Picking a Name For Your Business

The name of your company will be etched into your daily life as an entrepreneurs. You must pick a name that not only is compelling and that serves your vision, but that does not infringe on the names or intellectual property of others.

“You must pick a name that not only is compelling and that serves your vision, but that does not infringe on the names or intellectual property of others.” 

How to Pick a Name

When picking a company name, it’s important to do some research to help you avoid trademark infringement or domain name problems. You may be infringing someone’s trademark if your use of a mark is likely to cause confusion among customers as to the source of the goods or services. Here are some of the steps to that can avoid naming issues:

• Check Google. Do a Google search on the name to see what other companies may be using the name.
• Check the Patent and Trademark Database. Do a search at the U.S. Patent and Trademark Office site (www.uspto.gov) for federal trademark registrations on your proposed name. You can also have your intellectual property lawyer do a professional trademark search.
• Check Your State Database. Do a search of Secretary of State corporate or LLC records in the states where the company will do business to see if anyone is using a similar name.
• Search Internet Domain Names. Do a search on internet name registrars to see if the domain name you want is available. If the “.com” domain name is taken, this is very problematic and a red flag.
• Make it Stable. Don’t make the name so limiting that you will have to change it later on as the business changes or expands.
• Test it. Come up with five names you like, and test market it with prospective employees, partners, investors, and customers.
• Consider International. Think about international implications of the name (you don’t want to have a name that turns out to be embarrassing or negative in another language).
• Avoid Unusual Spellings. This is likely to cause problems or confusion down the road (though some companies like Google or Yahoo have been successful with unusual names, such success is often the exception rather than the rule).
• Hire an Expert. Think about a hiring naming expert, such as hiring Alexandra Watkins at www.eatmywords.com.

Take these steps to set you – and your name – up for success.