If you spend any time in my world, you'll eventually see a logo or notation for my LLC, Wheat Germ. When I'm not holding down a full-time job (right now I teach speech for a tech & community college in SC), I do a lot of consulting under the Wheat Germ umbrella. It also serves as my publisher when I self-publish books, and for all the accounting and legal stuff associated with my many independent ventures.
Wondering why I chose the name "Wheat Germ"? More than a decade ago, when I first formed an LLC, I cleared an entire evening to hang out with my six-foot whiteboard, some snacks, and a Bailey's & coffee. My sole goal was to decide how I wanted folks to think about me and my brand, about what I wanted to help people do, and what I could name my business baby as a result.
My first thought was that I wanted it to feel organic, natural, and genuine. My second was that my primary purpose was to help people think and see things differently. I wanted to create plans and share ideas that were good for the heart, soul, and mind. I wanted to feed people brain food.
The minute I wrote "brain food" on the board, I remembered how, when I was a little kid, my Aunt Connie would make us peanut butter, banana, and wheat germ sandwiches in the evening. Now, I eventually learned that this particular combination of nutrients is basically a natural knock-out drug that ensures deep sleep (and a peaceful night for the grown-ups). But she'd always say about the wheat germ, "It's brain food, sweetie. It'll give you good thoughts and dreams."
And so, the perfect name dropped into my head about ten minutes into my big pondering session. I sent my graphic designer, who is both brilliant and knows me very well, the following text: "Wheat Germ. Purple but not PURPLE." She texted back "got it!" and that was that. I went to watch Murder She Wrote reruns with my barely-touched refreshments and a couple of days later I had a logo, a brand, and a mission.
A decade later, it all still fits!
