5 Tips For Coming Up With A Company Name You Can Keep
One of the most frustrating parts of starting a company is selecting the right name for your brand and making sure you’re able to protect it. As your name is what represents your company to everyone else, it’s very important that you find the right one and take the necessary steps to make sure you won’t run into issues down the road. Here are some tips to help you come up with a name you can keep.
1. Make sure the name somehow ties to your company and what you do.
While this sounds easy, you’d be amazed at how many people start to go a different route after they’ve repeatedly found that the domain for the name they really want is taken.
2. Don’t make your name too focused.
One thing you realize as an entrepreneur is that the idea you originally start with can go a different way then you thought based on what your customers want. Don’t pick a name that pigeon-holes you to a specific task or technology. Look at all of the “something-tweet” or “tw_______” companies out there. What will they do as other (and there is always an other) technologies come out or someone buys Twitter and rebrands?
3. Make sure you can get the “.com” domain for your name.
The “.com” domain is the domain that everyone looks for and portrays that your company is legitimate. Don’t settle for a .info or other domain. That said, make sure that you buy the other top domains for your company name to help protect your brand.
4. Check your state filings.
Now that you know the domain name is available, check with your Secretary of State to make sure there are no companies filed that could have issue with your name or will confuse your customers into going to the wrong business.
5. Do a search on the USPTO website.
Even if you’re a local bakery, the minute you put up your site you are out there to the nation and the world. While you don’t really need to worry about the world right away, you do need to worry about someone coming after you for trademark infringement if you select a name that may be too close. Go to www.uspto.gov and do a trademark search for your name. If something comes up, you may want to reconsider or get a legal opinion before you continue.
Be prepared to be let down and have a list of names ready to go. I’ve found that it’s best to do this exercise over beer with your partners because you will want to drink after awhile. Steps 1 and 2 are difficult. When you get to step 3, chances are that it’s taken and you go back to step 1. Step 4 isn’t so bad but step 5 is another spot where you’ll find somebody beat you to the punch.
The last thing you want to do is ignore steps 4 & 5 and go with a name once you’ve found a domain. Nothing is worse then building up a successful brand only to have it noticed by someone that owns the trademark and receiving that cease and desist order. Now you’re back at step one and have to build up your new brand all over again.
