Can a business name make or break your business?

You bet! Would you shop for athletic gear at a store named “Fabrics Are Us”. Naming your business should be just as important as writing a business plan and coming up with a profitable idea.

What makes a good business name
There are many different opinions concerning this very question. Some experts believe that the best names are abstract concepts that allow a person to create an image. Others think “coined” names are better. And still others argue that literal names are the most effective. In today's global economy a good business name needs to be easy to pronounce, memorable, and have longevity.

Here are some helpful tips to follow when coming up with your business name.

What Are You Trying To Describe
Think about what words best describe your business in terms of products, concepts, or functionality. Try to incorporate those words into your name. What Does The Name Communicate Words can evoke specific imagery. Think about some brand names like Cinnabon, Mercedes-Benz, and Bath And Body Works. Each name conveys different meanings, as well as different sensory reactions.

What Does It Look Like
Think about how your business name will look on packing, letterhead, etc. Does it look clean? Does it look unwieldy and ugly?

What Does It Sound Like
Is harsh or pleasing to the ear. Is it difficult to pronounce?

Is It Legally Available
Does anyone else own it. For about $100 patent attorneys can conduct a preliminary screening of a name to see if it has been registered in the United States.

Is It Unique
Try to avoid gimmicks and fad names that might become dated. Make sure your business name is distinctive enough not to be mistaken for your competitors.