Naming a Business - Six Things to Consider Before You Commit Yourself
Flexibility
The business you start now may not be the business you have later on. My business, J. Hammock & Associates, started out as a resume writing and distribution service. That was a long time ago. (circa 1990) But my company name hasn't changed, and my email address hasn't changed. There have been occasions where I've needed to run a business through another name, and then I've registered an "assumed business name" which is kind of like an alias. For example, 35North and Nippon Enterprises are assumed business names for J. Hammock & Associates. (Now J. Hammock & Associates, LLC)
I recommend picking a business name you can keep for the long haul. You can always register an assumed business name for future projects.
Picking a name that is flexible puts you in good company. Consider Xerox and Kodak. They don't identify their industry, other than they are household words. Consider also 3M, makers of Scotch Tape. 3M stands for Minnesota Mining and Manufacturing Company. They don't do much mining these days, but their name still refers to their mining background.
Of course, if you're starting a business such as a restaurant, you may not need this flexibility. You may start off with a name that clearly and very specifically tells people what you sell.
Unique in State
You'll need to search your state's Secretary of State web site to make sure the name you're considering isn't already taken.
Trademark
Be sure to search the US Patent and Trademark web site to make sure you're business name isn't a registered trademark. I've known companies that have been forced to change their name because they unknowingly used a trademarked name.
Visit the US Patent and Trademark Office web site.
Then click on Search Marks > New User form Search (Basic) > Type name in "Search Term:" > Click on "Submit Query."
If a name identical to yours appears, see if it's "Live" or "Dead." If Live, you might consider another name.
Domain Names
This is important! When you pick a name, you have to consider a few other things. For example, there was a restaurant in Bingen, WA called Gorge Grill. After they started their business, they found that gorgegrill already taken. It's a good idea to look at the big picture before finalizing your name decision.
Social Networking
Be sure to check if someone's using your name in Facebook or Twitter. Try to check name availability with all the major social networking sites.
Connotations
Do some informal research and ask people what comes to mind when they hear your company name. Be sure not to ask leading questions. Better to ask, "What's the first thing that comes to mind when you hear [company name]?" Instead of asking, "Do you think [company name] is a good name for a business?" You definitely need to test prospective names. Testing is a good habit to get into. Test your business name, ads, domain name, headlines, ad copy, web site copy to make sure what people are understanding is what you want them to. It's not important that you say what you want to say. It's important that people understand what you want them to understand. There's a huge difference.
Selling
A well picked name can sell for you. For example, if you're going out to eat and you know nothing more then the name of two restaurants, which sound more appealing, "Michael's Grill & Brewpub" or "Sophie's?" One name clearly communicates what they offer. The other name leaves you clueless.
Here's your checklist:
Is the name flexible? (if appropriate) Is the name available according to your state Secretary of State? Is the name trademarked? Is the logical domain name taken? Is the name taken with social networking sites? Does your name mean to others what you think it means? Are there any unintended connotations that might work against you? Does your name sell your business?
More reading
This article is an excerpt from a chapter in the online course: