Thursday, February 7, 2013

Making a Name for Yourself!

Now that you understand the fundamentals of establishing a
brand identity, you are ready to take the first step in creating
something memorable: choosing a business name.

Choosing a business name is no easy task and many factors are involved in the decision making process. The key to success is ensuring that your business name is recognizable, memorable, and makes sense. So where do you start?

One of the most important factors is choosing a name that reflects your business identity. Think about your target market, the services/products you offer and your overall future plans for your business. The more your name communicates about your business, the more successful you will be in creating a connection with your target market. Less energy will be spent trying to explain what your business is when the name of your business says it all. 

You want your name to invoke positive feelings that create enthusiasm and trust, connecting on the emotional level with your target market. Steer clear of names associated with negative connotations.

Choosing appropriate, unique and descriptive names will ensure that your business is memorable and will most likely describe a key benefit of your business. Avoid difficult, hard-to-pronounce names. If people can't pronounce or spell it correctly, they certainly won't remember it. Size matters! Especially when it comes to website domains and email addresses... short and sweet is always the best way to go.

It is important to test your name to ensure it's appeal. How does it sound when spoken? Can you envision it in print or on your website? Is it available for use as your domain name or for social media platforms? Be sure to check your name's availability when going through the process.

Once you come up with a couple great name options, be sure to conduct a trademark search to avoid any potential issues regardless if you plan on filing a trademark. The last thing you want is to be served with a cease & desist order from another company owning the trademark of "your" business name. You should consider consulting a trademark/business attorney to ensure that you are not infringing on other trademarks, and this attorney should also be able to legally register your name as a DBA (doing business as/fictitious name) and/or corporation.

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