How to choose the right business name

After brainstorming and name development comes the question: Which name idea is the best choice? How do I choose the right name? We'll tell you what to look for when choosing your business name.

Lots of name ideas - which one is the right one?

The right choice for business namesYou did a lot of brainstorming and fueled your imagination and creativity. You developed plenty of name ideas for your new business (if that's not the case, have a look here). The question you're facing now: How do you choose the best name for your business?

Let us remind you to take plenty of time over this step. You're already close to the finish line, and a hasty decision now could be devastating. We will show you which aspects you should consider when making your choice, and what questions you should ask.

Selection process for your business names

Don't dismay when you see the following list of questions and remember that a name can't and won't always meet all of your criteria - but it has to fulfill your individual needs.

Tip: make a table listing all criteria and rate each of your shortlisted business name ideas. This gives you a good overview of your options and helps you sort your choices before deciding on the correct name.

We'll distinguish between quantitative and qualitative criteria for the selection of the right business name in the next two sections.

Quantitative criteria for the selection of business names

• You can quickly get the results for all quantitative criteria for your business names with NameRobot's tools via the Control Center. You get tangible numbers which allow you to compare your name ideas with each other immediately. Here you can create a ranking of your names both quickly and easily. You only have to decide how important each criterion is to you.

• Is the name idea (or a similar name) already registered as a trademark? Check all trademark databases necessary for your protection area. The Trademark Check makes this process easier.

• Are there still top-level domains available for your name idea? Do you just need national or international domains too? The Domain Check gives you concise information on domain availability.

• Is the name is already used on the internet? How many results are found for your name idea on Google other search engines? The fewer the better! The Search Engine Check reveals them.

• Does the name already exist as profile name on the social networks? Don't just check Facebook and Twitter, check other portals too. The Social Check provides fast information.

Qualitative criteria for the selection of business names

Qualitative criteria for business names require your special attention. You cannot reduce these criteria to numbers alone, you need to evaluate them manually with a mixture of linguistic intuition, knowledge and common sense.

• Does the name elicit positive associations? Don't just ask yourself, but consult as many other people as possible.

• Is the name easy to pronounce? Does it sound good? Is it easy to understand on the phone or radio advertising?

• Can the name also be used internationally? Does the name mean something negative in another language? Think of Clairol's curling iron called 'Mist Stick', which flopped in Germany because 'Mist' is the German word for 'dung'...

• Is the length of the name appropriate? Is it short enough so that it can be recognized at a glance? Also remember fairs, posters, typing it into the browser's address bar, etc.!

• Is the typeface easy to set up as a logo? Consult with a graphic designer who can alert you to potential pitfalls.

• Is the name original, easy to remember and does it match your corporate philosophy?

• Is the name timeless, or did you unconsciously fall into a 'me-too' trap because your name sounds like countless other companies?

To answer these questions it is advisable to gather as many opinions as possible.

Tip: if you mention the name at the beginning of a conversation, tell the people you're talking to a little about the project, and afterwards ask for the project's name. Can your interlocutors still remember it? If they can, that's a good sign!

Finishing your business name selection

Have you answered all the questions? Then go through your list now and compare how your name ideas ranked. A favorite has probably already emerged during the evaluation. Choose the name that performed best - and make sure that it's one of the names that you also really like personally.

After choosing a name, you should have it checked by a specialized lawyer, even if you have done thorough checks yourself! A lawyer will address questions such as:

• Can your name idea be protected as a trademark?
• Does your business name infringe any older rights?
• Is the name misleading and thus not allowed, because it contains, for example, "Institute...", "National...", or "Bank..."? Regulations differ from country to country.

After deciding on a business name

Once you have decided on a name, don't forget to:

• Apply for trademark protection in all desired areas.
• Secure social media profiles, even if you do not want to be active there, so no one can screw around with your new name.
• Set up your business - Use a step by step guide to make sure you don’t miss a trick.

By the way: Do not throw away discarded name ideas from the naming process. Who knows, you may soon need a name for a secondary product, a branch, or another project. A name is worth a thousand words.

Check your name ideas now in the Control Center!
Originally published at namerobot.com.