The name of your business is essential to your ultimate success. The ultimate choice is as important to your image as a trustworthy face, a friendly smile, a steady gaze and a confident handshake.
Selecting the appropriate name before you build your business is time well spent.
Make a list of creative ideas for a great starting point. To gather the most possibilities, go wild and enjoy this brainstorming phase without evaluating each idea as it comes to mind. Then ask yourself questions about each of the favorites on your list to further guide your selective process.
Does it convey what you market in a unique way? Your business name captures the essence of what you provide either in words or in a unique name that you invent. Whether or not the name is found in the dictionary, the name can descriptively indicate the products and services you market.
Is it a memorable name? The best names are easy to remember, short and uncomplicated. Memorable names naturally attract more business than their hard-to-remember competitors. Unless you want to be remembered for misspelled words, proper spelling helps to avoid confusion.
Is its meaning clear or confusing? Select a name that will not be confused with another product or service unrelated to your particular business. Double meanings – unless both are what you market – are best avoided in a name. Keep it simple.
Will your name grow along with your business? Imagine the business name growing with you as your market expands and your services broaden. Predicting the future is not an exact science, but take into consideration your intentions and this will help guide you.
Is the name in use by another company or very similar to another name in use? Check databases of telephone companies, trademarks, trade names and Internet domain names to see if the name you choose is in use. If a name used in another locale is not a nationally registered trademark, you may still use it in your own local niche. If you have any doubts, it’s best to consult a qualified trademark attorney, especially if you also intend to trademark your business name.
If your name selection process is a good one, your business will be recognizable and brandable. Your success will be sweetened by the essence you capture in the name.
“What’s in a name?
That which we call a rose by any other name would smell as sweet.”
~ William Shakespeare
image by Lucia on Flickr
