No matter its inspiration, your business' name will frame its identity. Naming your business is one of the many ways to build your brand awareness. The significance of choosing a name can sometimes be a tricky undertaking. It’s a good idea to keep alternatives in mind during your selection process. (And don't forget to Be Prepared for the Retail Recovery!) In the case you are having some trouble selecting a business name, consider these simple tips:
Picture how your potential name will:
- Look (on advertisements, business cards, with a logo)
- Sound ( it has to be easy to pronounce)
- Be remembered (connotations the name may incite)
- Distinguish you from competitors ( always avoid trademark infringements)
Other things you may want to avoid when naming your business :
Profanities, abbreviations, embarrassing spellings and potentially offensive undertones. Also avoid implied associations with organizations or people your retail business is not connected with.
After you picked and decided on the name of your business , you'll want to ensure that it's secure and protected. You have to be aware that laws can vary from state to state. This is why you should always check to comply with regional policies with your state Secretary of State.
Availability of Proposed Names
You need to set aside some time to research your proposed names. This is important since a business can establish a trademark simply by operating under a given name, hence you have to be diligent when checking both registered and unregistered trademarks. An easy and fast way to do that, is to do an Internet search using a search engine (like Yahoo or Google ).
By ruling out existing businesses with similar names and/or services, and internet search can save you time, energy, and money. After you’re done with that, you should search various databases that pertain to your businesses’ structure.
Understanding Trademarks
Basically, a trademarked name means that that name will only be used by the company that registered it, and any other use of the name by other companies or persons is under the penalty of the trademark law. So be cautious no to violate the trademark law, since if you do you will have to pay monetary reparations and also change your business name. Try to prevent any of the above by researching and selecting a name that’s legally available.
Name Databases
In order to confirm the name availability, also have your country clerk’s office to check it in the list of fictitious/assumed manes, if this is available in your state. Needless to say, if your proposed name is already in use, discard it from your list.
For better results when looking for your business’ name consult multiple databases. The Thomas Register (available online) is a free, unregistered trademark database you should use. You can find federally registered trademarks on the U.S. Patent and Trademark Office's database.
Considering Your Results
It’s possible to find the name you want for your retail business already taken. You can still use the name but only if your business and the existing business offer different goods/services and/or are located in different regions.
Nevertheless it’s always wide to avoid naming your business after a prominent existing trademark or any trademarks that are indistinguishable to your proposed name that provide the same goods/services, since this is a violation of the trademark law. Always remember that federally registered trademarks are protected all across the United States.
Registrations
The road to name you business was long, but it’s not over yet. Once you cleared your proposed name, the next thing to do is to register it. There are also optional registrations available to business owners that will ensure legal name protection.
Required Registrations
You can either name your business after your personal name, of you can use a fictitious name. This registrations are also named DBA meaning “doing business as”. This registration differs from state to state. It can be usually obtained from a state agency or a city/country clerk’s office.
Optional Registrations
You can register for a trademark, though it’s not required. However this provides your businesses’ name with more protection Just as you could not infringe on a trade name in your selection process, you would be offered the same protection against potential competitors.