A Guide to Choosing or Changing Them

Your business name is more than just a agen poker phrase. Here’s how to choose the right one.
While you might not expect it, naming your business might be the most difficult part of your journey as an entrepreneur. You want it to represent your brand and what it has to offer without overwhelming consumers. However, you might be spending too much time trying to find the right fit.

This is a common concern in the business.com community. Becca Richards, a business.com community member, asked: “How important is choosing the right name for your business?”

Our answer is more complicated than “very” or “not at all.” We talked to experts to provide a guideline for business owners searching for the perfect name.

Legal issues
Alexander Butterman, trademark attorney at Dunlap Bennett & Ludwig PLLC and a business.com community member, advised that business owners make certain their potential names are not already in use by similar businesses. This often requires professional help.

“A good branding agency can do a preliminary trademark search, in addition to searching for possible web domains, to make sure there will be no trademark conflicts,” said ICF-credentialed executive coach Todd Kemp, founder and principal of The NorthWise Group. “To understand the legal issues, consult with a trademark attorney.”

A trademark attorney can conduct a trademark clearance search to ensure there are no infringements, said Butterman. If you’d like to do independent research as well, he advised that you can review information from the U.S. Patent and Trademark Office and search their database of registered and applied-for names.