by Len Morse

Created on: February 04, 2011   Last Updated: February 07, 2011

A good business name can tell much about that business. Considering all the places a potential client could see a business advertised, both online and in print, a business owner should choose his or her new business name using specific criteria.

Originality, descriptiveness, pronunciation, and word association are all important factors when deciding on a name for your business. Each deserves an owner’s utmost attention, because no one wants a boring, inappropriate, or hard-to-pronounce business name.

Make it descriptive

The name will most likely be the first part of a business that people see, so it should give a clue about what type of service or product it provides (i.e. GameStop, Burlington Coat Factory, Ace Hardware).

Let it flow

People should be able to recognize and pronounce it easily, so an existing word or combination of words that is easy on the ear is a safe bet. Too many consonants or vowels, or a nonsensical collection of sounds may have people tripping over their own tongues. Keep it simple (i.e. Amazon, BestBuy, Staples).

Keep it short

People should be able to read a business name and remember it with little effort. While some short company names are not necessarily common words, they can still be memorable (i.e. Sony, Ikea, Yahoo, Nike, Adobe).

Make it searchable

If possible, have the first letter as close to the beginning of the alphabet as possible. This allows your business name to appear near the top any alphabetized lists (i.e. Apple, Banana Republic, Circuit City).

Evoke professionalism

Depending on the business type, use a proper noun or appropriate descriptor to bring concepts like reliability, trust, and openness to potential customers’ minds. Use a thesaurus if necessary (i.e. Office Depot, Sports Authority, True Value Hardware).

Develop a logo

Most quality businesses have an accompanying logo that is simple and memorable. Use your name and/or easily identifiable shapes that are somehow connected to your business, and use no more than three colors that go well together (i.e. McDonald’s, Hewlett Packard, Lexus).

For more tips on logo creation, visit Best10LogoDesigners.com.

Be unique and avoid infringement

Make the name interesting enough so that folks will want to learn more, but more importantly, keep copyright infringement in mind: To avoid possible legal entanglements and fees, check your list of possible business names against existing businesses, especially in the same industry. Make sure yours has a different

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