‘How it was named’ is a series where I explore the creation of brand names that have caught my interest. This edition features Kate Dufton of Ace Your Space

 

1] Tell us about Ace Your Space; what do you do?

 

I’m an accredited professional declutterer and organiser. I help busy professionals, particularly parents, reduce stress and gain back time by transforming their homes into beautiful, calm and functional spaces. I trained with Dilly Carter (of BBC’s Sort Your Life Out) and I am one her approved organisers.

 

2] And why do you do it?

 

Several reasons! Starting with needing organisation to function myself as a dyspraxic person. It became very apparent in the early days of the pandemic, with the children at home, that I needed additional structure and organisation in my physical environment to  help with my well being and improve my productivity working from home.

 

I realised I was good at it, loved it and could use those skills to help other people. Helping others is a key driver for me; it’s also really exciting to run a business I own — there’s so much strategy, planning and marketing that goes into it which gives me the opportunity to use the skills I have from my previous life in the corporate world.

 

3] What values inform your ‘why’?

 

Quality, integrity, flexibility, empathy and joy. The last one is particularly important. It brings me joy to declutter and organise and I get to create joy for other people: transforming their  personal spaces, so they can enjoy their lives to their fullest potential.

 

4] How did you end up with the name Ace Your Space? (did you work with an agency, undertake trademark searches and registration, indicative costs…)

 

We were assigned homework at the beginning of Dilly’s course to come up with a name, logo and start an instagram account. The deadline helped me manage  my procrastination. I came up with about 20 names and conducted a survey with my target audience to gauge the suitability of those names. ‘Did it feel like me?’ was a key consideration. 

 

I then researched social media accounts, local competitors, websites and even Companies House so I could avoid using a name already taken. Having an Intellectual Property firm conduct a proper trademark search wasn’t an option for me, expenses can add up very quickly in your early days as a business owner and it didn’t seem worth the effort ultimately, considering the size and scale of Ace Your Space.

 

5] What did you almost call it before deciding on ‘Ace Your Space’?

 

‘Conscious Space’ almost made the cut but Ace Your Space won in the survey I conducted. You can spell it, the proposition is clear. ‘Space Maker’ and ‘Space Creator’ were others on the list but they were in use.

 

6] How important is a business name according to you?

 

Very important. A memorable name helps you stand out. There were lots of similar sounding names I found when doing competitor research as well as lots already taken in the US which made it extremely difficult. I needed a flexible name, one based on my values, that was memorable and allowed me to grow the business in a different direction if/when needed.

 

7] What one thing do you wish people were aware of about your area of expertise/industry? 

 

What I do isn’t just for the wealthy. There’s a perception that professional decluttering and organising is only for the well-off. It absolutely isn’t the case, I offer a range of services and rates to accommodate people from all walks of life.

 

There are so many instances where people could benefit from services like mine. Blended families that have just moved in together, people who are newly single, those with chronic illnesses, disabilities, trauma and any number of situations that have necessitated putting the house, and ultimately their wellbeing, on the back-burner.

 

It’s about taking away the pressure, guilt and shame that comes with not having that instagrammable home, and doing the thinking needed behind the organising for people who don’t have that skill set or even the headspace to deal with it. 

 

 “What you’ve done is life-changing” is something that I hear often from clients. Clutter-free living is transformational and everyone should have access to it.

 

8] Question for funsies! Fill in the blank: Whatever you do, don’t _____ 

 

Don’t buy storage before you’ve decluttered.