“There is power in a name. It is through names that we bring all things into this world, and when they leave, it is names we carry with us, so they are never truly gone.”

Humans like to name things. We name everything from cars to roads to plants. This is because names are in their very essence much more than just words strung together- they form a part of our identity and become associated with us in a much more personal way. This also applies to business. A business name is an integral part of the identity of that business and will play a great role in shaping the direction of the business.

What is business naming?

Naming a business refers to all the steps and procedures that are taken to give a business a name that will become part of its identity. This name will influence public perception of the business, impact its marketing efforts and be used in legal documents to refer to the business. As with naming a person, when naming a business, it is expected that the business will bear that name for as long as it is in existence.

Importance of business naming for branding

A business name is central to the brand identity of that business. It is the first thing that will help people recognize the business and is the basis on which other aspects of its brand identity will rest. A logo will be created with the business name in mind, and so will the typography and even imagery. A business name is important for your brand for the following reasons:

It is the foundation of your brand identity. When you meet someone and want to get to know them, the first question you ask is “What is your name?” This is because a name is the most important aspect of a person’s identity. This is also true for a business. The name is the first thing that customers can use to identify a business.
It makes your business more memorable to people and they can then associate your name with your brand. There are people who do not know what the McDonald’s logo looks like or what their tagline or colors are, but they know the name and can associate the name with the services they render.
A name differentiates you from others. It sets you apart and gives you that distinction that is necessary to cultivate brand loyalty. If your business name is the same as others then customers cannot have the connection or bond with your business that will make them choose you and stick with you.
When you choose a business name that is unique and possible to trademark, you have legal protection. This prevents others from using your business name as their own business name.
It is a well known fact that people form emotional connections to names and most times when we know a person’s name we feel a little closer to them. A business name can help people feel closer to your business and the more they hear and use the name, the closer they feel to your business.
A business name is at the core of all marketing and advertising efforts of your business. Of course, it is impossible to advertise a thing without naming it. A good business name therefore, aids in the marketing and advertising campaigns of your business.
A great business name can make customers trust your business and this trust can lead to customer loyalty to your business.

Creating the perfect business name for your brand

The name you choose for your brand can hurt or help your brand. Choosing a unique business name can seem daunting, but the following tips can help guide you:

Determine your brand identity

Decide on what you want your brand identity to be. If you want to come up with a name that will be perfect for your brand, you need to decide on how you want your business as a whole to be viewed and perceived, both now and in the future. You should know what products or services you intend to market and what elements you intend to utilize in making sure you’re successful. This will help you choose the best name.
Seek inspiration from successful businesses

Look around you and research the most successful businesses. Study their names and try to establish a pattern by figuring out some things they all have in common with regards to their names. There are different types of business names, but the most successful businesses, though they may have chosen different types of names, have a few things in common with regards to their names that made them successful. Try to find out what they are and use that as a guide.
Define your target audience

While choosing a name for your brand, you must know who your target audience is. Knowing who you intend to sell to and target in your marketing efforts can help you choose an appropriate name that will resonate with them. If you’re a company that makes baby clothes for example, giving your company a name that is best suited for a tech company will be a very bad choice and will most likely affect your business. Knowing who your potential customers are can influence your choice of a business name.

Find out more about how to choose a business name.

Trademarking your business name

A trademark gives you exclusive right to a name, logo, tagline or even a jingle. You can trademark anything that makes your business distinct and easily recognizable. When you trademark your business name, no one else has the right to use that name except you. A trademark offers the following advantages:

You have the right to use the ® symbol, showing that your business has been registered with a national trademark office.
If someone uses your business name without your permission, you are allowed to take legal action against them.
You reserve the right to license and even sell your name if you so please.

Before registering your business name, you should ensure the following:

That your business name is distinct and bears no resemblance to the name of any other business entity.
That your business name is not offensive.
That it does not suggest a connection to any government authority.
That it does not infringe on any registered business name or trademark.
That it does not break any of the rules for business names.
That it is not a generic word or phrase.

Tips for trademarking your business name

After you have made sure that your business name is in order, you can then proceed with the process of trademarking the name. To trademark your business name, you will need to do the following:

File an application with the trademark and patent office in your country. In the US, you can file your application with the United States Patent and Trademark Office (USPTO). Make sure to monitor the status of your application and ensure that you do not miss any filing deadlines. Update your address and email address so that you can always receive current information regarding your application.
After the USPTO has received your application, a serial number is assigned to your application. An examining attorney is then assigned to review your application to make sure it complies with all the rules and meets all the requirements. This may take a few months.
If your application is denied, the examining attorney will send you a letter (office action) explaining why your application is denied. You must respond to the office action within three months, or your application will be abandoned.
If the examining attorney has no objections to your registration, they’ll approve the trademark for publication. In the United States, an approved trademark is published in the Trademark Official Gazette. After publication of your trademark, anyone who believes your trademark can damage them in any way has 30 days within which to file an opposition or request to extend the time to oppose.
Even after registering your trademark, you should monitor the status of your registration annually.
Make sure to maintain and update your address and email address.
The responsibility for protecting your rights falls on you. If someone else tries to infringe on your registered trademark, you are responsible for taking any legal action to stop the infringement.

Wrapping it up

A business name is the foundation on which all other aspects of your brand identity rests. A great business name can differentiate you from others, offer you legal protection, enhance your marketing efforts and help customers feel close to your business. When figuring out how to come up with a great business name you should determine your brand identity, seek inspiration from successful businesses and define your target audience. A great way to ensure exclusivity of your business name is by trademarking the name.

Establishing and maintaining a brand identity is critical to the success of a business. It is not something to gamble with. This is where professionals such as iBCScorp come in. With our expertise and experience in business name selection, our team of experts can take you through the process of naming a business and even help you select the best name that can make your business stand out. Give us a call today and let us help you shape a formidable brand identity.