> ## Content Index > Fetch the complete content index at: https://blog.1671.co.uk/llms.txt > Use this file to discover other available public pages before exploring further. # What's in a name? And who's behind it? - URL: https://blog.1671.co.uk/whats-in-a-name-and-whos-behind-it/ - Published: 2026-10-21T13:22:50.000Z - Updated: 2026-10-21T13:24:14.000Z - Author: Dominic Geary I've been thinking about company names recently, particularly in the increasingly crowded world of advertising, media, marketing agencies and ad tech. And I wonder whether enough founders really think about what their company name says about their business. Or, perhaps more importantly, what it doesn't say. When you're launching into a competitive marketplace, your name is often one of the first things a potential client encounters. So surely it should do some of the heavy lifting? Ideally, it gives people a reasonably quick understanding of what you do. And if it doesn't, a good strapline should help. But I think there's something equally important that often gets overlooked. **The story behind the name.** Why did you choose it? What does it mean to you? Why did you start the business in the first place? And what was the journey that brought you here? Because a good story does something that even the most polished branding can't necessarily achieve. **It creates an emotional connection.** And that's important, because however much we talk about B2B, we're still dealing with people. People who want to understand who they're working with. What motivates them. What they believe in. And why they should trust them. A good story gives your audience a reason to come on the journey with you. I've always believed this applies to almost every aspect of how a business presents itself. Whether it's your website, your credentials presentation, your sales pitch or your wider marketing collateral, there should be a story running through it. And like any good story, it needs a beginning, a middle and an end. Where have you come from? Why does your business exist? What are you trying to achieve? And how can you help your clients get somewhere better? Too many businesses seem to jump straight to the middle, talking about their services, technology and capabilities without ever explaining why they exist. Or worse, they fill their websites with the same tired claims about innovation, disruption and being different. Different from what? And why should anyone care? **Take my own consultancy, 1671.** Not exactly a name that immediately tells you what I do, I'll admit. And there's a certain irony in me writing about clarity in B2B naming when my own business is called four numbers. But there's a story behind it. The numbers have a personal connection to my date of birth. And no, before anyone asks, it's not my PIN number. There's also an interesting numerological interpretation of 1671, touching on leadership, wisdom, responsibility and the balance between financial success and personal wellbeing. Whether or not you believe in that sort of thing, I rather like the coincidence. Because those themes connect with the conversations I have every day with agency and ad tech founders. The strapline is **“Adds up to growth.”** And that's deliberate. Because when you're advising founders, so much of what matters ultimately comes back to numbers. Revenue. Profit. Margins. Valuation. But also hours, days, months and years. How much time are you spending running your business? How much freedom does it give you? And what are you actually trying to achieve from all the effort you're putting in? Growth isn't always about building a bigger business. Sometimes it's about building a better business that gives its founder a better life. So there's a personal story behind the name, and a commercial philosophy behind the strapline. And importantly, I'm happy to stand behind both. **Which brings me to something that genuinely frustrates me about some agencies.** The apparent reluctance to tell us who's actually running them. You visit their websites and find beautiful design, slick messaging, carefully selected stock imagery and all the usual promises about transforming brands and delivering results. But where are the people? Who founded the business? Who's leading it? Who's actually going to work with clients? Sometimes you'd be forgiven for thinking there aren't any real people involved at all. For me, that's a massive red flag. I've always admired founders who put their own names above the door. There's something reassuring about that. A sense of pride, ownership and accountability. But you don't have to name the business after yourself. You do, however, need to be prepared to put yourself front and centre. Tell people who you are. Why you started the business. What you've learned along the way. What you believe in. And don't be afraid to show a bit of personality. Because people connect with people, not anonymous corporate identities. I appreciate that not every founder is naturally comfortable putting themselves out there. But if you're asking someone to trust you with their brand, their marketing budget or their business growth, surely it's reasonable for them to want to know something about you? **Your story is part of your credibility.** And it shouldn't stop with the founder's biography. It should run through your website, your credentials, your presentations and every touchpoint where someone encounters your business. A clear beginning, middle and end. A reason for existing. A point of view. And a compelling sense of where you're going. So, if you're launching an agency, building an ad tech business or even refreshing an established brand, take another look at how you're presenting yourself. Does your name help explain what you do? Does your strapline support it? Is there a story worth telling? And can someone visiting your website quickly understand who you are, why you exist and why they should trust you? Because in a crowded and competitive marketplace, clever branding might get you noticed. But it's your story, your experience and the people behind the business that create the emotional connection.