April 27, 2020 6 min checked out Viewpoints revealed by Business owner contributors are their own.

The following excerpt is from Brad Flowers’s The Naming Book. & Buy it now from Amazon |

Barnes & Noble | IndieBound When beta testing your business name, my very first inclination is to say” Don’t. “Be positive. Stick to your option. That’s difficult to do. You’ve likely never named a business previously and will desire some guarantee that you aren’t absolutely insane.

Some ways of getting feedback are better than others. Here’s how to establish a test for your name finalists.

Develop a Deck

Using presentation software application, find a picture that relates to your market. When seen in white text, place the image in the background of the slide and make it darker so the word will be clearly clear. The image will make the word feel more like a brand and less like a word on a screen. People should be able to picture the name as something that stands for a business, not simply a word on paper. I ‘d use the very same image on each slide to guarantee your group is reacting to the word and not the image. Create 2 slides for each name using two various font styles. For the first slide, usage Helvetica. For the 2nd, utilize Times New Roman.

Run a Focus Group

Collect a small focus group. The very best group will have a broad cross-section of people. Ideally, they ‘d be potential clients, however that may be logistically tough. The main point is to guarantee you have a variety of individuals, from those who know a lot about language to those who have a relatively low literacy level. By that, I imply people who don’t read much or think critically about language. (This will be easy since that’s the majority of people.) This type of group will offer you important insight into how extremely various individuals will react to your possible names. One person’s “I like it!” is somebody else’s “No chance. I don’t get it.”

Provide your focus group 30 seconds with each slide, or an overall of one minute per name. Have them rate each name from 1 to 10. Likewise inquire to take down a couple of preliminary impressions. Then return through and inform them a couple of sentences about the back story to each name. Have them note down whether understanding what the name means makes their response basically beneficial. This will tell you if an origin story will help the name or harm it.

Tally up the results. This information should not decide for you, but it will inform you how some individuals might react to your name. Here’s a word of caution from Alexandra Watkins in her book Hi, My Call Is Remarkable: “Because language belongs to all of us, most people feel very certified to comment on it. What’s tricky is that we’re not great at fixing a limit as to which bits of linguistic remark need specialist understanding and which do not.” Simply put, listen to what individuals state about the name, however keep in mind that they’re not experts. Frequently individuals feel bound to offer their opinion when asked, even if they have no knowledge base for making that judgment.

How to Choose Simply One

After getting rid of some names with the above requirements and evaluating the staying names with your focus group, you ought to now have fewer than 5 names on your list. Here are a couple of concrete ways to narrow your note down much more and identify which name is the very best option for you.

State Service Name Browse

Go to your secretary of state’s site to see if the name is already registered in your state. There’s likely to be some competition for lots of names. You need to be able to register your name with the state to do organisation there, so the level of competitors will assist you eliminate some of your options. Making certain no other organisation has your specific name is very important; however, you’ll likely discover names that are similar or that utilize some parts of your proposed name. You may find an Acme Business Solutions. That does not forbid you from signing up Acme Pools as an organisation name.

At this point, you aren’t actually signing up any names. You’re simply using the state business name search tool to trim your shortlist of names. You’ll likely be able to get rid of several names since they’re too comparable to another name in your state and in your industry.

Fundamental Marketing Research

Next, do some Google searches to look for direct rivals with the exact same or similar names. Try looking by location. If you desired to start an athletic shoe business in the Pacific Northwest called Nike (obviously not a good idea), you could browse for “Nike Portland.” Or you can browse by type of service: “Nike Athletic Shoes.” Or “Nike running shoes.”

You can do comparable searches on social media platforms. Often global business that you might have missed somewhere else will show up there. Once again, this isn’t a conclusive approach to picking one name. These simple actions will remove any obvious, glaring problems that may turn up, such as another business by the same or comparable name in the exact same or a related industry. You will not capture whatever with these searches, but don’t stress– the next action will get anything you missed out on.


The next action is to run your finalists through a hallmark search. You require to understand if there’s somebody out there who already has and will protect the name you want to utilize. The easiest location to do this is at the U.S. Patent and Hallmark Workplace’s site (https://www.uspto.gov/). This isn’t a substitute for applying for your own trademark– at this moment, you’re just trying to get rid of names that are currently trademarked by another person.

In the end, it comes down to a tough decision. With all the requirements, care, and strategy on the planet, you still can’t predict whether your clients will get it, like it, or just disregard it. You can put your best foot forward. And this procedure is oriented toward that objective.

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.