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Effective Strategies for Naming Your Business
Wednesday, September 26th, 2007
The word or words you choose for the name of your business can sometimes make or break a company. Many times, when choosing a store, business or product a customer only has a company name to help them decide which one to pick. Most likely, you’ve been in that situation yourself. It’s doubtful you would choose Candy’s Law Services or Grampa Joe’s Spa, if given other choices.
Ideally, your name should be simple, distinctive and reflect your business image. For instance, if you are a high-end clothing store your name should be able to convey that upscale image. Your business name is what potential customers will be basing their first impression on. If the name turns them off, they may decide to take their business elsewhere.
Should you do the naming yourself?
If you’re on a tight budget, then yes. Just be sure to 1) get feedback from potential customers and 2) check to make sure you are not infringing on an existing trademark name. Now, if you have some extra money for business start-up costs, then hiring a professional naming company is typically money well spent. Naming consultants use time-tested, proven strategies for coming up with the perfect name for your company. However, naming companies don’t come cheap so be prepared to spend upwards of $1,000. The upside is you’ll come away knowing your name was thoroughly researched, tested and developed - giving you piece of mind.
Tips for choosing the best name for your business
Reinforce your company’s impression - Whether that’s upscale, bargain, friendly, intelligent, funny or comforting, your name should convey that image to the customer.
Make your name memorable - A distinctive name will not only allow for high-level trademark protection, but it will also help stand out to customers. Typical (and forgettable) names are those with person’s names (Janet’s Hair Supply or Mackenzie’s Auto Parts), geographic terms (Eastend Pet Supply) and overly descriptive names (Leather Shoe Repair). Remember, the goal is to separate yourself from the competition.
Keep your name simple - Creative is good, crazy is bad. Too many words, combinations of letters and numbers and words that are hard to spell or pronounce are all common mistakes made when naming a business. Your name should be easy to remember and pleasing to both the ear and the eye; something customers can easily remember and repeat.
Avoid silly or trendy names - Unless your business is a joke, then your name shouldn’t be. What’s funny today will inevitably become annoying and stale a year from now. Anything cutesy like Wreck-O-Mend or trendy like Records Palooza might seem clever at the time, but they will eventually turn run their course, leaving customers to question the quality of your business.
How to check if your name is already taken
Search engines - By entering your proposed business name on Google, you can quickly do a search for the business name you want to use and see if anyone is using it. However, it’s important not to end your search there if you come up empty, you’ll need to do a more thorough search-see below.
State trademark registers - A great place to look if you are a local business. By checking your state’s trademark registers, you can see if a business in your state is using a particular trademarked name. Just go to the secretary of state website and you should find a link to the trademark registers there.
Federal government website - Here you can check the corporate, LLC, or partnership name or service or trademark for the business name you want to use and to see if it’s already in use by any other company. The United States Patent and Trademark Office has a free online service called TESS (Trademark Electronic Search System).
Professional trademark search - If you would prefer to hand the trademark search over to a professional, there are a plenty of companies that will do a thorough search for you, such as Legalzoom.com and Name Protect .
Choosing a business name may not be rocket science, but it takes a lot of thought, research, brainstorming and outsider feedback to come up with the right name. It shouldn’t be taken lightly or decided in just a couple of hours. Your company name is the first thing your potential customers will see or hear and, therefore, it is an important way to distinguish your company from the rest.
Tags: Carrie Hinkel, legalzoom.com, name protect, naming your business, Starting a Business, Trademark Electronic Search System
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