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Your Name Here

Create the perfect name for your company with these six steps.

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This story appears in the May 2004 issue of Start Up.

Naming your business can be a difficult task no matter how creative you are. Burt Alper, co-founder of Catchword, a marketing company in Oakland, California, that specializes in branding, has been an expert in naming products and companies for almost a decade. Here are six steps Alper believes every entrepreneur should follow when choosing a business name:

  • Step 1: Identify who has a vote. Everybody involved in your startup has an opinion and will want to participate in the naming process. Leave the decision in the hands of those who know the business best.
  • Step 2: Know yourself. Understand the essence of your company. Find a hook-something that's compelling about who you are-and build on that from a vocabulary perspective.

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