Message from the President & CEO

“12 Tips For Naming Your Startup Business and learn.”

What’s in a name?  This is an interesting and very important question when it comes to naming your business. 

Over my years in the business world, I have come across thousands of different business names for small to median size companies.  Some good, some not so good.  It has been my experience that most businesses do not have tens of thousands of dollars for brand building.  Therefore, choosing the right name for your business can be worth tens of thousands of dollars!

Below is an excellent article, by Richard Harroch, that talks about naming your business.  This month I will share the next four of the twelve tips

Finding the right name for your startup can have a significant impact on your success. The wrong name can do worse than fail to connect with customers; it can also result in insurmountable business and legal hurdles. In contrast, a clear, powerful name can be extremely helpful in your marketing and branding efforts.

“Finding the right name for your startup can have a significant impact on your success. The wrong name can do worse than fail to connect with customers; it can also result in insurmountable business and legal hurdles. In contrast, a clear, powerful name can be extremely helpful in your marketing and branding efforts.

Here are 12 helpful suggestions on how to come up with a winning name for your business:

5. Use a name that conveys some meaning.

Ideally, you want the business name to convey something meaningful and positive related to your business. Can people instantly get what your business is about? While meaningless names like “Google,” “Yahoo,” or “Zappos” have some appeal due to their catchiness, these kinds of names will cost you a lot more to brand.

Some examples of clear, simple, and intriguing domain names include Canny.com, Cling.com, Afire.com, and Administer.com. A domain name like “OnlineTickets.com” is genius as it conveys the meaning of the business and is helpful for search engine optimization purposes.

6. Conduct a trademark search.

Do a search at USPTO.gov to get an idea as to whether you can get a trademark or service mark for the name.

7. Conduct a Secretary of State search.

Since you will likely want to structure your business as a corporation or LLC, you should do a search of the Secretary of State’s records to make sure your name won’t be confusingly similar to a business name that’s already registered. If it is too similar to an existing name, the Secretary of State may not allow you to register it. Your corporate lawyer can help you conduct this kind of search.

8. Assess if the name is catchy.

Obviously, you don’t want a boring name for your business, but you also don’t want to choose something that’s too “out there.” You want your employees to be able to say where they work without hesitation, and you want your name to resonate with your target audience.

To be concluded next month.

Lee Bell
President and CEO