Cautious Creativity

• Make your new business name memorable by keeping it short and a bit unconventional. A nonsensical but catchy name carries no preconceived ideas. Examples of this are Yahoo! and Starbucks. However, if members of the public can't pronounce it, or if the spelling doesn't make sense, you will lose the attention of your target market. You can use your own name or a variation of it, a play on your geographical location or an accurately descriptive title of what you offer. The use of alliteration, where several words start with the same sound, helps your business name roll right off the tongue. Hank's Hobby Store is an example.
  
  

Growth Factor

• Name your new business for what it is now and what it can become in the future. You may not be thinking about it now, but if you're successful you may expand to offer more products or services, or you may open in other markets across the country and the world. In addition, you can gain or lose a partner. Therefore, if you are using a specific geographical name, such as Los Angeles Flowers, consider something more universal. Alternatively, if your business is called Jewelry Designs and one day you expand into apparel, your name will become obsolete.
  
  

Branding

• Branding your business name in the minds of consumers is one of the most valuable assets to a company. For example, tissues are universally known by the brand name of Kleenex, regardless of the manufacturer. This type of product marketing and public relations can take time, money and effort. However, if you have a catchy name, you're one step ahead. Consider what you want people to think when they say or hear your business name now and in the future. Think of the play of words associated with your company name and decide if thoughts related to it are positive or negative. Much effort will be spent publicizing your business. Before you choose a name, check if the domain name is available on the Internet, if applicable, and contact your local licensing and fictitious name office to ensure that it isn't in use. Also, perform an Internet search to see if anyone else in the country has given their business the same name.
  
  

Logo

• Ideal recognition is when customers know what your logo represents without your business name, such as the Nike swoosh. Therefore, along with the official company title, you may want an official company logo or image. Consider if the name you use translates well into a simple yet memorable logo to help in branding and expanding your line of products or services. Don't add too many details or colors, and make sure it works regardless of size. You may be placing it on items as large as billboards and as small as stationery.