URL: http://www.entrepreneur.com/marketing/marketingcolumnistkimtgordon/article22986.html

Q: How do you go about changing the name of a business after you buy it? The food establishment we're going to purchase is a bar now, but we're going to serve a full menu. Does that involve more?

A: When you acquire a new business, it's only natural to want to put your own individual stamp on it and that may include giving it a brand-new name. But before you take such a major step, make sure you're not throwing away something of great value.

Name recognition is one the most vital components of success for any restaurant. It's built up over many months and years through advertising, public relations and (when all goes well) positive word-of-mouth. Since you're buying the bar and turning it into a full-service restaurant, it's clear the former owners were unable to make the operation a complete success. Even so, if the establishment has built up strong neighborhood ties over the years or is in an historic area, you may want to add to the name (maybe the word "cafe" or "grill" following the existing name) rather than change it. If you choose to change the name because you feel it has little intrinsic value, the attorney who handles your incorporation or purchase should also be able to handle registration of your business's new name.

To publicize your expansion and acquisition of the restaurant, make it your mission to gain maximum exposure for the new name. From grand opening public relations events and traditional advertising to ads on taxi-tops-pull out all the stops when it comes to spreading the word, and make sure all the right people hear, see and remember your restaurant's new name

Kim T. Gordon is one of the country's foremost experts on entrepreneurial success. A multifaceted speaker, author, media spokesperson and marketing expert, she has helped thousands increase their business success. Her newest book, Bringing Home the Business: The 30 Truths Every Home Business Owner Must Know (Perigee, $13.95, http://www.smallbusinessnow.com/books.htm), contains straightforward truths about successfully marketing a homebased business, combined with expert, step-by-step information to help readers increase their incomes and create the lifestyles they've always wanted. There's also important guidance for work-at-home spouses and parents on living and working successfully under the same roof. By reading just one "truth" per day, in 30 days, readers will master a complete course on homebased business success. (Read an excerpt at http://www.smallbusinessnow.com.)

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The opinions expressed in this column are those of the author, not of Entrepreneur.com. All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant.