What’s in a name? When it comes to your small business, the answer is everything! Choosing the right name can be the difference between feast and famine when it comes to your success in the marketplace.

While it may be tempting to use a distinct name like Xerox or Kleenex, these names do not tell the average consumer what service is being offered or what goods are being sold. Truly distinctive names also come with the hefty price tag of an extensive marketing campaign. If you have invented a new word for your business name or chosen an existing word that has nothing to do with your business, like Amazon.com or Target, your first marketing need is to get consumers associating your name with what you sell.

The best names for a small business often already highlight what you are selling or offering in a subtle way. Make a list of all the things that make your business different. Exemplary service? High-end products? Unique atmosphere? Write down everything you can think of and then see where you are. Try to narrow down your business focus into a distinct name. Some national examples include: Home Depot, Staples, Bath & Bodyworks and Toys R Us.

Lastly, once you have a short-list of name options you need to research if they are available for use. Remember, if you are planning on doing business online you should check for domain name availability as well as trademark infringement.

Tags: Marketing //