How to choose a company name?

One of the tasks that should be at the top of your to-do list when starting your business is choosing your company name. The name you choose could make or break your business.

Here are some tips to help get you started.

Make your company name easy to remember.

It should be short, simple, and to the point. It should be appealing and easy to spell and pronounce. It should sound good when spoken aloud. You should never have to apologize for or justify the name you choose.

Sometimes it helps if your company name includes wording that describes what you sell. For example, Easy Flush Plumbing tells people you provide plumbing services, and it's a catchy way of saying so.

Decide what you want your company name to imply.

Your business name is the first thing people see, and they will use it to decide whether your company is right for them. Reliable Courier Service implies that your company can be relied on to handle your customer courier needs.

On the other hand, who wants to do business with a company named Bittersweet Autos? So be very careful of the words you use in your business name. If your name implies something amiss, it could significantly harm your business prospects.

Consider avoiding these company names.

Don't use a name that limits additions to your product line or services later. Avoid names with geographical connotations. If you want to expand to a different area, it'll make a difference. If you name your business Spokane Carpet Installers and then want to expand to nearby Kennewick, it could cause problems. People may think Spokane is the only area you serve.

Come up with three company names.

Have a fallback plan. When choosing your business name, you should always choose two or three names that you like. This way, when you check your state or locality to see if the name you want is available, you'll have an alternative if it isn't.

Use trusted business acquaintances as test subjects for your name choices. They will tell you if your name choice is catchy, stands out positively, or is just another boring name.

You want your company name to stand above your competitors in a business search. The public will identify your business by the few simple words that make up your name. Make those words count.

Meet state company name requirements.

Before filing your articles of incorporation or organization, check with the state where you are starting your business to see if the name you want is available.

Most states will not allow you to use a name that is close in spelling or pronunciation to the name of a company already doing business there. Also, most states do not allow using words like bank, trust, or insurance unless you have the proper credentials to operate in one of those business fields.

All states require your business name to end with a corporate or LLC company designator, for example, Inc. or LLC.

Once you determine that the name you want is available, most states will allow you to reserve that name by paying a fee if you're not ready to file. Not all states have the same period, but it usually ranges from 60 to 120 days.

Check for trademark, service mark, or copyright issues.

You can check trademarks and service marks online through the Trademark Electronic Search System (TESS). You can check copyrights online through the US Copyright Office.

Avoid a name similar to another company's name, even if their name isn't registered. Trademark rights begin by using the name, not registering the name. Since most names are never registered, you must tread carefully.

Note: names that sound the same but you spell differently can still cause trademark conflicts.

Don't forget about your company domain name.

Another item to consider when choosing your business name is whether or not you intend to apply for a domain name. Usually, you'll want your domain name to be close to your business name. You can check domain name availability using a service like Squarespace.