Company name

The name by which people know your business. Different from your dba--which is the legal name you register for your business, this is the name you'd use to advertise and sell your products and services.

Choosing a name for a company can be the first step in developing a new identity for the business and establishing a new image. It's the first impression the public will have of your growing company. Today, coming up with a good business name is more difficult than ever because many of the best names have already been trademarked. It is not easy to choose your business or brand name.

How to choose a business name?

Choose a name that appeals not only to you but also to the kind of customers you're trying to attract. To get customers to respond to your business on an emotional level, choose a comforting or familiar name that conjures up pleasant memories. Stay away from cute puns that only you understand.

Your name can’t be the same as another registered company’s name.

What to avoid?

If your name is too similar to another company’s name you may have to change it if someone makes a complaint.

Avoid unusual spellings. Avoid picking names that don’t allow your business to move around or add to its product line. Don't pick a name that's long or confusing.

Example

Name changes may also be necessary when conflicts arise with names of other companies in the field as you expand into new markets. eBay founder Pierre Omidyar originally called his online auction service Auction Web. Later, trying to come up with something catchier, he picked Echo Bay. When he tried to register the name for his website, however, he found that echobay.com was already taken. Omidyar picked eBay from a list of available URLs that were similar to Echo Bay.