Naming your business or organization is fun, but it is often
a lot harder than it seems. A business
owner must be mindful of trademarks and other legal issues when choosing a
name. But let’s start with the fun part! Here are some steps to follow:
1.
Write down all of the words you can think of to
describe your product(s) and service(s), as well as the business traits and
skills of each business partner.
2.
Think about the message you want to send with
your business name. Do you want to be
cute? Offbeat? Professional? Caring?
3.
Start sifting through all of those words to see
if anything pops out as a potential name.
Write down as many potential business names as you can put together.
4.
Start researching your favorites. Find out if anyone else is using the name. There are some gray areas with using the same
name if the other business is completely different than yours or if your
markets are very different. You may wish
to consult an attorney to be sure your business name is legal.
5.
Consider how the name would work as a domain
name, and search to see if potential domain names are available.
6.
Once you have landed on a favorite or two, run
them by trusted friends and colleagues to get their feedback. After hearing their reactions, you may want
to return to the drawing board, but this is an important exercise. Repeat these steps as necessary until you get
it right.
Some other considerations:
1.
Think down the road – if your business grows or
changes, will your name still fit?
2.
If you are selling your products and services
nationally or even globally, does it make sense to refer to something local in
your name?
3.
Small businesses often do better with names that
describe the business, product, or service rather than an elaborate name. That’s not to say you can’t be creative, just
make sure people at least have an idea of what your business is about when they
see your business name.
What’s in your name?
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Kim Luedke is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff.
Kim Luedke is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff.
