What’s in a name? That which we call a rose by any other name would smell as sweet.” Or, so Juliet believes. In the real world, people make snap judgements based on the first observations that they make. Your business name is likely to be the first thing that a prospective customer hears about your company, before any understanding of your business is conveyed. In internet searches, the first thing that will be noticed – immediately after the headline – will be the name of the website that published the article.

It is common knowledge that branding is a strong part of marketing. In today’s online world, your brand is what allows for your company to be unique among a sea of competitors. It’s crucial for an entrepreneur to be aware that a business name will be a part of your brand. Many successful start up companies chose to go with a name that is simple to establish a feeling of familiarity. Cozy words are easier to establish a warm mental connection with compared to something more exotic, no matter how unique it sounds.

Every Rose Has Its Thorn

The word “rose” elicits images of a budding flower that indeed smells sweet. Thorns are the next associated aspect of a rose. However, a business with the word “thorn” in the title will be more likely to induce feelings of aggression rather than feelings of passion. A flower shop named “Rose’s Roses, LLC” will come across as more warm than if the same store was named “Rose’s Thorns, LLC,” which may work better for a company selling security.

Size Matters

People will abbreviate long names of businesses. There are many law firms with the last names of multiple partners. “The Law Offices of John Doe, Jane Doe, & Sloppy Joe, PLC” will be referred to as “Doe, Doe, and Joe” in conversation, and their website name will likely follow suit. Customers are not impressed with lengthy, wordy business names. Something concise is easier to remember, easier to find, and not as likely to be glossed over in an internet search. Less is more.

Utility

Choosing a name that can be associated with your goods and services will make branding much more natural. A simple name that features your business product will offer better representation of your company as well as your brand. It can also concentrate your online presence to your brand.

Trademark and Intellectual Property

Choosing a unique name that is simple enough can make an impact on your business dealings. If you can trademark your business name, it’ll help you be able to ensure that your name goes with your services in your online presence. When hearing the words “Apple product”, nobody thinks about applesauce.

Target Customers Over Competitors

Every industry has its own jargon. People who work within that industry understand the language nuances in ways that customers may not. Almost everybody is a customer at a hospital, but only the staff are invested in medical terminology. When you create a name, product, and a brand, it is more important that a layman seeking your services understand your name than it is for industry insiders to do so. Those insiders are most likely your competitors; you’re not trying to win them over.

Forming a business is akin to constructing a watch. A watch only works if every cog, no matter how little, is doing as intended. The cogs of a business include the type of business entity you form (proprietorship or incorporation), what type of incorporation selected (LLC, S Corp, and C Corp), and the company name. We can help you with these types of cogs. When you decide that you are ready to take that first step, you can contact us for assistance. If you’ve already chosen a dynamite name for your start up, get started on your business formation with our online registration form.