Tips on Naming a Business
- If you've settled upon a certain name, check that it's legally available on both the state and federal level. Although the name may seem unique to you, it may already be registered by someone else. Business.gov recommends asking your county clerk to check for your proposed business name in the county and state trademark database, as well as searching the U.S. Patent and Trademark Office's online database.
- Avoid incorporating your region, state or city in your company name. This can become a problem when your business grows, as customers will mentally limit your company and services to that specific region, even if you've grown beyond it.
- Don't forget to think about how your business name sounds. Choose a name that is easy to pronounce. Exercise caution if you're considering a name with creative spelling or foreign words. A name that is difficult to pronounce and hard to remember does nothing for your business.
- Be creative and think beyond the product or service you sell. In fact, it can be helpful to use a word that has absolutely nothing to do with any single product or service. This allows your company to grow and change as needed without worrying about outliving the business name. "Entrepreneur" magazine names Amazon as a prime example; the name has nothing to do with books -- its original product -- let alone the household goods, electronics and other merchandise that the company has begun selling since it was founded.
- A straightforward, descriptive word that encompasses your company can give your business a very clear branding name. Unfortunately, the more simple and descriptive your name, the easier it is for competitors to copy it.
- Your business name won't just appear on your business card. It may also appear on signs, clothing, buildings and billboards. Make sure the name you pick will look well in all these contexts. For example, a multi-word business name may look fine on a business card, but may appear unwieldy on the side of a building.