Your Small Business Name -- Important?

You bet a name is important. Many small business owners try to come up with a clever name for their business rather than one that explains what they do. And, nine times out of ten, that is a mistake. Your business name should give your prospects some idea of what your business is about.

One of the most useful processes you can use to come up with a good name is to turn it around. Rather than looking at the name from your perspective, approach it from your prospect's perspective.

1. Identify your target market. Be specific. What are their wants and needs? Specific gender? How big are they? Do they make a certain amount of revenue? What do they look like? Draw a picture of your prospect.

2. Why should they do business with you? What are the benefits? What makes you different from all the other businesses in your industry?

Based on your answers to 1 and 2 above, brainstorm a list of words that could potentially turn into a company name. Now try putting them together. Experiment with all sorts of combinations. Eliminate those that just don't appeal to you at all.

Now narrow down that list to 10 possible names and walk away. Let the list sit for at least a day. Then come back and take a second look. See anything else that should be removed? If not, you have a potential list of names. Access your state directory of business names to make sure yours are not taken. Check the Library of Congress for patent and trademark names too.

Narrow your list again, this time whittling it down to three names. If at all possible, run those names by people who are your target market to make sure they "get it."

Okay, you're almost done. Take that list of three names and rank them in terms of how you feel about them. Say them out loud just like you would if you were introducing yourself to someone or answering the phone.

That's it. Select the name that works the best for you and get your business going.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

http://www.whatspossible.com
http://www.justforsmallbusiness.com
http://www.deniseoberry.com

In The News:
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.marketwatch.com/news/story/International-Projects-CBX-Win-Awards/story.aspx%3Fguid%3D%257B4E744BF3-6D7F-4D07-9DAF-C91E6D534B7D%257Dcid=1277198131ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNELTyUIw0oi3FByu_s3CeVSk1jcgQInternational Projects by CBX Win Awards for Store Design and bBranding/b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobr12 hours ago/nobr/fontbrfont size=-1NEW YORK, Dec 03, 2008 /PRNewswire via COMTEX/ -- CBX, the strategic bbranding/b, design and consultancy agency based here, has been honored with awards for b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.bizjournals.com/pacific/stories/2008/12/01/daily38.htmlcid=1277303184ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNHaFcbWfNM5DnHSNaz0j6UDN4JGNgJudge blasts Mesa-Aloha bbranding/b deal/abrfont size=-1font color=#6f6f6fBizjournals.com,nbsp;NCnbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1b.../b to license the bbrand/b to Mesa, whose interisland airline go! was seen as a primary cause of Aloha’s bankruptcy and shutdown in March. b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.businessweek.com/innovate/content/dec2008/id2008123_918813.htm%3Fchan%3Dinnovation_innovation%2B%252B%2Bdesign_top%2Bstoriescid=1277308001ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNG0E57rcMi1Orb0_Hg8s_30yAAFWQA New Look for McDonald#39;s/abrfont size=-1font color=#6f6f6fBusinessWeeknbsp;-/font nobr2 hours ago/nobr/fontbrfont size=-1But New York-based bbrand/b consultant Dean Crutchfield notes that similar mass bbranding/b projects at giants like Unilever (UN) have cost from $50 million to b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.marketwatch.com/news/story/Enhancing-Marketing-ROI-Master-Branding/story.aspx%3Fguid%3D%257B9E34561F-088B-4457-8DA8-2F9E8D9D6331%257Dcid=1276888719ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNEUAEPS7h8e39bQq5XDFBpxVYZ2SgEnhancing Marketing ROI with Master bBranding/b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobrDec 2, 2008/nobr/fontbrfont size=-1This single consumer decision shows the power of a master bbrand/b in boosting marketing return on investment (ROI), according to Roy Levitt, a Principal with b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://charlotte.dbusinessnews.com/shownews.php%3Fnewsid%3D171833%26type_news%3Dlatestcid=1277079180ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNGz13imMZRcOeCr0B9gp131zkT6cgWINGATE UNIVERSITY SELECTS RELLA:COWAN FOR bBRANDING/b/abrfont size=-1font color=#6f6f6fdBusinessNews Charlotte (press release),nbsp;NCnbsp;-/font nobrDec 2, 2008/nobr/fontbrfont size=-1WINGATE, NC – Wingate University has hired Rella:Cowan, a strategic marketing and advertising firm, to help the university hone its bbrand/b and market itself b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.bikebiz.com/news/29935/Bike-to-Work-Book-offers-free-cover-brandingcid=1277241659ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNGaw2asJKPH-wUE7V5MvxF8f3ezZQBike to Work Book offers free cover bbranding/b/abrfont size=-1font color=#6f6f6fBike Biz,nbsp;UKnbsp;-/font nobr8 hours ago/nobr/fontbrfont size=-1The personalisation is for bike companies, bike shops and bicycle campaign groups. In the US, the first advocacy group to get a personalised copy is from b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://news10now.com/content/all_news/watertownnorth_country/129219/jcc-launches-new-identity/Default.aspxcid=1277228944ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNEuBtC3va20adPTHNVNa3C1Xkr5ngimg src=http://news.google.com/news?imgefp=r0RcREfV9-gJimgurl=images.news10now.com/media/2008/12/3/images/01jcc.jpg width=80 height=60 alt= border=1brfont size=-2News 10 Now/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.newswatch50.com/news/local/story.aspx%3Fcontent_id%3D82c70ccc-1bb5-4d80-890c-f4baa8c6eb6ecid=1277228944ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNGE3333oRKSky0xzjOD_gXd5fJ9sQJCC unveils new logo, tagline/abrfont size=-1font color=#6f6f6fNewswatch 50,nbsp;NYnbsp;-/font nobr9 hours ago/nobr/fontbrfont size=-1“We were gratified by the students’ interest in this bbranding/b process,” said Karen J. Freeman, Marketing and Public Relations Officer for the college. b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.watertowndailytimes.com/article/20081203/NEWS11/812039991/JCC%2Breveals%2Bnew%2Blogo%2B%2Bmottocid=1277228944ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNHpigIY10cZKluNrW23mHUOJkWMuAJCC reveals new logo, motto/a font size=-1 color=#6f6f6fnobrWatertownDailyTimes.com/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://news10now.com/content/all_news/watertownnorth_country/129219/jcc-launches-new-identity/Default.aspxcid=1277228944ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNEuBtC3va20adPTHNVNa3C1Xkr5ngJCC launches new identity/a font size=-1 color=#6f6f6fnobrNews 10 Now/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.wwnytv.net/index.php/2008/12/03/jefferson-community-college-unveils-new-marketing-campaign/cid=1277228944ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNHvEsz0KDLgQdpi7Fkk4rkvXEg10gJefferson Community College Unveils New Marketing Campaign/a font size=-1 color=#6f6f6fnobrWWNY TV/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1277228944hl=ennobrall 4 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.marketwatch.com/news/story/Vertical-Branding-Inc-Announces-License/story.aspx%3Fguid%3D%257B629F6319-03B7-4FD2-8AD3-0F8C69E8A801%257Dcid=1276625943ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNGFZlZZ3p1OzF0vrbwfWIXO13VmsQVertical bBranding/b, Inc. Announces License Agreement With Global b.../b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobrDec 1, 2008/nobr/fontbrfont size=-1quot;We are very excited that Genius has selected Vertical bBranding/b to market these products in the United States,quot; said Vertical bBranding/b CEO Nancy Duitch. b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.billboard.biz/bbbiz/content_display/industry/e3i726f0f4961487c612206a705180a65c2cid=1276955800ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNE-o3jOUYE4AICKXY5PUBlTNZcGjQbBranding/b Briefs: Nina Sky, Beyonce, American Express/abrfont size=-1font color=#6f6f6fBillboard Business News,nbsp;NYnbsp;-/font nobrDec 2, 2008/nobr/fontbrfont size=-1By Kamau High, NY - Twin sister duo Nina Sky will star in a print, TV and online ad campaign for their line of shoes for Fila. b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.nytimes.com/2008/12/04/business/04saturn.html%3Fref%3Dbusinesscid=1277328128ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNFOjtVL4WRaRx5V3m0Jkt-c-CC8AgWith Saturn, GM Failed a Makeover/abrfont size=-1font color=#6f6f6fNew York Times,nbsp;United Statesnbsp;-/font nobr54 minutes ago/nobr/fontbrfont size=-1The bbrand/b became a media darling, and was featured on the cover of Time. “Can America still compete?” said the headline. “With its new Saturn, b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://adage.com/columns/article%3Farticle_id%3D132938cid=1277328128ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNEgzWWPmVQPDM_Q19ILzAyXz1u1rAIf GM Has a bBrand/b, It#39;s General Misery/a font size=-1 color=#6f6f6fnobrAdAge.com (subscription)/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.orlandosentinel.com/orl-a1autos0308dec03,0,2056499.storycid=1277328128ei=DFY3SeqvNaqi9gSb2e2jDwusg=AFQjCNHYFNG2Ot5YSeWDVADMi2M3NJtd7ARoad trip: Automakers to make new plea in DC/a font size=-1 color=#6f6f6fnobrOrlando Sentinel/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1277328128hl=ennobrall 3 news articles/nobr/a/font/div/font/td/tr/table
branding - Google News


Wind Chimes and more...

Windchimes for great gifts!

Boston Web Design Branding - Brand Identity Guru

A branding company's website purpose is to design websites that... Read More

Brand Value Plan - Brand Identity Guru

Developing brand value is critical to every organization and when... Read More

Corporate Internet Branding ? Branding Your Business Online

Let me tell you a story about Pete and a... Read More

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the... Read More

Extreme Makeover ? Small Business Edition

Have you ever watched one of those home makeover shows?... Read More

Choosing The Right Business Name

Sometimes, new entrepreneurs are in such a rush to get... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

Go Ask Alice

One of fiction's finest marketing minds, The Cheshire Cat, once... Read More

FTC Reviews The Franchise Rule

After more than a decade since the last attempt to... Read More

Getting Started in the Mail Order Business. How Much Does It Cost?

INTRODUCTION To get any business started successfully takes many ingredients.... Read More

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

Boston Brand Building - Brand Identity Guru

"Make no little plans, they have no magic to stir... Read More

Good Logos Make Great Sales Tools

Every day, the average person is exposed to millions of... Read More

Clouds Gather Before A Storm: Utilizing The Power Of Brand

How brand management can help utility organisations to create a... Read More

Attract More Clients With A Brand Identity

You've probably heard that people buy products and services from... Read More

Branding: Bring Back the Jingle!

Did you grow up in the '70s and '80s? If... Read More

Are You Brand Worthy?

Branding is one hot topic, although it is wildly misunderstood.... Read More

Brand Image ? Brand Identity Guru

Having a brand image is not a "have or have... Read More

Don?t Get Caught In the Trap: The BIG Difference Between Personal and Business Branding

When you're all alone in the privacy of your home... Read More

Naming Names... How to Name your Business

Sometimes the best inspiration comes from hearing about the deconstruction... Read More

The Big Uneasy: Clearing the Clouds of Guess

People often come to me to assist them with developing... Read More

Logo Design - Corporate Identity Branding - Brand Identity Guru

Like it or not it's who you are. Your corporate... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More