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Business Name 101: Your Trademark

The name of the business should focus on the key elements of the company that it wants to tell its customers.

Author: Lynne Saarte

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In almost any industry, the name commands its reputation. It gets so ingrained in the market place that the company and the product become interchangeable. The right business name is essential as it is basically the start of a branding system. It needs to appear and sound right on the company’s letterhead printing. Or it needs to stand out (but still compliment) in a great looking letterhead template.

Connection to Customers

Entrepreneur magazine emphasized that the name of the business should focus on the key elements of the company that it wants to tell its customers. This especially works if a company is working on a new niche. It is great for a company to have a name that tells the customers what the business is all about without having to explain it. It should have accuracy but still broad enough to cater to a wider market.

Memorable and Easy-To-Pronounce Name

This is about real words and not just fabricated ones. Real words are much easier to keep in memory. However, if a company insists on inventing a name, it should be something simple, easy to spell and easy to pronounce. It is very important that customers are able to pronounce the name smoothly without getting stuck on a letter or a syllable. If this happens, they would seldom bother to remember it.

Intelligent Inventions

A truly intelligent and artistic name can go a long way. Tivo, Twitter, Obsession and Chuck E. Cheese are great examples of these inventions. They are all memorable, easy to pronounce, easy to spell and most importantly it created great branding images. These names surely look great on letterhead printing and on any letterhead template. There are several ways to be creative in coming up with a name. There is rhyme and alteration, or weird or excessive names that immediately grab the customers’ attention.

Before any company can set a name in stone, it must ascertain (first) that no other company is using it. With today’s dog-eat-dog competition, most businesses are having their names registered and trademarked solely for them. Thorough internet research can help in checking that the name is not used by anyone else. Or a company can verify the name with the local business county for local availability. For national companies, they can go to The Thomas Register, U.S. Patent and Trademark Office’s database.

A business name is really not just something to put on a business card or a letterhead printing. It is a name that will sell the product. It is not a nice decoration in a letterhead template that as long as it is visually good, everything’s all set for a company to open the business. It is a trademark. It is the brand or identity of any company that will bring the business forward or not.

About Author

Lynne Saarte is a writer that hails from Texas. She has been in the Internet business for some years now, specializing in Internet marketing and other online business strategies.

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