Nursery World - Work Matters: Management Focus

Perhaps the hardest part of establishing a new nursery is coming up with a distinctive name, says Derek Hayes.

It's time to christen the nursery that Childcare Consultancy is helping Bethesda Ministries to set up. The contractors are cracking on and look likely to have the building watertight by Christmas, so we need to hurry up and decide on a name so we can come up with some stunning brand designs. Also, as our team is now working on a few other similar projects, references to 'the new nursery' are getting a little confusing.

So what should we suggest as a good name? Something friendly and child-centred - that's an owner's usual starting point. Hmm - to be honest, I think there are quite enough 'Happy Tots', 'Little Pixies' and 'Tiny Cherubs' in the sector. As a marketer, I'm not really a fan of these examples, as they are a little hackneyed and don't give you much to work with in terms of differentiating your setting or ethos.

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