Naming and Branding

Business Naming

Written by Anne Hauser for Gaebler Ventures

What's in a name? Everything. Choosing a business name that's memorable and intriguing can put you ahead of the pack in the race to grow your business.

Choosing a name for your business can be a challenge, but don't give up until you've got a business name that folks will remember.


Take Pineapple Hospitality, for example. It's kind of a unique name, but a memorable one.

Owner of Pineapple Hospitality Ray Burger said the pineapple is the symbol of hospitality, so his business name is based on the "legend of the pineapple."

When Ben Kaplan and his college friend Stephen Finger started their own booking agency for local bands they just sat down and came up with a name, so StartItWithaK Booking was born.

Sometimes it's as simple as that for entrepreneurs to come up with a memorable, unique business name.

But for small business owners struggling with what to name their start-up, it is important to think outside the box and field test your business name before sticking with one.

Business owners want their name to be short and memorable, while still being unique and interesting enough that potential customers will want to look into your business more without too much effort.

Make sure it's a name that is easy to spell and easy to pronounce. It's no good having a business name your customers can remember if they aren't sure how to pronounce it, can't spell it or find it later.

Before selecting a final business name, surf the web to see what applicable domain names are available. You want your domain name to be one that is easily found and remembered by potential customers.

Beware of existing company trademarks and relevant copyright laws. The last thing your new business needs is a lawsuit because your business name is too close to another business name.

There are Web sites you can search for any possible legal conflicts before settling on a final business name. Start by simply entering your possible business name into a search engine, and then try searching names with similar spellings to your business name and see what comes up.

Once you have decided on what you think is a final business name, run your business name through a trademarks database to avoid any potential legal problems.

Anne Hauser is a freelance writer who is currently a double major in Magazine Journalism and English at the University of Missouri.

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