Have you toyed with different ideas for your business name? Of course you have. For one thing, it's a fun way of getting closer toward making your entrepreneurial dream a reality. Plus, the name you give your business will represent every product or service you offer. Not only that, but it will probably appear in a number of places: business cards, signs - even hats and T-shirts.
So get out a pen and a pad of paper to use as your naming notebook, and start writing down ideas for names. Be sure to ask friends and family what they think of your ideas. Be sure to put yourself in the shoes of your customers. What do you think will appeal to them? And as you go along, think about our guide to naming, which you'll find below.
The name you choose affects how other people will see your business, which is why some names will reveal themselves as being more appropriate than others. As you go through name possibilities, ask yourself these questions about the names you're considering:
Essentially, there are five different kinds of business names, each with advantages and disadvantages. No single kind of business name is better or worse than others, it just depends on how you want people to see your company.
There are three main disadvantages to these names. First, they may not be memorable. Secondly, they can sometimes be easily confused with other businesses. Thirdly, what happens if the owner of Jim's Tank Parts decides to expand into something unrelated to the original business concept - like interior design? If you decide to be descriptive, do so when you're pretty sure you're going to concentrate on one kind of business for a long time.
But like descriptive names, using geographic terms can be limiting for a business. Suppose Syracuse Zoo Cleaning Services opens up offices in nearby cities like Rochester, Utica, and Watertown. A customer flipping through the Yellow Pages in one of these cities can't be faulted for concluding that Syracuse Zoo Cleaning Services is too far away for consideration - even if the company has offices in these places.
Potential problems for these kinds of names? Some businesses forget that these names really need to suggest something appropriate - whether it is a service, product, or benefit. For example, a name like "Slow Burn" might work for a restaurant specializing in barbecued dishes, but probably wouldn't be appropriate for a store that sells stationery. Plus, with a less descriptive name, you'll need to think carefully about your tag line, such as in "Blue Sky Consultants-unlimited creativity for special events and corporate functions."
The problem with these names is the potential to end up with one that sounds goofy. Try to avoid names that sound strange or are just too obscure. Sure, you might know that Andhrímnir was the mythical chef for the Norse gods, but that doesn't mean this odd name is appropriate for your catering business.
Fill up several pages of your naming notebook, and remind yourself that every naming idea, no matter how silly, may lead to something great. So don't censor yourself. But do be sure to get honest feedback from friends and family. After all, you want to make sure your business name rings true with as many people as possible.
Finding and registering your business name is an essential first step in creating your own distinctive brand.
Many a new business owner has come up with what seemed to be a distinctive business name - only to find that it has been taken by another company. If this happens to you, don't be discouraged. In fact, take it as a positive sign that you're on the right track in thinking about something that will appeal to other people.
After you come up with a list of possible names for your new venture, make sure that you find an available business name. For one thing, you don't want anyone to confuse your business with another company. And you certainly want to avoid any situation where some big corporation decides that you're infringing on its name and then gives you a lot of legal grief.
Below you'll find a step-by-step guide to finding out whether a name is available - and how to register and reserve your business name.
To make sure your business is never confused with another company, conduct a thorough name and trademark search. To find out whether your proposed business name is available (or won't be confused with another business name), start with the alphabetical business listings in the White Pages. If the names you like aren't there, continue your search using:
As you do your research, keep in mind that even if a business in another state or county has the same name you want, it doesn't mean a particular name is off-limits. You may only need to make sure that a particular name isn't trademarked and doesn't represent a company offering the same things as your business.
And speaking of trademarks, that little ™ symbol often stands for something pretty big. Legally it can stand for a word, phrase, design, or symbol used to market a product or service-if the United States Patent and Trademark Office (USPTO) says so. Most states register trademarks for regional businesses through their secretary of state offices. Also, you should know that the ™ symbol means that a company claims ownership of a particular name, while an ® symbol means that the name has been registered and is definitely owned by someone else.
To search for registered trademarks, go to the USPTO's Trademark Electronic Business Center and click the "Where do I start?" link (conveniently labeled "START HERE!"). Not only will this allow you to discover if a name you like has been trademarked by someone else, but you'll also be able to see if you can trademark the name you'd like. But remember, the USPTO only gives trademarks to names that are memorable and are not common words and phrases.
If you plan on having a Web site for your business, then you'll want to have a domain name that will at least reflect part of the name of your new venture. Because people increasingly look online for businesses, what you discover on the Internet may help you narrow down your naming choices. Places to find this information include Network Solutions and Register.com. You may also want to consider going back to your earlier research to see if any of the business names you're considering are already used as Web site addresses. All of this also helps keep other businesses from horning in on what you plan to offer.
You're going to feel like celebrating once you find an available and appropriate name, because your business idea will have just taken an important first step toward becoming reality. In fact, if you plan to run a sole proprietorship or general partnership, you may already be there if your business name is the same as your own given name, as in "Henry Gorman, Balloon Artist.
If you plan on operating under a name that isn't the same as your own, you'll need to register a fictitious business name with your county clerk. And if you're starting a corporation, LLC, or limited partnership, your official business name will be automatically registered when you file your articles of incorporation, articles of organization, or statement of limited partnership with your state filing office "Incorporation and Filing DBA Papers."
You may also want to trademark your business name (and, later, the logos and other designs you use to represent your venture) in your state or on the federal level. This will put people on notice that your name is already taken and reduce the chance of someone muscling in on your territory by infringing on your name.
Naming a business will tap into your creativity and entrepreneurial vision-and lay the foundation for other things that make your business distinctive, like logos. It's a big step in starting your business. Because once your business has a name, you'll be on the path toward creating something people will recognize and trust.
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