Check and Select the Greatest Identify for Your Enterprise

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The next excerpt is from Brad Flowers’s The Naming E book. Purchase it now from Amazon | Barnes & Noble | IndieBound or click on right here to purchase it instantly from us and SAVE 60% on this e-book once you use code MARKET2021 by 4/24/21.

When beta testing your , my first inclination is to say “Don’t.” Be assured. Persist with your selection. However that’s exhausting to do. You’ve possible by no means named an organization earlier than and can need some assurance that you simply aren’t completely loopy.

However some methods of getting suggestions are higher than others. Right here’s the way to arrange a check on your identify finalists.

Create a Deck

Utilizing presentation software program, discover a picture that’s related to your trade. Place the picture within the background of the slide and make it darker so the phrase can be clearly legible when considered in white textual content. The picture will make the phrase really feel extra like a identify and fewer like a phrase on a display screen. Folks should be capable to think about the identify as one thing that stands for an organization, not only a phrase on paper. I’d use the identical picture on every slide to make sure your group is responding to the phrase and never the picture. Then create two slides for every identify utilizing two totally different fonts. For the primary slide, use Helvetica. For the second, use Instances New Roman.

Run a

Collect a small focus group. The perfect group can have a broad cross-section of individuals. Ideally, they’d be potential clients, however that is perhaps logistically tough. The primary factor is to make sure you have a variety of individuals, from those that know quite a bit about language to those that have a reasonably low literacy stage. By that, I imply individuals who don’t learn a lot or suppose critically about language. (This can be straightforward as a result of that’s the vast majority of folks.) This type of group gives you precious perception into how very totally different folks will reply to your potential names. One particular person’s “I find it irresistible!” is another person’s “No manner. I don’t get it.”

Give your focus group 30 seconds with every slide, or a complete of 60 seconds per identify. Have them price every identify from 1 to 10. Additionally ask them to jot down just a few preliminary impressions. Then return by and inform them just a few sentences concerning the again story to every identify. Have them notice down whether or not understanding what the identify means makes their response roughly favorable. It will inform you if an origin story will assist the identify or harm it.

Tally up the outcomes. This data shouldn’t make the choice for you, however it is going to inform you how some folks would possibly reply to your identify. Right here’s a phrase of warning from Alexandra Watkins in her e-book Whats up, My Identify Is Superior: “As a result of language belongs to all of us, most individuals really feel very certified to touch upon it. What’s difficult is that we’re not excellent at drawing the road as to which bits of linguistic remark require specialist data and which don’t.” In different phrases, hearken to what folks say concerning the identify, however keep in mind that they’re not consultants. Typically folks really feel obligated to offer their opinion when requested, even when they haven’t any data base for making that judgment.

Decide Simply One

After eliminating some names with the above standards and testing the remaining names along with your focus group, you need to now have fewer than 5 names in your checklist. Listed below are just a few concrete methods to slim your checklist down much more and decide which identify is your best option for you.

State Enterprise Identify Search

Go to your secretary of state’s web site to see if the identify is already registered in your state. There’s more likely to be some competitors for a lot of names. You might have to have the ability to register your identify with the state to do enterprise there, so the extent of competitors will enable you remove a few of your decisions. Ensuring no different enterprise has your actual identify is essential; nonetheless, you’ll possible discover names which might be related or that use some components of your proposed identify. For instance, you would possibly discover an Acme Enterprise Options. That doesn’t prohibit you from registering Acme Swimming pools as a enterprise identify.


At this level, you aren’t truly registering any names. You’re merely utilizing the state enterprise identify search instrument to whittle down your shortlist of names. You’ll possible be capable to remove a number of names as a result of they’re too much like one other identify in your state and in your trade.

Fundamental Market Analysis

Subsequent, do some Google searches to examine for direct opponents with the identical or related names. Attempt trying by geography. For instance, when you needed to begin an athletic shoe firm within the Pacific Northwest referred to as (clearly not a good suggestion), you would seek for “Nike Portland.” Or you’ll be able to search by sort of enterprise: “Nike Athletic Footwear.” Or “Nike trainers.”

You are able to do related searches on platforms. Generally worldwide corporations that you simply might need missed elsewhere will present up there. Once more, this isn’t a definitive strategy to selecting one identify. These easy steps will remove any apparent, obtrusive points that may come up, resembling one other firm by the identical or related identify in the identical or a associated trade. You gained’t catch the whole lot with these searches, however don’t fear—the following step will get something you missed.


The subsequent step is to run your finalists by a search. You’ll want to know if there’s somebody on the market who already has and can defend the identify you need to use. The simplest place to do that is on the U.S. Patent and Trademark Workplace’s web site ( This isn’t an alternative choice to making use of on your personal trademark—at this level, you’re simply making an attempt to remove names which might be already trademarked by another person.

Ultimately, it comes all the way down to a tough resolution. With all the standards, care, and approach on this planet, you continue to can’t predict whether or not your clients will get it, find it irresistible, or simply ignore it. You possibly can put your finest foot ahead, although. And this course of is oriented towards that objective.

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