Power Of Attorney

What's In A Name?

Six things to think about when naming your business:

1. What do you want your name to communicate? Start by deciding exactly what your business is. Your name should reinforce key elements of the business. If your business is an upscale boutique, the name should convey that.

2. Should your name be meaningful, a made-up name or a series of initials? Many experts say the more your name tells a consumer, the less you have to explain what your business is. Words that are meaningful to consumers will more likely stick in their minds. But adding a geographic location to a name can limit your possible markets. Would the name Los Angeles Disk Drives mean anything to consumers in Chicago?

3. Should your name be descriptive or suggestive? Descriptive names tell something concrete about a business--what it does or where it is. Suggestive names are more abstract, focusing on what the business is all about.

4. Take a good look at the competition. What approach have they taken to naming their businesses? How does the name you've chosen distinguish your business from theirs?

5. Thinking about taking your business global or marketing in a multilingual area? Make absolutely sure that your chosen name doesn't have any negative connotations in other languages.

6. If you're planning to advertise in a telephone directory, consider choosing a name that is close to the beginning of the alphabet.

Contact Source

Popeney, Lebetsamer & Grange, 1500 Crenshaw Blvd., #200, Torrance, CA 90501, (310) 320-2333

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This article was originally published in the February 1998 print edition of Entrepreneur with the headline: Power Of Attorney.

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