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Business Names

Business Names

When trying to come up with just the right name for your business, the options can be overwhelming. You want a name that resonates with your target market, one that will stand the test of time (avoid trendy names), and a name that is available. Even if another business doesn’t have your preferred name, you’ll want to make sure it doesn’t have other meanings that could hurt your image. The following ideas should help you in choosing the right name for your new business.

Consider making the name descriptive, so that potential customers are immediately informed of the purpose of the business. Research has shown that businesses with names that identify their products or services are more successful than non-descriptively named businesses.
Keep the description general enough so that you can, if desired, expand into related products or services in the future.
Consider the impact of the name — how it will sound when spoken. Try writing down a list of words that could describe your business, then mixing them up into different combinations and saying them out loud to see how they sound.
Think about the visual impact of the name — how it will look on signs, advertisements, business cards, etc. As with the sound of the words, try playing around with various looks by writing them down on paper or typing them into your computer.
Make sure you choose a name that is easy to understand, pronounce, and remember.
Make the name unique – at least unique enough to distinguish your business from others in the field.
You should choose a name that will not be easily imitated by competitors.
Think about how the business name could be shortened by the public. Just as a child’s initials can spell out an embarrassing word, so could the abbreviation for a business.
Come up with a list of several potential names, and then try them out on close friends and family members to get their reactions.
Think about your ideas for a while, to see how they sound and feel with the passage of time.

Keep alternatives in mind, in the event that further research reveals that the name you would like to use is not available.
Think about the meaning of your chosen name in other languages if there is a possibility you could expand into foreign markets. When Chevrolet introduced its Nova car in Mexico, for instance, it discovered that in Spanish “nova” means “no go.”
Here are some things you should stay away from.Don’t select a name that is too long or confusing. Don’t use your own first or last name as part of the business name if the venture is very risky. If the business fails, that failure will be more closely related with you personally if your name and the business name are the same.

Don’t choose a trendy name, since trends and fads pass quickly, and you don’t want your business to appear outdated.

Don’t include a geographic designation, like the city or state where the business is located, in the name of your business if you’re thinking of expanding into other markets in the future.
Don’t include unacceptable terms in the name, like profanity or obscenities.

Don’t imply by the name that your business is somehow affiliated with or approved by a branch of the government.

Don’t consider names that are very similar to those belonging to other businesses in your area. Not only would such similarity confuse consumers, it may make it impossible to register your business’s name or, worse yet, subject you to legal claims by the owners of the other businesses.
Don’t use names identifying a particular living individual other than yourself, the name of a deceased president with a living widow, names that merely describe your business or that mis-describe your business, primarily geographic descriptions, or names that are primarily your last name if you are considering registering your business name.

Free Consultation with a Business Lawyer

When you need legal help for your business, call Ascent Law for your free business law consultation (801) 676-5506. We want to help you.

Michael R. Anderson, JD

Ascent Law LLC
8833 S. Redwood Road, Suite C
West Jordan, Utah
84088 United States

Telephone: (801) 676-5506