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Tips For Naming Your Business

We’re not all wordsmiths. In fact, we’re not all marketing experts, even though we’re asked, as entrepreneurs to wear that hat from time to time. So here are some tips on naming your business.

Simple and Straight-Shooting

If you’re starting a landscaping company don’t call it something with gardening or lawncare in the name if you’re not already certain about branching into those services. Don’t get to clever with plays on words like Dreamscapes, etc., that will confuse people.

Think About Connotation

You sometimes see Lard Butt’s Pizza, Accounting Chick, Security Czar, etc. Before being so off-the-cuff, be sure that’s the type of attitude that will work with your target audience. Some words or phrases mean different things to different people, and something like “czar” could change in connotation due to political events. Get a lot of feedback.

Other things to consider:

  • Will naming your business after the area you live in be a detriment to expansion?
  • Is the name easy to pronounce and spell? Is it easy to remember?
  • Will the name seem dated? That is, if you’re developing a piece of software with a name like vivify or soundster, you’re sounding so much like Spotify, Instagram, or Friendster that before long there’s too much danger you’ll sound like one of those typical 2010-era web applications.
  • Is there a logo that goes with it? How does one build graphic designs around something like Toquea, Zil, or…Lard Butt’s Pizza?
  • Does it stand out, keeping in mind the above notes about not standing out in a bad way. Password Lock might be too generic or uninspiring, as might Lisa’s Flowers. Passion Flowers or Faster Florist should be more memorable.
  • Is your name (John Smith) appropriate and effective as a business name? A last name must be easy to pronounce, and a first name should serve some purpose—see Lisa’s Flowers above. If your first name happens to be Mack, Hauling by Mack does have a certain unavoidable persuasion. Just don’t name your business after yourself out of sheer vanity.

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