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What’s in a name?

 It seems so simple, naming your company. But it’s not.  This topic has been on my mind a lot lately because I am in the process of changing my own company name. Some considerations to think about in selecting a new name: 

 Your name should reflect one or preferably more of the following: 

  • The benefits you bring, 
  • Who you are,
  • What you do. (Bad choice: Smart and Final. Huh??)

Use your name as an opportunity to resonate with your target clients by reinforcing the benefits you bring. Think Business Growth is the name of a management consulting business. Alpha Careers is the name of a headhunting firm specializing in senior level executives in the financial sector.  

If you already have a strong reputation in your field, then your own name should be prominent: Hankin Patent Law.

Maybe you want the firm’s identity to be bigger than yourself—do you plan on selling it sometime down the road? If so, it may not be a good idea to tie its identity to your own name, instead tie it to what you do: Vero Law Group is a growing business law firm (Vero = ”in truth”).

A firm bearing the names of multiple partners is forgettable. Shorten it to the first two or three names, e.g., Valensi Rose or Greenberg Glusker. If you are a sole proprietor then consider adding & Associates to add substance.

A cool and trendy name might be tempting, but make sure it will stand the test of time in a decade or two. 

Then of course there are the practical considerations. Is the name you want already trademarked by someone else? The last thing you want is to spend a lot of time and money on branding only to get a “cease and desist” letter in the mail.  Also, check to make sure you can get a related domain name.  

As for me, I’ve almost finalized my new name. Stay tuned…