Regardless of your type of business, give it a name which doesn't clearly describe it, confuses customers who just don't "get it", or agitates them because they can't pronounce it, and chances are you've given your business a bad name.

And yes, while you have your choice of a gazillion names, and could also make one up - like Yahoo and Google did - it took years, and millions of dollars to impress those two names on the public. Of course, if you have the money to brand your name into customer's minds, go for it. But most startups don't.

When customers look for a place to take their business, a gift shop to find something special for a friend - regardless of what they're looking for - it's unlikely they'll waste time calling, if your advertising fails to clearly tell them who you are and what you're selling. And please. Don't hold your breath thinking they'll get in the car and drive over to discover who you are. Unless, of course, you're within minutes of where they live or work.

Years ago, when I was just starting out, I gave my first two businesses a bad name. While the name was a lovely sounding one, customers were always confused. Many disappointed, when arriving, only to discover my business did not sell what the name implied. And I can recount to you hundreds of businesses who've done the same. And either wound up failing, or changing their name. As I did.

Bottom line: Businesses with names giving simple, direct, descriptions of products and services offered, are more likely to bring in new customers, regularly. With cash to buy.

4 things to remember when choosing a business name:

1) It should clearly describe your business. It should be pronounceable. And memorable. When you make up names, which only mean something to you, along the way that name gets lost in translation. Unpronouncable names simply agitate people.

2, Get creative but stop at the point where your name simply confuses people and drives them away. If someone says the words HP Printers, you know from experience the HP stands for Hewlett-Packard. However, name your business HP's and what does it mean? What's HP stand for? It's one thing when customers know who you are and shorten your name. It's another when you're starting out and aren't well known. Then customer's can't even guess who you are or what you do. Bottom line: that's not good for business.

3. You can "have your cake and eat it too" with a name which is creative yet utilitarian. Here are some great, yet utilitarian, popular names: Harley-Davidson Motorcycles; Nike Athletic Shoes, Swingline Staplers, Scoop-a-Way Cat Litter. Plus, even when people call them only by their proper name - Harley, Nike, Swingline - most people still know exactly who they are. But remember, they established themselves, first, with their whole name.

3. Check with your state or local government to discover whether the name you've chosen is available. Also, check out whether it's trademarked. In the U.S. contact the U.S. Patent and Trademark Office at www.uspto.gov

Choosing a name:

Brainstorm with friends and others to get a variety of different names. With others helping, you'll easily discover names you never considered. Pull out the dictionary and Thesaurus and experiment with different combinations. Go online and browse for companies which help you develop a name. Or search for companies selling names.

If brainstorming and you like a portion of a suggested name, mix and match that portion with others you like. For instance, someone mentions "The Launderette Lady", another "Jessie's Launderette. Mix and match and you have "Jessie The Launderette Lady"

Names which include what you actually do or sell are more easily remembered. For instance, "Gloria's for Inspired Gardening", Marcella's Vintage Antiques; Mad Hatter Gifts, Running for Health Network. All interesting, yet memorable, names.

Serious names inspire trust. For example: Guaranteed Life Insurance, Time Share Vacations, Your First Mortgage Specialists.

Don't be too creative or too cutting edge. Not everyone is on your creative thought level. To some, the name will make no sense at all. And instead of I've-got-cash-and-I'm-ready-to-shop customers, people will come in - in droves - just to ask what the heck your name means. It's human nature for people to want to know what something means, and ask. Don't put yourself in the position of having to field those types of questions from people who don't plan to buy from you, ignoring customers who do.

Here's a short test to show you what I mean about names which are too creative:

- Can you guess what these actual businesses sell: Toads, Lemon Bandits, Brass Fan, Pet Your Dog? If you guessed Toads-restaurant; Lemon Bandits-jewelry; Brass Fan-selling saunas and spas; Pet Your Dog-a gift shop with no gifts or items for dogs or pets, you're a whole lot smarter than most. Be creative, but sensible.

- Start out with a dozen names. Whittle it down to six, then three. Read each name aloud to see how it sounds. Try them out on family and friends, prospective customers. Get their input. The one you finally choose should quickly resonate and be understood when others read, see or hear it.

- Have someone stencil your final two favorite names on paper and see how it might look on a sign. Or, type it into your computer to you see how your website will look. Then print it out. Is this how you expected it to look?

- If you're starting an Internet business, get online and search for 'domain names'. There are hundreds of companies selling them. Costing anywhere from a few dollars to thousands. Search these sites to see whether the name you have chosen is available. If it is apply for it. If you can afford it, buy several names. So when you branch out, you have the names you need.

Know the regulations regarding the use of a "fictitious name":

In the U.S., check with your Secretary of State whether the name you've chosen (technically called a "fictitious name") is available. Or, in your country check with the government division which oversees businesses.

In the U.S., if a fictitious name's available, ask the Secretary of State's office to send you the proper paperwork to register it. Sign and return the paperwork, along with any registration fees. When the name you've chosen includes your own name, in many U.S. States registration isn't required. For instance, you are Jan Smith's Pools. On the other hand, if you develop a name, you must register it as a "fictitious name". Your "Green Onion Cafe" will formally be registered as: "Jan Smith DBA Green Onion Cafe (DBA = Doing Business As).

Jean L. Serio Copyright 2007. Are you one of the 1.2 million women tired of working the 9-5 grind, sick of worrying about making ends meet? As you know, starting your own business still remains one of the best strategies for providing you financial freedom. Discover how to start your own business today, with your own simple, step-by-step Action Plan. To ensure you receive all the details FREE, and learn how you can harness the power of other successful women plus receive hundreds of must-have resources you need to start, first sign up for your Free Newsletter "Start Up a Business Today" Go to www.womensmarketingandbusinessnetwork.com

"We help you make it happen!"

Return to: Article Index