adult bookstore. Chances are you won t find many families or churchgoers shopping there. A better name might be The Dusty BookStore to me, that says old books. None of these guidelines are etched in stone. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.

If you re a product-driven company – selling your own brand of products – the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.

On the other hand, you’re a business that offers many different types of products, or sells other peoples

This may seem obvious to the veteran marketer, but you’d be surprised at the number of business owners who disregard the name of their business as a marketing tool. A business name that is short, easy to remember, easy to spell, descriptive of your business, and capable of drawing attention, will always win out over an otherwise boring, generic name. In fact, the name of your business could easily be worth millions to you, or it could easily mean certain failure.

There really are no rules regarding business names when it comes to marketing. It’s merely a matter of deciding what you want your name to accomplish. Here are some general guidelines that will help you decide on a name that works best for you, your product or service, and what you hope to achieve:

1. Contrary to popular belief, your business name does not need to be cute or clever to be remembered. International Business Machines is neither cute nor clever. Neither are names like General Electric, General Motors, Applied Materials, Cisco Systems, et al.

2. If your business is based on a single product, like a beverage, for instance, it s okay to make it the same as your product or tie it in to it for the sake of branding Coca-Cola, PepsiCo or Snapple. This can, in fact, double the impact of your marketing. When people talk about your company, they will, in effect, be talking about your product and vice versa.

3. Don’t give your business a name that may limit future expansion, unless you have no intention of ever expanding. For example, Tony s Totally Cool T-shirts may have a hard time expanding into shoe sales or club wear. Tony s Totally Cool Fashions might be a better choice. Tony s Emporium, however, could sell ANYTHING, if T-shirts and clothing don t work out.

4. If you have no intention of expanding, choose a name that describes your primary business and possibly even conveys a benefit. Jiffy Lube, Express Car Wash and Speedy Mortgage all come to mind.

5. Avoid trendy names. When the trend dies out, so will your business. Think of all the Low-Carb stores that are opening up. If the Low-Carb diet craze proves to be a fad, there will be a lot of unhappy business owners.

6. Be aware of the geographical consequences of your name. National Real Estate says one thing, Florida Real Estate another, Miami Real Estate yet another. If you plan to sell real estate throughout Florida, Miami Real Estate is quite limiting. And Florida Real Estate is quite limiting if you re trying to sell real estate in the other 49 states.

7. Try to convey your identity in your name. Quality Roofing says a lot more than Bob s Roofing; Johnson International Moving says much more than Johnson Moving Company; and Smith Tax Services says a whale of a lot more than Smith & Associates.

8. How will your name sound over the phone? Will people know how to pronounce it? Is it easy to read? Is your business name “ear-friendly?”

9. If you ll be using the Yellow Pages or other directories as your primary source of marketing, consider names that will get you listed first in your category, like Aardvark Lawn Care or Aaron Rentals.

10. Stay away from names with negative connotations. Murder Incorporated comes to mind. The trick is to attract customers not scare them away. Also stay away from names that might imply anything racial, religious, political, or sexual. The Dirty BookStore may sell old, used, antique and rare books, but to me it sounds like an adult bookstore. Chances are you won t find many families or churchgoers shopping there. A better name might be The Dusty BookStore to me, that says old books. None of these guidelines are etched in stone. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.

If you re a product-driven company – selling your own brand of products – the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.

On the other hand, you’re a business that offers many different types of products, or sells other peoples’

International Business Machines is neither cute nor clever. Neither are names like General Electric, General Motors, Applied Materials, Cisco Systems, et al.

2. If your business is based on a single product, like a beverage, for instance, it s okay to make it the same as your product or tie it in to it for the sake of branding Coca-Cola, PepsiCo or Snapple. This can, in fact, double the impact of your marketing. When people talk about your company, they will, in effect, be talking about your product and vice versa.

3. Don’t give your business a name that may limit future expansion, unless you have no intention of ever expanding. For example, Tony s Totally Cool T-shirts may have a hard time expanding into shoe sales or club wear. Tony s Totally Cool Fashions might be a better choice. Tony s Emporium, however, could sell ANYTHING, if T-shirts and clothing don t work out.

4. If you have no intention of expanding, choose a name that describes your primary business and possibly even conveys a benefit. Jiffy Lube, Express Car Wash and Speedy Mortgage all come to mind.

5. Avoid trendy names. When the trend dies out, so will your business. Think of all the Low-Carb stores that are opening up. If the Low-Carb diet craze proves to be a fad, there will be a lot of unhappy business owners.

6. Be aware of the geographical consequences of your name. National Real Estate says one thing, Florida Real Estate another, Miami Real Estate yet another. If you plan to sell real estate throughout Florida, Miami Real Estate is quite limiting. And Florida Real Estate is quite limiting if you re trying to sell real estate in the other 49 states.

7. Try to convey your identity in your name. Quality Roofing says a lot more than Bob s Roofing; Johnson International Moving says much more than Johnson Moving Company; and Smith Tax Services says a whale of a lot more than Smith & Associates.

8. How will your name sound over the phone? Will people know how to pronounce it? Is it easy to read? Is your business name “ear-friendly?”

9. If you ll be using the Yellow Pages or other directories as your primary source of marketing, consider names that will get you listed first in your category, like Aardvark Lawn Care or Aaron Rentals.

10. Stay away from names with negative connotations. Murder Incorporated comes to mind. The trick is to attract customers not scare them away. Also stay away from names that might imply anything racial, religious, political, or sexual. The Dirty BookStore may sell old, used, antique and rare books, but to me it sounds like an adult bookstore. Chances are you won t find many families or churchgoers shopping there. A better name might be The Dusty BookStore to me, that says old books. None of these guidelines are etched in stone. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.

If you re a product-driven company – selling your own brand of products – the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.

On the other hand, you’re a business that offers many different types of products, or sells other peoples

4. If you have no intention of expanding, choose a name that describes your primary business and possibly even conveys a benefit. Jiffy Lube, Express Car Wash and Speedy Mortgage all come to mind.

5. Avoid trendy names. When the trend dies out, so will your business. Think of all the Low-Carb stores that are opening up. If the Low-Carb diet craze proves to be a fad, there will be a lot of unhappy business owners.

6. Be aware of the geographical consequences of your name. National Real Estate says one thing, Florida Real Estate another, Miami Real Estate yet another. If you plan to sell real estate throughout Florida, Miami Real Estate is quite limiting. And Florida Real Estate is quite limiting if you re trying to sell real estate in the other 49 states.

7. Try to convey your identity in your name. Quality Roofing says a lot more than Bob s Roofing; Johnson International Moving says much more than Johnson Moving Company; and Smith Tax Services says a whale of a lot more than Smith & Associates.

8. How will your name sound over the phone? Will people know how to pronounce it? Is it easy to read? Is your business name “ear-friendly?”

9. If you ll be using the Yellow Pages or other directories as your primary source of marketing, consider names that will get you listed first in your category, like Aardvark Lawn Care or Aaron Rentals.

10. Stay away from names with negative connotations. Murder Incorporated comes to mind. The trick is to attract customers not scare them away. Also stay away from names that might imply anything racial, religious, political, or sexual. The Dirty BookStore may sell old, used, antique and rare books, but to me it sounds like an adult bookstore. Chances are you won t find many families or churchgoers shopping there. A better name might be The Dusty BookStore to me, that says old books. None of these guidelines are etched in stone. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.

If you re a product-driven company – selling your own brand of products – the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.

On the other hand, you’re a business that offers many different types of products, or sells other peoples

ays a lot more than Bob s Roofing; Johnson International Moving says much more than Johnson Moving Company; and Smith Tax Services says a whale of a lot more than Smith & Associates.

8. How will your name sound over the phone? Will people know how to pronounce it? Is it easy to read? Is your business name “ear-friendly?”

9. If you ll be using the Yellow Pages or other directories as your primary source of marketing, consider names that will get you listed first in your category, like Aardvark Lawn Care or Aaron Rentals.

10. Stay away from names with negative connotations. Murder Incorporated comes to mind. The trick is to attract customers not scare them away. Also stay away from names that might imply anything racial, religious, political, or sexual. The Dirty BookStore may sell old, used, antique and rare books, but to me it sounds like an adult bookstore. Chances are you won t find many families or churchgoers shopping there. A better name might be The Dusty BookStore to me, that says old books. None of these guidelines are etched in stone. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.

If you re a product-driven company – selling your own brand of products – the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.

On the other hand, you’re a business that offers many different types of products, or sells other peoples

adult bookstore. Chances are you won t find many families or churchgoers shopping there. A better name might be The Dusty BookStore to me, that says old books. None of these guidelines are etched in stone. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.

If you re a product-driven company – selling your own brand of products – the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.

On the other hand, you’re a business that offers many different types of products, or sells other peoples’ products, or offers a particular service or set of services, then your business name is more important. And even more so if the bulk of your customers are local, or come from places like the Yellow Pages or newspaper and classified ads – the types of advertisements where your business name has the most impact. (Just think of all the local businesses you have discovered in your local paper and phone book.)

Some business names, like Apple, suggest a logo. Other names, like Exxon suggest nothing at all. Some names sound more credible, like National Finance Corporation or Barclays Bank, and other less credible. I won’t mention any names.

Before you settle on a name, have a lawyer preferably one specializing in trademarks do a search to make sure you re not infringing on anyone s trademarks. You don t want to have to change it once everyone knows it. When all else fails, you can always use your own name and never have to worry about infringement. Unless your name happens to be Elvis Presley!