What’s in a name?

Over the years we have advised a great many clients on their choice of business name. Sometimes you can be so close to the subject you just can’t see.  That’s when external expertise can help to get it right from the get-go.

I am ashamed to say that once a client called me and gave their company name which ended in ……Media. I ignored the call because I thought it was another newspaper trying to sell me advertising space – and we get quite a lot of those. It was only after subsequent calls and the firm statement “what do I have to do to give you work” that a valuable insight appeared to us all. Their company name didn’t describe what they did – they produced high quality video. From there we found the perfect domain and clarity from the outset. Similarly a local client in this area wanted to preface their business with Bowland. It was apparent to us that Ribble Valley not Bowland was getting all the publicity in the Times and Guardian lists of places to visit and appearing in essential key word searches – vital for their proposition. When you start to think of human behaviour, psychology, research, domain names and Search Engine Optimisation (SEO) it’s a different train of thought.

What does your company name say about you?

For my own part when thinking of a first business name in 1991, as a creative person I pictured the brand first in my mind and could only see a logo from my childhood. As a family we enjoyed holidays in Abersoch in North Wales, and on the drive down I was always excited to see a hotel perched high above Colwyn Bay with a superb typeface (always loved typefaces) and title 70 degrees.

I used to use a drawing board to design layouts using a right angle – so it was 90 degrees – the right angle on design and marketing. Fast forward to 2012 and Andy Schofield and I were thinking of the name for this business, knowing there was always going to be an art aspect, we needed a pair. The degrees were never far away – our destination – 53.87 N 2.39 W Clitheroe and Latitude Design & Marketing (as was) and Longitude Art Gallery were formed. In 2020 we added the Manchester co-ordinates and a rebrand to truly reflect our purpose.

An interesting story


What is your purpose?

Do I mean in life, as a person, as a business, or as a brand?
You have the capacity to chart your own life, form your own vision, make your own reality.
Are you still curious, open to ideas, pushing the boundaries – on a mission?
What do you stand for?
We can all work through the weeks and months, dealing with the day to day running of life and business, focusing on the project in front of us and the revenue. What if I was to suggest that focusing on the higher goals would bring greater satisfaction, return and profit.
Even in the present world of technology and digital, the old saying ‘people buy people’ is as true as ever. Behind every laptop, app, social media post, video, website, and e mail there is a human being making an emotional decision or purchase.
I realise I have 30 years of human observation through one channel – marketing. I am more driven today than I was when I started my first business at the age of 24. I am passionate about what I do and am curious to learn more, hear more, experience more. I know my purpose – it is to be a guide, a pathfinder to a destination, to see the route to scale and grow. Regarding co-ordinates and destinations, there’s a story behind Latitude and Longitude, and Ninety Degrees before it, but that’s for another day.
In this present day it is not enough to simply follow profit, we need to solve a human problem with the power of our brand and our actions. We need to drill into our mission and create impact through purpose – to add value, improve and enrich lives.
How does this relate to you and your brand?
As an example, as a lawyer you may think you only supply legal advice, you don’t. Look at it from the problem you solve, start from your clients perspective and work backwards to you. You support and steer a person through a personal crisis such as a divorce, a custody battle, a breakdown of a business, a partnership fallout. You’re not delivering a product or service, you’re delivering a benefit. You’re creating impact!
A brand that truly defines its purpose, mission and value to a client/customer will not be selling anymore but will be attracting, connecting and converting.
If you’re keen to find your purpose and voice and relate it to your brand to reach a destination, then I am keen to hear your story.
Sarah Clemson