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What's in a Name? Tips for naming—or renaming—your business By Tracy Allen NAMING A BUSINESS CAN BE ABOUT as nerve-racking as naming a child—maybe more so. There's no new-business name that can be handed down from an admired grandparent, a favorite Survivor cast member, or pop star to tie your professional identity to. Your business is all you, asking the world to like you enough to spend its expendable income to support you and your dreams. You obviously don't want a name that's hard to pronounce, easy to forget, too generic, or similar to others', or that doesn't quite communicate who you are. Some people believe the best names are abstract, a blank canvas on which to apply an image, while others think they should be directly informative so customers know immediately what your business is. Some are partial to coined names (which come from made-up words) over those that use concrete terminology, while others say made-up names are forgettable. And while a clever, appropriate name can impress, an overly obvious one communicates a lack of enthusiasm for your venture. With so many possible endpoints—abstract, direct, coined, or plain English— there's no secret formula for naming a business. So start simple by making a list of words—nouns, verbs, adjectives—that you want your business to communicate. The list should reinforce the key elements and personality of your business, fitting your quirky, creative, or professional style. G et to t he p o in t , w it h p u rp o se . Just as you make your signature coffee drinks with skill, efficiency, and a smile, your business name should please you and your customers—without appearing to try too hard. Thus, beware the pun. Coffee-business names are on par with hair salons in this regard; from "Bean There Done That" to "Do or Dye," the possibilities are endless. Just be sure your joke is relevant, 78 barista magazine and that it's not one you and your customers will tire of telling. Whether you're making a joke or not, be brief. Studies show that brevity lends itself to memorability. Also, in our digital-ad age, short names sell. Google AdWords allows just 25 characters, so if your business name is longer you'll have to abbreviate it if you advertise there. Even if you don't plan to use AdWords initially, consider planning for it; it's one of the most cost-effective marketing methods around. If you really need a long business name, ensure that it's easy to pronounce and hard to forget. G e t in v ent iv e. As soon as you start researching business names, you'll notice that just about every existing word has been trademarked. Hence, coining a name is a popular alternative. Names like Acura and Gizmodo didn't exist before they became beacons of successful companies. Both imply positive character traits—Acura suggests precision engineering and Gizmodo is a playful nod to technophiles. If you can't think of an entirely new word that resonates, combine two words or concepts, such as with ItaliTour, a company that offers travel packages to Italy. Let other businesses settle for simple names and allow yours to live outside stale parameters. H a sh i t out . Be wary of double consonants or double vowels, particularly when one word ends with the same letter as the next commences; people regularly miss one of these letters when typing them. Also, translate your proposed business name into any languages that are likely to apply in countries where you may be doing business. Many international brands have been surprised when their name either cannot be pronounced, or worse, has a meaning in another tongue that is totally different or even offensive. Even the seemingly innocuous Puffs tissues can't get a break; in German, "puffs" is a colloquial term for "whorehouse." Same thing with the practi- cally ubiquitous "Got Milk?" slogan, which, translated into Spanish, essentially asks, "Are you lactating?" Since all business lives on the Internet, your business name should include key words that reflect what your business does. Kee p y ou r op tio ns o pen . This doesn't mean you'll be changing your name anytime soon (more on this later). But if you even dream of expanding at a later date, consider not including your city or region in your business name. Sometimes it works, if you're exporting a part of your local culture to other regions that people will immediately recognize, as with New York Bagels or Seattle's Best. But more often, it's limiting. No one in L.A. wants to ponder why coffee from Tallahassee is (or isn't) a premium product. And while you want to be specific about what you offer, don't necessarily add "shop" or "café" to your business name, in case you want to expand to roasting, catering, or whatnot. Con s ide r ex pe rt h el p. If you've got cash to throw at a name (anywhere from $2,000 to $40,000, very roughly), you might consider consulting an expert. Marketing folks and professional naming firms have elaborate systems for creating new names and they know their way around the trademark laws. They can advise you against bad name choices and explain why others are good. Te s t y our nam e. Recall your initial criteria. Which name(s) best fit(s) your objectives and most accurately describe(s) the brand image you have in mind? You may arrive at a final decision by going with your gut, surveying friends, or by doing consumer research. Read each name aloud, paying attention to the way it sounds so you can determine if they roll off the tongue or ties it up. After much deliberation, hopefully you'll end up with three to five names that pass all your tests. Now comes due diligence: