a few years ago, choosing a business name meant picking an identity for your
start-up that would feature in a fairly narrow range of outlets – your signage,
invoice, business card and basic advertising.
however, with the huge growth in the availability of diverse marketing tools
with which to promote your business – from Web sites to social media
networking platforms such as Twitter,
Facebook, LinkedIn, and more – getting your business name right, first time, is
more important than ever.
consequences of getting it wrong can incur troublesome and time consuming
business penalties. Consider this: If you operate a Web site and choose to
change your company name, you will need to change not only your logo and Web
content, but your domain name, too. While this is perfectly feasible and
usually free, the impact on Google rankings and other search engines can have a
negative impact on the user experience and your brand.
addition, any references to your brand already “out there” on Twitter,
Facebook, blogs and forums will also suffer from any re-naming venture.
getting your business name right – first time – is critical. Once you are happy
with your choice, it’s also important that you take steps to protect it against
trademark infringement and register it with the right regulatory bodies for the
purposes of taxation, incorporation, licenses, and permits.
all these considerations in mind, here are some quick tips for choosing a
business name that works for your small business venture in a Web savvy world-
and, in my next post I’ll explain how you can make sure your business name is
legal and protected.
1. Choose a Business
Name that Makes Sense for Your Business
you pick the first name that springs to mind, think about how your name will be
used. If you are simply starting out as a one-man-band freelancer it’s very
easy to just operate your business under your personal name. But, if you
anticipate being in business for the long haul, you might want to consider a
business trade name that can scale with you. Here are some points to consider:
how the potential name will:
- Look (on
business cards, Web site, advertisements, with a logo)
- Sound (ease
remembered (connotations the name may evoke)
you from competitors (avoid trademark infringements)
may want to avoid:
spellings, abbreviations, profanities, potentially offensive undertones
associations with organizations/people the business is not connected with
2. Choose a Name that
Works on the Web
we live in an online world, take time to research whether your business name is
Web ready. Consider the following:
Conduct a Domain Name Search – This will help you identify whether you can actually
set up a Web site with a Web address (domain name) that is clearly affiliated
with your business. You can do a quick domain name search in the WHOIS database here.
It will let you know whether your preferred domain name, e.g. www.johndoeconsulting.com is available for use or not. If it is available you
can claim it as yours early in the business naming process – long before you
get around to creating a Web site. If the domain name has already been claimed,
you may need to revisit your name idea. ReadTips on Choosing a Good Domain Name from www.thesitewizard.com.
Is your Business Name Email Friendly? – For the purposes of setting up a business email, consider
whether your chosen business name is memorable and easy to spell. You may even
want to consider abbreviating your company name to an acronym for email
purposes. Also, if you or future employees have long names, determine whether
your email naming policy will include first and last names (firstname.lastname@example.org) , first initial and last name (email@example.com) or simply first names (firstname.lastname@example.org).
Is your Business Name Social Media Ready?- As well as checking the availability of your
business name as a potential domain name, take time to conduct a search of
Twitter and Facebook to ensure that no other businesses or brands are operating
in the social networking world with the same, or similar name. Even if you
don’t intend to use social networking tools to promote your business, any
defaming or controversy that can arise online may unwittingly tarnish your
tuned for my next post on legalizing and protecting your business name.
Mistakes To Avoid When Naming Your Business
10 Commandments of a Great Business Name (About.com)
Plan for when Changing your Domain Name – Tips from Quirk eMarketing