What's In a Name?

Everything. Naming a business is one of the most crucial decisions you will have to make. The name is more than just signage and a business card. It tells who you are, what you do, and differentiates you from your competitors. Your business name becomes your business identity, and you want to be sure that your business is presented accurately and without too much effort.

An article written by Phil Davis on Entrepreneur.com details how important an effective name is to a business. “Naming a business is a lot like laying the cornerstone of a building. Once it's in place, the entire foundation and structure is aligned to that original stone. If it's off, even just a bit, the rest of the building is off, and the misalignment becomes amplified. So if you have that gnawing sense that choosing a name for your new business is vitally important, you're right.” (http://www.entrepreneur.com/startingabusiness/startupbasics/namingyourbusiness/article76958.html)
Expert opinions bounce between abstract names and immediate descriptive names. Abstract names have worked amazingly well for companies like Monster.com and Yahoo. But at the same time, their marketing and branding campaigns helped gain them name recognition. Some prefer that the consumer be able to instantly recognize what it is that your business does by its name. It is all a matter of personal preference and what you want to be able to build your business identity and brand around. In an article written on April 28, 2011 for Businesszoom.com, Kevin Grames outlines the five helpful tips below for choosing a name.
(http://biznesszoom.com/is-your-business-name-important/ )

• The name should appeal to you and your potential customers. Remember it is more important that you attract business then it is that you think your name is cool.
• Your business name should be comforting to customers. Most consumers do business based on an emotional attachment. If you tap into these emotions your business may grow quickly.
• Stay away from long and confusing names. They can be hard to remember and pronounce and consumers tend to shy away from them.
• Do not use names that only you understand or know the meaning behind them. They only tend to confuse customers and do not normally convey what your business is about.
• Finally do not use “Inc” after your name if you are not actually incorporated.

Don’t be afraid to enlist help from employees, friends, family and even clients. There are many companies that also provide professional assistance in coming up with business names and branding strategies. Having three to five back-up choices is also a good plan. Be sure to check with the secretary of state’s website to ensure that your desired business name is not already in use; you do not want to get caught up in trademark infringement. Another important aspect of a name to consider is the domain name. Company websites are an essential part of business today. Don’t be afraid to be witty and creative! But do remember to write it down, spell it out, and make sure that it cannot be confused with something else. While we all want our company name to be known, we don’t want it known because it was sexually suggestive or sounded like a curse word when spoken too fast.


Submitted by Angela Brincefield...........................................................We encourage your comments. Be sure to read the Bloggers' Guidelines posted in the footer of this blog. Especially see item 6 regarding anonymous accounts & postings. Thanks for joining the discussion!