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Choosing a Powerful Name for Your Company - Part 2

Once you’ve thought about these things, take a moment to simply brainstorm some name possibilities. Think of at least ten, and try to make them all fit in with the considerations above. If you’ve found a common element to those names you came up with, see if you cannot follow in kind with some of your own names. Do not try to sit down and make this all at one time. Keep a scratch pad by your bed or on your desk and return to it anytime you happen to think of a good name to add to the list. Do not stretch the task over the next year by any means, but it will be good to leave your mind free to think about names and associate your task with different things.

After you filled out your list, it is time to start crossing off the ones that will not function and supply a final list of two or three from which to choose. One criteria for keeping or discarding is whether or not the name is too specific. For instance, if your business will be selling printer ink, you may not want to name your company Ink, inc., even though it is creative and catchy (and incorporates the hard K sound found in those businesses we brought up before). But what if a few years down the road you want to start selling a hundred other office products. Now, it may not be the worst reputation, even then, but you don’t want to paint yourself into a corner.

After you’ve narrowed the list, go with your gut. Choose the name you personally like the best and go with it, no matter what anyone else says. After all, in the end it’s your business, not your friends or family’s. If you like it, live with it. It’s your new trade name.

Cherie Ang
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Choosing a Powerful Name for Your Company

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