What's in a Name?

One of the most frequent questions I receive about my business is in regards to its name. I often hear: “Water & White - huh?” Now, you may be thinking that surely a challenging business name is bad for branding, right? Marketing is really all about creating opportunities for a brand to engage people. Well, every time I am asked to repeat my company’s name or receive a quizzical look in return, I am presented with an opportunity to tell my story.

From a brand perspective, I’m a firm believer in the importance of authenticity. I’d initially had this name reserved for another business. However, as I was contemplating the best name for my marketing consultancy, I knew I wanted it to have some personal meaning. At the time, I was debating the best path forward for my career - working for another agency, going back in-house or maybe a start-up. I wasn’t fulfilled in the work I was doing. I found myself at a major crossroad in my career; a crossroad that lead me to decision to start my own venture. What better name for it than the actual crossroad at which I was living - Water & Whitehall?

And, here we are! Let’s not forget, I have the added bonus of thinking of my business every time I take a cab home and tell the driver my cross-streets - ha!