How to Choose the Perfect Business Name
Choosing the perfect business name can be one of the most challenging aspects of starting your new company, but it doesn’t have to be too hard if you follow these basic rules for naming your startup.
Think About What You Want
Before you start throwing around name ideas, make sure you have a firm grasp on what your company is all about. You want your name to reflect everything that your business stands for, so it’s crucial that you are able to define what that is. Are you going after one particular market or are you more of a generalist? Do you specialize in health care or finance? Take some time to work through these issues before hitting up Google for ideas. Otherwise, you may be unable to choose from among all of your possible options!
Think About What You Don't Want
First things first—what don’t you want your business name to be? There are a few aspects of your business you’ll want to keep in mind before jumping headfirst into brainstorming. Think about what kind of brand message you’re trying to send, who your target audience is, and how much do you want people searching for your company online. All these factors will help shape how quickly or easily customers can find and identify with your brand. Now that you have an idea of what not to name your company, it’s time to think up some good names!
Keep it Short
A short name can make your business seem friendlier, easier to pronounce, and more memorable. However, you might find that it’s difficult to come up with an appropriate moniker when you have a limited number of letters at your disposal. Try replacing vowels or consonants with similar-sounding vowel or consonant combinations—like dropping M from Marine-Lombard to end up with MarineLombard—and see what you get. See if there are any other words that fit your acronym. Think about synonyms and word associations like starting, providing, or stopping. Get creative!
Use Common Words
Stick with common words. You’ll have a tough time registering your name if it’s too long or difficult to spell. Also be sure that your domain name is available before you choose a name for your business (and vice versa). So make sure you check for both common words and top-level domains that are available before choosing any names for either your business or your website. Who wants to end up with a brick wall like Groupon instead of something catchy, like RedTagCoupons? Who wants to end up in court fighting over your company’s domain? No one! Investing some time in these preliminary research efforts will save you from wasting money on legal fees down the road.
Avoid Clichés
Choosing a name that is already in use is always a risk, but if you can find an unused name that is not too cutesy and that actually reflects your brand’s vision, go for it. Clichés like Inc., Limited, and Corp. have been used hundreds of times before and may be confusing or off-putting for consumers. Other trademarksed names might also be a bad idea, especially if they are well known; as you design your logo and branding materials around your business name, you don’t want to end up looking (or sounding) like another company completely.
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