Video Professor

Ask any small, or for that matter, big business expert and they will tell you that the name you choose for your business is probably one of the most important decisions you will make. While you may think it’s just a name, the truth is the name you choose for your business is its soul.

Having worked in brand management and advertising, I can tell you that while a poorly chosen business name may not kill your brand, it can make the marketing process that much more difficult.

Think about it for a minute – of your favorite brands and businesses, how many have names you can’t stand or that make no sense? I don’t know about you, but of my favorite brands there isn’t a single one that I don’t like. Now think about the brands or businesses you don’t care for. How many of them have names you don’t like or make no sense? My guess would be quite a few.

Would you buy a car from a dealership called “Cheap Cars” or “Prestige Motors”? Would you rather have your taxes done by the firm “Instatax” or their competitors, “Jones and Hawthorne Accounting”?

As you try to come up with the perfect business name, put yourself in the position of the consumer. Take a step back and subjectively judge your choices. Do they tell the consumer what you do? Are they too long or difficult to spell? How do they roll off the tongue? Are they generic or too outrageous? Do they involve plays on words or gimmicks? Are they memorable? How you answer those questions will help you narrow down the perfect business name.

In the world of branding, the goal is to create recognition and resonance. As you work to build your small business, you should remember that your business isn’t just a service you offer or a product you sell – it’s a living, breathing entity, it’s your brand. Take for example Volvo® and Yugo®. What’s the first thing that comes to mind when you think of each? Now think about the name you are thinking about choosing for your business. What’s the first thing that comes to your mind? What do you think the first thing will be that comes to your customer’s mind? If you like the answer, chances are you’ve got a great name for that business you’ve worked so hard to build.

Once you’ve decided on a name, you need to make sure it’s available. You may have come up with a great name, but if it’s already registered you’re back to square one. Visit your state government’s homepage to find out how to do a name search and registration. If the name is available, most states will allow you to register it online. In addition to being easier, registering your business name online can also be cheaper!

At the end of the day, the name you choose is something you have to be proud of and happy with. You’ve worked too hard for too long to feel otherwise. By keeping in mind the guidelines mentioned above, you should be able to find the perfect name for your perfect business.