With so many nursery chains named after animals, creepycrawlies, plants and trees, it really is a jungle out there.
Most owners admit that choosing a name for their nursery group was challenging - which is not surprising, as a name is the first aspect of the business that prospective parents will encounter.
Giles Thomas, managing partner of branding agency Branded, explains, 'All brand names are important, as their purpose is to communicate what a service offers. A name should explain a category, how (the settings) are different and who they are for.
'It is vital that the name of a nursery communicates what it is offering, and, along with a logo, endorses a setting.'
With this in mind, choosing a name that appeals to parents, is unique, memorable, will stand the test of time and reflects the ethos of the nursery is essential. Names such as Active Childcare and Hopscotch Children's Nurseries imply that a setting is play-based. Educational names suggest that the setting will focus on learning, whereas names inspired by animals, trees and plants could convey that the chain places an importance on the outdoors and the environment.
Reaching high
A common theme in the Nursery Chains directory is educational names that hint at early achievement.
This was the thinking behind nursery chain Just Learning. Founder Michael Fallon said he chose the name to emphasise that children attending the nursery would not only be looked after but educated.
'We wanted the setting to differentiate from play and focus on developing a child. This, of course, was before the Early Years Foundation Stage was even introduced,' says Mr Fallon.
Brand expert Mr Thomas explains, 'Parents who want their child to get on the educational ladder at an early age will be attracted to nurseries with names such as Bright Horizons, Little Einstein's and Just Learning, as they imply that children will succeed at the setting and be given the best start in life.'
A name reflective of the setting's ethos was a determining factor for Jennie Johnson, chief executive of Kids Allowed, who had a firm idea of the type of practice she would offer at the nursery before she had any real plans in place. 'The idea with the nursery was that children would have freedom and not feel restricted. Too often, children are told what they can't do; I wanted the name to say what they can do.
'At the time I was on a train journey and thinking of the no entry road sign when I just had a Eureka moment,' adds Ms Johnson.
Other nursery chain names are aspirational in a more conventional way, such as those named after trees, plants and nature. 'This is an obvious choice, as trees grow and flourish, are rooted, stable and provide shelter,' explains Mr Thomas. 'Nature names appeal to parents, as they represent goodness and strength. They also promote the message that a nursery is nurturing, and implies that there will be more focus on play.'
Such images were at the back of Zoe Raven's mind when she came up with the name of her nursery group, Acorn Childcare. 'Much like children, acorns need care and to be nurtured if they are to grow into big, strong trees,' says Ms Raven.
'A natural name that would emphasise the wide range of outdoor activities we offered for children was also important; however, when we opened the first nursery in the 1980s there wasn't a big focus on outdoor play, as there is now.'
Owners of chains with animal-inspired names said they had chosen them for much the same reasons.
'Settings named after animals communicate friendliness and warmth,' says Brand expert Giles Thomas. 'They are wide-reaching, appear unthreatening and suggest that a nursery will create an enjoyable environment for children.'
Mass appeal
The idea of a nursery as fun was the notion behind Sian Nisbett's Dizzy Ducks. 'I wanted parents to think of my nurseries as somewhere that children can enjoy themselves,' says Ms Nisbett. 'You can't answer the phone with "hello, Dizzy Ducks" in anything other than a cheerful voice. It's impossible to say the name without smiling - which comes over with parents and staff.'
Karen Laycock's priority for the name of her chain, Turtles Children's Nurseries, was for something 'different' that would appeal to children of all ages, having started the business with beforeand after-school clubs.
'At the time, there were a lot of nurseries with teddy names and we wanted something that would make us stand out. We started looking at clip art images on the computer and saw a picture of a turtle, which we thought was cute.'
Lewissa and Stratos Koulis took inspiration for their nursery name from a classic children's story, another popular theme in the Chains directory. 'Providing children with an adventure through learning was the thinking behind the nursery, and the tale of Pinocchio reflects this,' explains director Ms Koulis.
But why are literary names so popular? Brand expert Mr Thomas says, 'Nurseries named after children's books and stories appear trustworthy and create nostalgia. Parents will feel safe in choosing a nursery named after a book they used to read and valued when young.'
Nurseries with cute and cuddly names also appeal to parents' soft side. As well as the more obvious connotations, names such as Angels at Play, Tiny Toez and Cherubs are attractively whimsical and imply that the nursery and its staff are reassuringly caring and empathetic.
Susan Mills, managing director of Cherubs Day Nurseries, believes that the name of her company inspires confidence in parents. 'It's important that the name of a nursery generates a positive image,' she says. 'The name Cherubs was something we believed in from the start, as it says we are friendly and sweet.'
And what about the more impersonal names? A quarter of nurseries in this year's directory are named after their owner, a company brand or the area in which they are based, with Asquith, Casterbridge, Bertram and CFBT Education Trust listed in the top 25.
Ann McEwan, director of ABC Nurseries, explains that they chose to name the group, which she started as a childminding business, quite simply after herself - Ann's Baby Care. As well as having a straightforward name that proved to be memorable, being at the top of alphabetical lists and the telephone directory meant they had to do little in the way of marketing, she adds.
Recognition has also never been a problem for Brooklands Childcare. Director Linda Rawlins says that despite naming the chain after a feature at the first nursery, they have built up a good reputation and are well-established in the Wigan area.
'Parents and staff just accept the name,' she explains. 'I think a logo is more important than a name, as people are more likely to remember it.'
Branding expert Mr Thomas adds, 'Nurseries with individual names or named after a street or place work really well, as parents often search for daycare in a particular area. They also have a real community feel to them, which can prove to be popular.'
But although a nursery chain's name may be important, most owners agree that the success of a group is down to what happens inside, proving that the saying 'Don't judge a book by its cover' applies even in childcare.
SIX KINDS OF NURSERY NAME
Educational
Alphabet House Nurseries
Flying Start
Just Learning
Little Einstein's
Kids corner
Happy Kidz
Kids Allowed
Kids Inc Nurseries
Kids 1st Day Nurseries
Nature
Acorn Childcare
Daisy Chain Childcare
Treetops Nurseries
Grasshoppers Day Nurseries
Animals
Buffer Bear
Busy Bees
Dizzy Ducks Day Nurseries
Giraffe Childcare and Early Learning Centres
Literary
Christopher Robin Day Nurseries
Hungry Caterpillar Day Nurseries
Once Upon a Time Day Nurseries
Magic Roundabout Nurseries
Cute and cuddly
Angels at Play
Bambinos
Tiny Toez
Rascals Day Nurseries
