What's In A Business Name and How To Choose One


Creating a brand identity involves many elements of design, voice and marketing. I would say the most important element besides your logo which is basically the face of your business is your business name.

Your business name is the first thing people will come across when first learning about what you do and who you are. A business name can have a story behind it or tell exactly what you do. People should be able to pronounce your business name and it well. The name of your business should be able to speak for itself. A strong intriguing name will definitely bring in the clients because they will be interested in what you have to offer to them.

Here are a three ways to choose a business name.

1. Brainstorm words that describe your business, product or service and write them down. This will help you come up with ideas, the more options you have the better.

2. Once you have an idea of what it might be, examine it out in context. Does it look right on paper (is it too many letters), say it out loud in a sentence. Ask someone else to communicate it to you, do they say it easily or do they get tongue tied? By doing this, you will see how it sound and feel when promoting/marketing your business.

3. Research the name. This is such a BIGGIE! You will be amazed that your name you thought long and hard on is already taken. This is has happened to me several times in my entrepreneurial career and I've had to go back to the drawing board and think of something else.

The best way to research the proposed name is to google it and conduct a name search with your county clerk's office to make sure no one is using your proposed business name in the city where you live. After you do those things us the U.S. Patent and Trademark offices trademark search tool to see if a similar name or variations of it is trademarked. You don't want to have a business name that is very similar to your competitors name. Then you will look like an imposter copycat which is not cool.

Check for email and URL availability as well. You don't want to have a registered business name and then can't get a domain name or email address with your proposed name that would really suck because your social media handles, email addresses and domain names should all be your business name.

Once you do all of the things listed above you are good to go get your name registered and Trademarked if you would like as well as choose a business entity such as LLC or corporation.