Guide to Naming a Business

Delegate name duties

If you can spare a few thousand dollars from your startup budget, you might consider hiring a naming firm to help you choose a memorable name, design a workable logo and navigate complex naming laws.

I recommend: Approach naming firms such as ABC Namebank and NameLab for help in choosing the right moniker, or find a complete listing of professional name consultants in the Yahoo! Small Business Directory.

Conduct a ‘name-storm'

When brainstorming ideas for a company name, you should look for inspiration in the dictionary or in the newspaper, or within your business plan. Name-creation software can broaden your choices. Develop a list of at least 10 potential names.

I recommend: Learn what's behind the best business names when you download The Naming Guide, free from brand consultant Igor International. Buy naming software or an online consultation from Namexpress.

Choose a name

As you whittle your list of potential names down to a favorite, look for choices that are meaningful and have strong branding opportunities due to their memorable qualities. The strongest names are short, simple and descriptive.

I recommend: Bounce ideas off of fellow entrepreneurs at Business Owners' Idea Café name forum.

Hunt for trademarks

A good name is no good, really, if you can't legally use it. Make sure no one else has claimed your chosen name by performing a trademark search.

I recommend: Search all state and federal trademark registers at the U.S. Patent and Trademark Office.

Decide your business structure

If you plan to incorporate, you must make sure your name — trademarked or not — is not in use by another corporation. If you are a sole proprietor, you should know that many states require you to use your own name as a business name.

I recommend: Explore the legal requirements of naming your business, based upon its structure, at the Business Owner's Toolkit.

Secure your domain name

Every business needs its own Web site. And just like the name of your company, its Web address should be relevant, memorable and, of course, available.

I recommend: Search and register for available domain names at GoDaddy.com, Register.com or MyDomain.com.

Register your name and trademark

Once you've selected a winner, you should register your new business name — known as a trade name, a fictitious name or a DBA (for "doing business as") — in order to formally and legally claim it.

I recommend: File your trade name with your state's Secretary of State's Office or, for national protection, file a trademark with the U.S. Patent and Trademark Office.