Steps for Choosing a Business Name

While a rose by any other name may smell as sweet, it won't sell as well at Valentine's Day! Similarly, a business may be the best in its market, but if it has a lousy name that doesn't reflect its product or service well, then it won't attract the customers it could.

So naming your business is a very important part of any business, and choosing the right name is a process that should be undertaken with care.

Here are some general steps that should be taken, in this order, when naming your new business:

1. Make a list of preferred names.

• This step may take a while, since coming up with a good name is more difficult than it sounds
• Check for Internet domain name availability on preferred names
• Have friends and family give you feedback on the names
• Make a choice of your top, preferred name
• Use your top choice as if it were established as the name of your business for several days and see how it feels.
• If you determine that your choice is going to work, then move onto the next steps in the process.

2. Complete a name search (generally done easily online) with your state Secretary of State's office and/or with the County Clerk to determine if the name you would like to use is on the list of assumed or fictitious business names already on record.

3. If you are to remain an unincorporated business, research the laws and regulations of your state and locality to determine if you will need to register the business name. If so, then complete the registration.

4. Complete a trademark search, often done online, to see if the name you have chosen or any part of the name you have chosen is trademarked by any other business. If so, choose a new name.

5. Determine is you will register for trademark protection. If so, make the appropriate application with the state, generally through the Secretary of State's office. An attorney can complete this application for you.

6. If you are incorporating your business, be sure to check for names that are similar to yours.

7. If your business will be registered nationally, do name search on the national level. A trademark or business attorney can do a complete search for you to be sure the name you have chosen doesn't sound the same, or close to the same, as the name of another business.

8. If you have a national business and chose Federal registration, file an application with the U.S. Patent and Trademark Office reserving the business name you've chosen.

9. Once you have completed all the searches and determined that your chosen name is open, have tried out the name and decided it is the one you want to keep, then complete all registrations.

10. Register your business domain name for your website.

11. Print stationery, business cards, advertising and signs with your chosen name.

12. Start your newly-named business!

• Do you need assistance regarding business and corporate laws? If so, contact an experienced Business Lawyer in your area today!