{"id":4102,"date":"2012-12-01T09:00:53","date_gmt":"2012-12-01T14:00:53","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=4102"},"modified":"2018-10-18T20:13:57","modified_gmt":"2018-10-18T20:13:57","slug":"considerations-for-choosing-your-small-business-name","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/brand-naming\/considerations-for-choosing-your-small-business-name\/","title":{"rendered":"Considerations for Choosing Your Small Business Name"},"content":{"rendered":"

This is a\u00a0guest post\u00a0<\/a><\/strong><\/a>submitted by Sarah Levy of Merchant Express. Visit the\u00a0Merchant Express Resource Center<\/a><\/strong>\u00a0<\/a>for more great small business resources.<\/em>\"\"<\/a><\/p>\n

What\u2019s in a name? When it\u2019s the name of your small business, there\u2019s a lot riding on getting it right. There was a time when all you had to do was choose a moniker that reflected the products or services your business provides \u2014 Ahab\u2019s Fish Shack, for example, or Betty\u2019s Yarn Barn. But today, with the emergence of brands and marketing, the Internet and social media, a little more reflection and homework is in order.<\/p>\n

Choosing the Right Name<\/h3>\n

Ideally, you will choose the name that most closely reflects your brand identity. Brand (derived from branding, as in cattle) is defined as a name, term, design, symbol or other feature that identifies one seller’s goods or services as being distinct from those of other sellers. Think of your brand as the personality that identifies your business. Your brand identity is the outward expression of your brand.<\/p>\n

[sc:optin]<\/p>\n

When choosing a name for your small business, consider not only how it will sound but how it will look on a sign, on the web, in social media and as part of your logo. Obviously, it needs to be long enough to convey your brand but not so long as to become an impediment to the applications listed.<\/p>\n

Make sure it reflects your business philosophy and culture, and that it appeals to your target market. Does it truly \u201cfit\u201d your business, or is it too formal (or not formal enough?) It should be unique enough to be memorable and lend itself to being featured in a variety of settings.<\/p>\n

Trademark the Name<\/h3>\n

A trademark is a brand name. Once you\u2019ve settled on a name (or two or three), you must check to make sure it (or a close variation) is not already trademarked. Learn everything you need to know about trademarks on the U.S. Patent and Trademark Office\u2019s (USPTO) website.<\/a><\/strong> Not only does it provide basic information about trademarks, but it also allows you to search trademarks, file forms online, check their status and view documents.<\/p>\n

\u201cAlthough not required, most applicants use private trademark attorneys for legal advice regarding use of their trademark, filing an application, and the likelihood of success in the registration process, since not all applications proceed to registration,\u201d according to the USPTO site. \u201cA private trademark attorney (not associated with the USPTO) may help you avoid many potential pitfalls.\u201d<\/p>\n

Filing for a trademark costs less than $300. Applications are accepted online through the Trademark Electronic Application System (TEAS).<\/p>\n

Federal registration of a mark is not mandatory, but it does have its advantages, primary of which is the protection of your rights. Other benefits include:<\/p>\n