Naming Your Business

Naming a business is something you should do with care. There are some non-obvious considerations that can backfire on you if you neglect them. In fact, the name of your business is perhaps one of the most important steps you will take, as it can be difficult to change your business name without incurring significant cost. These considerations include flexibility, statewide availability, nationwide availability, domain name availability, unintended connotations, and selling.

Flexibility

The business you start now may not be the business you have later on. 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.

Search your state Secretary of State web site to see if your business name is already being used.

Select your state in the following drop down menu to go to the business name search page for your state.

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.

US Patent and Trademark Office: trademark search site

Then click on 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 www.gorgegrill.com was already taken. It's a good idea to look at the big picture before finalizing your name decision. You can check name availability at www.hammock-registration.com

Social Networking

Be sure to check if someone's using your name in Facebook or Twitter. Try http://namechk.com/ 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 a checklist of things to consider.

	Is your name flexible? (if necessary)
	Is the name available according to your state Secretary of State? (see above)
	Is the name trademarked? (see above)
	Is the logical domain name taken? Registering a domain name
	Is the name taken with social networking sites? Social Networking
	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?
	Have I posted my ideas on www.steps-to-starting-your-business.com/forums/ to get feedback?

Action Item

Post your ideas on www.steps-to-starting-your-business.com/forums/ and get some feedback from your friends.

Questions

Please post your questions on www.steps-to-starting-your-business.com/forums/

Improve This Page

Post a suggestion on the forum if there's anything that can be improved on this page.

*Tip thanks to Brandie Kajino of SOHO Solutionist www.sohosolutionist.com a small business technology consultant