The Accidental Entrepreneur: 50 Things I Wish Someone Had Told Me about Starting a Business

By Susan Urquhart-Brown | Go to book overview
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CHAPTER3
TAKING CARE
OF BUSINESS

A Name That Grows with
Your Business
“WHAT’S IN A NAME?” A great deal when it comes to the word or phrase that characterizes and brands your business. Naming your business is both exciting and difficult. The name you choose for your business creates the image of your company. Always think about how your business will be perceived by others—customers, vendors, competitors, and the rest of the business community. You want to be taken seriously in the marketplace. How do you name your business? If you have developed your own business, the choice is yours. You want to choose a name that reflects both the essence of your business and you. If you have purchased a franchise, the decision has already been made for you. And if you have bought an existing business, you may decide to change its name. However, research this carefully so that you don’t lose market share because of a name change.

10 “Always think about how your
business will be perceived by
others—customers, vendors,
competitors, and the rest of
the business community.”

No matter what type of business you’re naming, consider these four points:
1. Make sure the name fits your business. You want customers to clearly understand what product or service you offer. For example, “JRG Associates” might indicate that the business involves consultants, but does not reveal what type of consulting the company offers. “Don

-33-

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