A critical marketing decision: how do I name my business?

Posted: Oct 06, 2011
Author: WordJack Media

There’s no set blueprint for choosing a business name. A number of factors need to be considered. The obvious ones are the nature of your business, as well as your own unique style and taste. However, there are some general rules to guide you. A business name must be:

• memorable and distinctive
• easily pronounced and spelled
• indicate the services or products you sell
• distinguish you from your opposition

MAKE THE BUSINESS NAME MEMORABLE. A distinctive, creative name will entitle you to trademark protection, and your clients won’t forget it. Steer clear of boring, forgettable names like O’Connor Web Design; names that include a geographic location such as Lakeside Pet Foods; and those that blandly describe a service or product like The Appliance Repair & Sales Store. Remember, you want to stand out from your competitors.

THE NAME SHOULD BE APPEALING. Not only must it be easy to pronounce and spell, it should be pleasing on the ear and eye. Try to think of a catchy name that sounds good when repeated. Any associations or images that it evokes should relate to your customer base.

ANOTHER REASON TO AVOID A GEOGRAPHICAL NAME: Apart from being forgettable and difficult to obtain trademark protection, the name may no longer be appropriate if you expand your service area. For instance if you open San Antonio Fish & Aquariums, this will be a problem if you want to open another store in Los Angeles. Also, if you want to sell on the internet, think twice about choosing a business name with a geographic location.