How do I choose a name for my business? Part 3
If you haven’t read the previous instalments… part 1, part 2
What things should I think about when choosing a business name?
As you’re choosing a name, it’s not just about finding something you like. That is, of course, very important, but there are some other things you need to consider as well. When we found a name we thought we might like, we made sure we asked the following questions:
Does anyone else have the same name?
Probably the most important thing you need to find out is, does another company have the same name. If they do, you may want to reconsider using it. For example, you wouldn’t really want the name MacDonalds for an online shop selling handmade burgers – I’m sure I don’t really have to explain why? It’s obvious that it’s just too much like the original. You’ll have to compete with the SEO might of McDonalds. It’s not impossible, it just makes life harder. And they may well come after you for trying to trade off their name.
The same goes for a name that is exactly like another name, but is an entirely different business. You won’t be making your life easy if you choose to use a name like Amazon, even if your business is nothing like what Amazon do. However, if you find that a small business overseas is using the same name, you may decide you want to take a chance and use it anyway.
Of course, if you really want to use a certain name, just be a little different. If you really want a name, because it’s your family name, for example, you can. But, you should consider adding something to it to make it unique, or at least significantly different to your rivals, if only to stop any confusion. Say your family name is McDonald, and you really do want to sell handmade burgers, you could use McDonalds Artisan Burgers. This should give you enough of a difference to be successful competing online with Maccie Dee.
How is my business name going to be viewed in other countries?
How words are used in other places is something you may need to think about. But only if you want international customers. Think fannypack, the endlessly comical US name for a bumbag, it’s unintentionally amusing for us in the UK for obvious reasons. Our business is remote, we could pick up jobs from the US, New Zealand or Australia, so it helps if we have a name that works in all those countries. Two minutes of your time making sure the name you choose isn’t hilariously funny or some crude, rude or highly offensive word in your target country’s language is well worth it.
Unless, (there’s that pesky unless again!) you believe there is no bad publicity. A really comical name might make it viral and send a load of people to your website. If you’ve got a great product, service or whatever, to give them when they get there, you’re probably onto a winner.
Does the name have any weird/bad connections?
It’s easier to give examples of what I mean here. You’d really want to think twice about using any name that could be connected to controversial groups, like the KKK or ISIS. Likewise, using the word aryan in any form would most likely conjure up an entirely different picture to the one you were hoping for. Some other examples might be anything that could be related to the adult industry. I’d advise the use of the slang dictionary here, as you may think you know all the rude slang, believe me, you don’t. Unless (it’s here again) the adult business is your business. I’m not sure I’d be that tempted to dine at The Golden Shower Chinese Restaurant. And, after appearing in hundreds of articles showing funny business names, I bet they’re wishing they’d checked that out before using it.
Can I protect my business name?
Be careful to choose a name that can be protected if you intend on taking over the world. If your company grows, you may find that you don’t want other people trading off the good name you’ve built up. Trademarking is a way you can stop other people using your name for themselves. But, for you to be able to trademark a name it has to meet certain rules. So, it mustn’t be too common or non-distinctive, like ‘we are the best’, it also cannot describe the service it relates to, so you can’t trademark a name with word ‘wool’ in it, if you produce wool jumpers. There are some other things to consider, too much to go through here, so I’ll hand you over to the experts on trademarking on the Government’s website.
And that’s almost it. There are just three more things you need to do before you decide on that company name, we’ll get to them next time. Remember, rebranding is a nightmare, so take your time, it’s not a race.
