Naming a Small Business

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Here are some of the most important things to consider when naming a small business:

1. Name Message

   Some people like catchy names that don’t necessarily mean anything. (Think "Google".) This is a great strategy when you have the budget to educate prospects about the name and how it relates to your concept. For a smaller business though, you should probably shoot for a name that clearly communicates what you do.

   It’s just a lot easier to make client connections and call on prospects when the name clearly identifies the type of business you are in. This is especially true if you will be doing any telesales and cold calling. I did a lot of this in business-to-business sales and I can tell you that you really don’t want to have to trip over anything that a prospect doesn’t understand. Otherwise you risk not getting through to the prospect.

2. Using Your Personal Name

   Some people like to add part of their own personal name to the business name, and I do think this can be a good idea in some cases. For example, a small consulting company that leverages the founder's experience extensively may want to capitalize on the name.

   Other benefits in using a personal name as a business name:

   • When you register your name, using your own name will ensure that you will not have a conflict with some other business.
   • Prospects may remember you and your company better.

3. Unique Spellings

   Be sure to consider what effect a hard to spell and/or pronounce name has on naming a small business. Certain interesting spellings can provide for an interesting business name but cause other issues.

   For example, one company purposely chooses to misspell the word "insight" as "insite". The goal is to convey both the concepts of "insight" and "web site". Clever, yes, but without this company's dedicated Chief Marketing Officer, large supply of money, and extensive Internet marketing savvy, the idea could have fallen flat.

   In their early years I would guess their prospects and clients may have had trouble sending emails to them and finding the website because of the spelling.

4. Internet Name Suitability

   Obviously, today this is huge. When naming a small business, the name that you choose will need to translate well to an Internet address (URL). You will want it to be logical and not too long.

   If it's too long, each communication will be difficult. Remember, you and others will be on the phone telling people where to go for more information and repeating your email address over and over. It's just a pain when you have to spell everything out and go over the address at length to close a prospect.

   Sidenote:
   This site, Small-business-startup-advisor.com, is in fact longer than I'd advise. However I chose it because I don't plan to market my site over the phone or in person; I won't be saying it out loud much or spelling it out. Since it's an Internet-only business, to be read and clicked but rarely typed or spoken aloud, and clearly conveys the business' intent, it's acceptable.

5. Internet Address Availability

   In addition to Internet address suitablity, you need to consider whether your name is available to purchase as web address (URL). Figure this out quickly because it's painful to get invested in a name only to find you'll never own the domain name.

   It can be tougher than you'd think too. Domain addresses are so inexpensive now that entire businesses have sprung up just to buy domains with no intention of building a real business. These business are referred to as "domain squatters." They buy domain names and ultimately hope to sell them to entrepreneurs who need the domain names for real businesses, possibly earning advertising revenue in the meantime. The cost of the domains varies widely.

   To check if your name is available, you can go to any company that sells domain names and type in your address. For example, go to GoDaddy.com and type your proposed name into the "Domain Name Search" field.

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