From the desk of Amanda Rae, 17hats COO: 

Kevin Swisher has been associated with 17hats for several years now. In addition to running his own small business, Kevin wears another hat: He runs a company that names things. (Yes, there is such a thing.) I’ve asked him to share his particular expertise for our solo, service-driven small business audience.

Every small business needs a name.

Maybe you’ve already started your business, and you have a name that’s firing on all cylinders. That is fantastic.

But you could also be reading this as an entrepreneur who’s thinking about starting a new business, with a new name. Or you could be an established solopreneur who has a new product, novel service offering, or business-offshoot that needs a name. Or – and this happens, sad to say – you could be looking to rename your business if your original handle has become limiting or run into trademark trouble.

In all those scenarios, it’s worth considering some dos and don’ts when it comes to naming.

After all, the right name can act as a springboard, and the wrong name can hold your business back. When a past client refers your business to a friend or sings your praises on Facebook, she will use your company’s name to do that. And, many times, the right name segues meaningfully into the quick, 100-word “elevator speech” that you use to sell your company to prospects.

The short version? What you call your small business matters.

I can’t tell you where to find inspiration – well, I can, but that’s the subject for another blog – but I can offer you some handy rules of thumb for evaluating your name. 

To name your company after you – or not?

Before we unpack some common naming pros and cons, let’s address what many of you may be thinking:

Can’t I just name my solo small business after myself?

Absolutely, you can. In fact, that may make a world of sense, depending on your personality and your profile within your field. But here are a few things to bear in mind if you go that route:

  • You may have to imbue your company name with meaning. Unless your reputation precedes you in a field, it will fall to you to build a brand story. “John Smith Freelance Writing” may see you starting from a blank piece of paper, while “Remora Writing” lets you explain “Well, a remora is a fish that travels alongside sharks and other bigger fish, in the same way that I hover near your company, eager to help.” An intriguing name can give you a head start in branding.
  • Others may share your name. If you have never Googled yourself, be sure to do that before you name a company after yourself. You may encounter others that you don’t want appearing first in customers’ online searches. This is an extreme example, but “ashleymadison.com” is a site for married people looking to have an affair. That’s no good if you want to name your therapy practice “Ashley Madison Counseling.”
  • Consider the possible abbreviations. In addition to scanning the possible URLs and social handles associated with your name, give some thought to how you (or others) might shorten it. This is particularly tempting for three-word names, such as [First Name] [Last Name] [Occupation]. Don’t print business cards for “Wayne Taggert Florals” only to discover that clients are referring to you as WTF in reviews. Check disambiguation pages online for unknown meanings associated with the two-, three-, or four-character abbreviation of your business name.

Naming dos & don’ts

It’s hard to generalize for everyone out there, but many of these best practices and cautions apply broadly: 

  • Shorter is usually better. There are exceptions, but shorter names are easier to recall, say, and type. Also, bear in mind that “[the name you want].com” may well be spoken for, so you may have to append “bookkeeping” or “photography” or “coaching,” which will make your name (and URL) longer still in the end.
  • Is it intuitive to spell and pronounce? People aren’t spelling experts, so make their job easier for them. They need to feel confident saying your name aloud, too. 
  • Is it readable in all lowercase? Your name should be understandable when texted or Tweeted. Names that rely on tricky caps or punny spellings can be a head-scratcher in all lowercase.
  • Guard against unwelcome associations. Does the business name you have in mind auto-correct to something annoying? Or rhyme with something dirty? Consider these factors before you commit to a name. It’s worth looking up your finalist name in a few dictionaries, too, including Urban Dictionary. Better safe than sorry. Also, if your proposed name is a word that translates into foreign languages, make yourself aware of those translations before you give the sign-painter the go-ahead. 😂 
  • Don’t start out with a name that will limit you. True, today you may only help to plan bat and bar mitzvahs, but someday you may want to expand to weddings or other events. Don’t choose a name in the short term that will hold you back in year five.
  • Don’t infringe on an existing trademark. Make it a point to avoid treading on someone else’s trademark – you can get a “cease and desist” letter, at a minimum. How do you know what’s trademarked? You can start at uspto.gov, but that will only show you federally registered (not state) trademarks, and the database can be tricky to navigate. You also have to account for “common law” usage, which is when someone has used a name without registering it – that still lets them argue for some protected ownership, depending on where, and for how long, they’ve been using the name. My best advice? When in doubt, consult with a lawyer, or an expert in the field. There are trademark database companies online that will assist you in your search for a fee.

Stress-test your proposed name

If you are naming – or renaming – something, give it the forethought it deserves. Look at your potential name critically, and consider the dos and don’t above. It never hurts to ask a trusted colleague to help you troubleshoot a potential name as well.

Vetting your name beforehand will let you introduce your brand with confidence, knowing that you are putting your best foot forward.

Want to learn more about naming?

Read the second blog in this series, covering naming inspiration and memorability strategies. See post here.

The preceding is for informational purposes only, and should not be considered as legal advice.
Kevin Swisher oversees Flying Start Naming & Verbal Identity, based in Dallas.