When I had to start from scratch and build a new pest control brand, I knew I couldn’t afford to get the name wrong. I’d been through the usual naming mistakes already — naming it after myself, using generic terms, and not thinking ahead to things like brand positioning or selling the business.

Here’s how I landed on Pest Badger, why it works, and how you should think about naming (or renaming) your pest control company — whether you’re just starting out or already doing seven figures.

How I Came Up with the Name Pest Badger

Originally, I started in lawn care and did what most people do — I named it after myself: Olson’s Lawn Care. Eventually, I shifted into Olson’s Lawnscape, then Olson’s Lawn & Pest once we started doing some pest control.

But when I sold that company, I got the opportunity to start fresh. I had learned a lot more about branding and marketing by then, and I knew I wanted to do it differently.

So this time, I wanted a name that:

• Included what we do (like “pest” or “lawn” or “turf”)

• Had a character or mascot I could build the brand around

• Connected to the region I was in (Wisconsin at the time)

That’s where the “Badger” came in — it’s Wisconsin’s state animal, and people associate it with strength and local pride. From there, “Pest Badger” was born. And now, people instantly recognize our brand.

Why I Avoided Using My Last Name Again

Using your last name might seem like the easiest route, but I wouldn’t recommend it, especially if you ever plan to sell.

When your name is baked into the brand, it becomes a hurdle in the sale process. Buyers often have to rebrand anyway, which puts your customers at risk. Plus, if you're trying to build something bigger than yourself, you want people to associate your company with the solution, not you personally.

I didn’t want the brand built around Jonas anymore — I wanted it built around Buggy the Badger.

Be Clear About What You Do

One of my biggest rules for naming a pest control company is this: make sure people know what you do from the name and the logo alone.

If someone sees your logo and your company name, they shouldn’t need to guess. That’s why Buggy the Badger — our mascot — is holding a fogger and stepping on a cockroach. It’s immediately obvious: this is a pest control company.

The name Pest Badger tells the story in two words. You know we deal with pests, and the Badger makes it memorable and unique.

Don’t Undersell Yourself in the Name

One huge mistake I see is naming your company something like:

• Budget Pest Control

• Affordable Exterminators

• Discount Pest Services

When you do that, you lock yourself into the low-cost market. If you ever want to raise your prices or position yourself as a premium brand, it’s going to be a struggle, because you told everyone from the start that you were the cheap option.

Your name is positioning. Make sure it matches the type of company you want to build.

What If You Already Have a Company?

If you’re already up and running, it can be painful to rebrand — I get it. But I’ll say this: it’s never going to be cheaper or easier than it is right now.

Whether you’ve got one truck or 10, the longer you wait, the more costly the rebrand becomes. I’d encourage anyone who’s considering a name change to do it sooner rather than later.

Just make sure you’re doing it with clarity. Don’t switch to something generic like “XYZ Services” or “Olson Services.” Those don’t tell anyone what you do. Even if you have a bug in the logo, they’ll still wonder if you also mow lawns or clean gutters.

Naming for SEO: Yes, It Matters

There’s one more thing to consider — and that’s SEO.

Having “Pest,” “Pest Control,” or “Pest Solutions” in your name can give you a leg up in Google searches, especially for local rankings. It helps reinforce to both users and search engines what you do.

That’s not the main reason to choose a name, but it’s definitely a bonus if your name checks that box too.

Final Thoughts

Whether you’re just starting your pest control company or thinking about rebranding an existing one, naming is a huge part of your long-term success.

Get clear. Be memorable. Show people exactly what you do — and do it in a way that positions you where you want to be in the market.

If I had to do it all over again, I’d name it Pest Badger every single time.