| A rose by any other name may still be a rose, but | | | | someone is trying to search for your company on the |
| what you name your business will affect how the | | | | Internet or in the yellow pages. Tricky spellings are |
| market perceives you. A business name that may | | | | hard to look up online or in the phone book. This goes |
| seem catchy or cute can often translate into | | | | especially for those companies that are looking for top |
| something misleading or ineffective. Because the name | | | | placement in directories. Never put "AAA" or any kind |
| of your business is the first interaction a prospective | | | | of "A" in your name. We've all seen this at the very |
| customer has with your business, if they don't | | | | front of the phone book. Companies naming |
| understand what you sell, it could lead to lost income. | | | | themselves "AAA Taxis" is good for top listing, but |
| Here are some ideas to keep in mind to help you | | | | terrible for customers to remember. One last thing: |
| avoid that first misleading or even unpleasant | | | | Keep it short. |
| impression. | | | | Name yourself for growth. That unique selling position |
| Don't just make up a name. Creativity in business | | | | that you have honed down to a very specific market |
| names is a good thing if not taken too far. Don't | | | | and product may not make a very good business |
| butcher the English language to the point where your | | | | name. For example, the name "Joe's Music Store" |
| business name has little or no reflection of what your | | | | would limit your business. Someday, you might want to |
| business does. Sure, companies such as Cingular or | | | | add videos and ebooks to your product line. "Joe's |
| Amazon have names that don't match their product or | | | | Entertainment Outlet" might be a better name to start |
| service. But they have the marketing clout to create | | | | with. So make sure that your business's name is |
| name recognition. As a small company, unless you are | | | | sufficiently broad enough to encompass whatever |
| related to Bill Gates in some way, your marketing | | | | direction your business may take. Also, stay away |
| budget for unique brand recognition will most certainly | | | | from trendy names. Though tie-dye T-shirts may be |
| come up short. Don't make potential customers see | | | | making a comeback, it would be better to name your |
| your name and ask, "What in the world does that | | | | T-shirt store "Al's T-Shirts" than "Al's Groovy Sixties |
| mean?" | | | | T-shirts." |
| Don't get cute. Avoid puns or phrases for your | | | | Make sure your name is available. The best place to |
| business name. This is especially important to avoid if | | | | find out is at your State Corporation Commission. Find |
| you want to project a highly professional image. "The | | | | the department or agency that handles trade names |
| Shady Lady" may work for a lampshade company | | | | and do a search on the business name you want to |
| but it would definitely draw concern if you were a | | | | see whether it's available. Also, check the Internet. Do |
| financial advisor. Also, consider the spelling of your | | | | a search on Yahoo or Google using the name you |
| name. Is it easy to spell? Why? It helps when | | | | chose and see what search results come up. |