There are two very important business decisions to be made when establishing a new daycare center. First, what will be its name? Second, how will that name be used in the marketing of the center? This article will give attention to the first question: What’s in a name?

A carefully chosen name, one that will quickly and accurately identify your business, is a necessity in today’s competitive world. Your name must clearly state who you are and quickly let the world know exactly what you do. Most importantly, it must set you apart from all of your competition.

 Remember that there are many businesses that cater to the services of young children. Some examples of these businesses might include pediatricians, health clinics, and children’s gym or art classes. You don't want people walking into your center looking for a doctor.

 Determine if it will be a better choice to use the term “childcare” or “daycare” in your name. In recent years, the term “childcare” has become more fashionable as it conjures up an image of well-regulated care that includes some type of developmental curriculum. On the other hand, the term “daycare” is often associated th “babysitting”. The term “daycare” can also be confused with a medical treatment center in the same way we use the term “Adult Daycare”.

 Consider the population you will be serving. If you are serving infants, why not say it in some way in your name? You might opt to use the term “Infant Care” if you provide care for very young children. If you are placing your enrollment emphasis on children ages three and above you might want to de-emphasize “Infant Care” because parents will be looking for a program that includes some type of preschool preparation. You center’s name selection needs to reflect who you are to your prospective parents.

 List all the names you might consider for your program. Interchange the terms: daycare, childcare, clubhouse, playschool, learning center, early childhood education center, and academy. Pay attention to the different nuances. Be alert to the legal requirements and restrictions licensing agencies may have in using certain terminology. For example, if you are trying to incorporate the term “school” or “academy” in your name, make sure your program meets the educational requirements to use those terms.

After you have selected a name, try it out on several people…parents if possible to get their reactions and feedback. Your ultimate goal is to select a name that will provide instant information and a good feeling about the center.