Consider these factors when choosing a brand name

Without a business name there can’t be a business! It is not easy to choose the perfect business name that is both catchy and communicates what your business. Many businesses have failed in the past mainly because of a name that just didn’t work, so it’s important to get this right. Finding a good business name is very important if it has to be successful. A good business name is key to differentiating you from your competitors. Customers think of a business name with the value it provides to them.

Legal considerations
Before starting your quest for picking up the perfect business name, you should have a clear idea of what type of business structure you are going to have. This is important because rules regarding name registration vary depending on the structure of your business. You need to check the name for its availability with the concerned government authorities. If you wish to trademark the name then you need to check the trademark class under which your business activity or product category falls in and register on that basis.

How to choose a name for your business
As discussed, the main purpose of a name should be to communicate what services you offer while being easy to remember and unique, if possible. Here are a few useful tips to keep in mind:

1. Be descriptive but not too general or vague
Don’t choose a name that is too vague or too meaningful. Generic names, like – Indian Painting Service, is not only boring but also not easy to remember. Moreover, it doesn’t stand out from other providers. Now consider the name PhotoBucket – descriptive enough, not boring, and not something you’re likely to forget.

2. Use related words in a creative way
Don’t be tempted to stuff keywords into your business name. Using plain keywords like General Motors doesn’t work anymore. But often, choosing a somewhat modified version of related keywords works very well, provided it expresses what your business is about.

A good way to create catchy, memorable business names is to use alternate versions of common words related to the service you’re offering. For example, the name Attensa is quite perfect for the content aggregation tool.

The name is a play on the word attention – which is somewhat relatable to the service itself. Other examples include Digg (dig), Flickr (flicker) and Compaq (compact).

3. Keep it simple
Don’t choose a name that is too long or complicated. Remember that your business name needs to be appealing to your customers. It should sound pleasant, familiar and conjure up positive emotions. It also needs to be easy to pronounce and remember. Consider the name Zippil – it’s not only hard to pronounce, but it’s downright obscure. Whenever you need to explain your business name, it’s probably not a good sign. It’s okay to be a bit clever, but don’t overdo yourself.

4. Don’t copy your competitors
Avoid choosing a name too similar to other businesses in your industry. It can mean appearing to be unoriginal, which is not good for your brand image. It can also mean potential customers confuse your business with your competition making it more difficult to get repeat work.

5. Avoid using your own name
Unless you are an established brand, avoid using your own name. Your name doesn’t communicate anything about your business and won’t mean much to potential customers. This may even cause problems if you ever want to sell your business in future or even if you wish to expand. There are some rare examples however where integrating the owner’s name within the brand name can work well. Examples are – Automattic (named after its founder Matt) and PageRank (named after Google co-founder Larry Page). That said, PageRank is not a business name per se, it’s an algorithm.

6. Choose a name that’s scalable
Pick a name that can expand your business. If you sell just books, you might one day sell stationery products or accessories too. If your service is based on a certain area, you might extend to other cities. So, select a broad name that can encompass your future growth.

7. Make sure you have a related domain
Once you’ve narrowed down your name options, you have to make sure the name you want to use is available. Check if the name is already registered as a trademark or acquired by another business. If you’re planning on having an online presence, which you definitely should, you’ll want to make sure the desired domain is available by doing a domain name check.

A domain name can impact your online visibility and influence your marketing efforts as well. That said, you shouldn’t necessarily abandon a good business name just because an exact domain is not available. Here are a couple of things that you can do instead-

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