and location (Austin, Texas).
Focus of the firm:
Business Strategy, Creative Strategy, Data Analysis, Operations Improvement, and Technology Advisory.
Looking back on the decision:
Yes I would. I looked at many different combinations, and Davatex checked the most boxes. The only thing I wish is that I’d been able to get davatex.com – but unfortunately, that domain appears to be a Chinese-language gambling site. But I always make a point of telling new contacts that in a way that gets a laugh – so it creates an extra touch point and, hopefully, something to hang a memory on, so I guess it’s not all bad.
Advice for others:
Pick a few names and ask friends what they like. Sometimes a name you like can carry unintended or unknown connotations.
Drakensberg International Consulting
Founder: Mack Dube
Year founded: 2019
Story behind the name:
Drakensberg Internal Consulting is named for the Drakensberg Mountain range that stretches from South Africa through to Mozambique. From the peak of the Drakensberg mountains, you get the clearest view of the horizon. Clarity, and acuity in achieving this viewpoint is gained through the rigor of scaling the mountain.
In addition, I believed the name would resonate with my firm’s geographical focus (at the time) and the clients; Middle East and Africa. However, when the world slowed down due to COVID my most consistent clients started to come from the U.S., but the name had stuck. So I kept it.
Focus of the firm:
Human Capital Practice:
- Org Design
- Change Management
Looking back on the decision:
I would have likely looked at a more U.S.- centric name had I started out in the U.S market.
East Peak Partners
Website: eastpeakpartners.com
Founder: Craig Sulzburgh (LinkedIn)
Year founded: 2019
Story behind the name:
East Peak Partners is named after one of the peaks on Mt Tam. I’m a keen cyclist and ride to the top a few times a week, often to see the sun rise. It is an awesome way to start the day and get inspired.
Focus of the firm:
Sustainable investing and climate solutions.
Looking back on the decision:
I’m sure there could be something better, but I haven’t identified it.
Edison Strategy Solutions, LLC
Website: edisonstrategy.com
Founder: Mark Cutler (LinkedIn)
Year founded: 2014
Story behind the name:
I grew up in Edison, NJ. I think the name “Edison” connotes innovation, intelligence, inventiveness, and problem-solving ability so I thought it would be a good name for a consulting company. I didn’t want to just name it “Cutler Consulting.”
Focus of the firm:
Strategic planning, strategy and performance management, data and analytics, and project management.
Looking back on the decision:
Yes, I would keep the name.
Ft. Sheridan Group, LLC
Website: fsgconsulting.com
Founder: Joe Gatto (LinkedIn)
Year founded: 2003
Story behind the name:
When I decided to start my own consultancy, I believed that using my name, i.e Joe Gatto and Associates, would not attract clients or potential employees to what would appear to be a single shingle firm. I resided in a reclaimed former Army installation named Ft. Sheridan which was founded in the late 1880’s and had great name recognition in the Chicago marketplace. Based upon my research, the name was available, so I registered as The Ft. Sheridan Group, LLC.
Over the past 19 years, this name has worked well for us both with client and consultant acquisition. Another factor that I had to consider was the possibility of selling the firm in the future. I felt that it would be easier to sell Ft. Sheridan Group, less client disruption etc. vs, selling Joe Gatto and Associates.
Focus of the firm:
We provide IT advisory services to small-middle market sized companies, across all industries, who are headquartered in the Lake Michigan geography.
Looking back on the decision:
I continue to believe that this was a solid choice.
Advice for others:
- Select a local geographic reference point if at all possible. Helps to have a brand that has some local recognition, even if it has nothing to do with the services provides. For example, when I am networking in my local network, I am often greeted with “I’ve heard of Ft. Sheridan”. This provides me with the opportunity to tell a story of why as I discuss our services.
- In my opinion, it’s best if you do not include the services in your name. The reason is that you may miss a client opportunity due to a lack of interest in your services. Better to have a prospect ask what you do which may enable you to broaden the discussion.
- If you include the services in your name, you may restrict expansion into other services or geographies.
K11 Consulting GmbH
Website: k11-consulting.com
Founder: Alexander Deicke (LinkedIn)
Year founded: 2013
Story behind the name:
The street of the offices are Kaffeeberg 11 and there are K mountains.
Focus of the firm:
Data Privacy, Compliance and Legal: interim, project and Body leasing.
Looking back on the decision:
Yes, I would keep it.
Kronberg Advisors
Website: kronberg-advisors.com
Founder: Ulrich Voss (LinkedIn)
Year founded: 2015
Story behind the name:
I wanted a name that does not mention myself as a person — I wanted it to sound rather “generic” and not based on any individual. This also makes it easier for me to have freelancers work for my firm and use the domain for e-mail.
I did not want to use the word “consulting” or any variations of it. I used the name of my home town “Kronberg” as the key name ingredient. I chose “Advisors” to suggest there my be more than myself working — which in most projects is the case as I work with freelancers.
I created a simple logo and corporate identity/corporate design (letters, project proposal, invoices, powerpoint, website, call cards, etc.).
Focus of the firm:
Technology for financial services in Europe.
Looking back on the decision:
Yes. It may not be the most innovative, but it works well.
Advice for others:
Never use a Gmail, Yahoo, or similar accounts for your professional e-mail — this appears fairly unprofessional. You must have your own domain, at least for e-mail. If you work with other freelancers, you should all share the same e-mail domain — this looks like a professional team, and not like a collection of individuals. I would also consider a website with a domain as a standard feature today. This also allows to appear as a firm in LinkedIn and other networks. Keep the name general (do not refer to your own person). Avoid too splashy naming — and too dull, too! Middle of the road works best.
Midwestos
Website: midwestos.com
Founder: Borko Bozickovic (LinkedIn)
Year founded: 2018
Story behind the name:
I used following the guidelines:
- Focus on the region.
- Show that you are local.
- Non-techy name. I support midsize companies that are more traditional.
- Ending with OS has a good sound (Operations Solutions OS).
- Easy to remember.
Focus of the firm:
Industry: Manufacturing in general.
Focus: Supply chain, operations, strategy.
Geography: Midwest mostly. Anywhere in the world.
Looking back on the decision:
Would choose the same name.
It is a place in Iceland both my wife and I love.
Focus of the firm:
Productivity and Efficiency focus.
Looking back on the decision:
Yes, I would.
Silicon Valley Mobility, LLC
Website: siliconvalleymobility.com
Founder: Sven Beiker (LinkedIn)
Year founded: 2017
Story behind the name:
- It should speak for itself (mobility consulting in / from / for Silicon Valley).
- Should have “Silicon Valley” included (quite an asset).
- URL needed to be available.
- Comprehensible in different languages.
- Modern but not flashy.
- It is a bit lengthy, which was of a concern, but it works well, everyone gets it.
Focus of the firm:
Strategy and product consultant on autonomous, connected, electric, shared mobility.
Looking back on the decision:
Definitely yes, I’d chose the same name.
Advice for others:
Naming your practice is really important, that is often the first thing someone will notice about you.
Sterling Woods Group
Website: sterlingwoods.com
Founder: Rob Ristagno (LinkedIn)
Year founded: 2016
Story behind the name:
Sterling Woods is the name of the neighborhood I grew up in. I didn’t want to name the company after myself, and I figured this sounded official. “Group” was added because the domain name sterlingwoodsgroup.com was available (I have since purchased sterlingwoods.com).
Focus of the firm:
Data-driven go-to-market optimization for media, information, and software businesses with recurring revenue streams.
Looking back on the decision:
In retrospect, I regret the name choice. Sterling Woods doesn’t indicate exactly what it is we do. If I started all over, I would choose a name that described what we did, e.g., Sterling Revenue Optimization.
Advice for others:
Spend more time on warming up your network than stressing about branding issues (name, logo, etc.)
Twin Oaks Group
Website: twinoaksgrp.com
Founder: Stephen Young (LinkedIn)
Year founded: 2015
Story behind the name:
Twin Oaks is the drive we are located on. I somewhat copied Jefferson Wells out of Milwaukee.
Focus of the firm:
Corporate investigations, compliance programs and internal auditing.
Looking back on the decision:
Yes, I would use the same name. I would have spent more time in the design of promotional material using the name.
Advice for others:
Make the firm name have some meaning to you vs. some overused methods such as ABC Consulting or Superior Consulting. Even better if there is a nice little story to go with the name. Makes for a good ice breaker.
