How To Create A Company Name That Doesn’t Suck
Your company name is the one thing people will use to describe you for as long as you’re in business. A great name is an asset that drives your business forward. The wrong name is a roadblock to success that can cost you money (lots of it).
Don’t shoot yourself in the foot before you even make it to the battlefield. Take some time to make sure you pick a name that will stand the test of time. Follow these simple steps and you’ll land on a name for your company that you’re proud to share.
The first step is understanding what a name should capture. Regardless of whether you’re trying to come up with a name for your construction company or tech startup, these rules apply.
How do you want your company to be perceived? Are you the leading expert in your industry? Are you known for your playful customer service?
Align your name with the emotional response you want from people. A family law practice that prides itself on professionalism shouldn’t go with ‘Good Riddance, LLC.’ For a pest control firm on the other hand, that little bit of playfulness that hits on a benefit could be the perfect fit (by the way, I looked and there is a pest control firm that uses this name…bravo).
Focus on a name that’s in line with your brand personality. The name of my company, Special Sauce, is a reflection of what you can expect when you work with us. We take our job seriously, but we don’t take ourselves too seriously.
There are themes you see throughout the name universe. Most names fall under one of the major categories. You can use these as a starting point to determine what’s right for you.
Think you found the perfect name? Take a second to cover your tail before you run out and start slapping that name on everything. You need to search three places before you decide it’s safe to run with a name.
USPTO Trademark Database — The United States Patent & Trademark office has a free database you can search to check for conflicts. Follow this link and select ‘Basic Word Mark Search’ from the options you’re given. See the reference below.
Once inside, make sure to check the box next to ‘Live’ so you’re only searching live trademarks. Now you’re ready to type your name where you see ‘Your Name Here’ in this example below.
Type in your name and hit ‘Submit Query’. Be warned that you’re going to get a lot of results if you type in a generic term. For instance, the word ‘Western’ draws 1266 results. You’ll want to make your search (and name) as unique as possible to limit the mountains of results you have to review.
Important Note: You’re most likely going to get numerous results no matter what you search. Not all trademarks will be applicable to your business. There are categories for different types of businesses. For instance, a restaurant and insurance firm can both trademark the same name. These two businesses are in different categories which allows them to both be granted trademarks. However, be warned that large companies will guard their trademarks with vigor. I advise consulting an attorney familiar with trademark law if you’re at all doubtful about a name. The trademark process can be intimidating and confusing.
Google Search — The second spot you have to search is the Google machine. This search is much less official and only requires common sense. Open Google, type your name into the Google search bar, and hit search. Review the results to make sure that there isn’t someone with the same business name that’s out there and well established. Be sure to pay particular attention to your geographic area. You wouldn’t want to open Red Bucket Brewery right next to Red Bucket Painting. You run the risk of consumer confusion. Consumer confusion leads to lawsuits.
Domain Availability — The final place to look is at Godaddy.com (or whatever domain registrar you like). You’ll need a website for your business and you want to make sure there is a decent option available. I recommend sticking with .com extensions unless you have a very compelling reason to do otherwise.
Struggling to find an available domain name? Go use Bust A Name or Lean Domain Search and you’ll have twenty options in no time. Don’t judge the Bust A Name site by its awful design. The tool is far superior to the site design.
Once you narrow your list down to a few good candidates, put them through the Say & Send Test. This is a simple exercise to make sure the name you pick is practical in all forms of communication.
The cream should rise to the top at this point. Select a name and move forward. You can feel confident that your name is timeless, memorable, flexible, ownable, and easy to say. Now it’s a matter of leveraging your fancy new name to build a business.
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How To Create A Company Name That Doesn’t Suck
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