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321Chapter 20: Ten Questions to Ask Before You Choose a Name

ߜ Protect the name if it’s available. Register the name with your state’s
Secretary of State office. If you plan to do business across state or inter-
national borders, also consider a trademark to help prevent others from
promoting a similar name, logo, or distinctive aspect of your business.
Contact an attorney who specializes in trademark protection or visit the
U.S. Patent and Trademark Office at www.uspto.gov.

Is It Easy to Spell?

The best names have four to eight letters, look good in writing, and are spelled
just like they sound.

Avoid unusual spaces, hyphens, or symbols, aiming instead for a straightfor-
ward presentation that consumers are almost certain to spell correctly based
on guesswork alone. Be aware that names that begin with The or A are con-
fusing to find in the Yellow Pages.

And try to steer clear of clever alternate spellings (for example, Compleat for
Complete) unless you have the ad dollars to teach the market how you spell
the name.

Is It Easy to Say?

Show your name to people and ask them to read it. Do they pronounce it cor-
rectly? Is it phonetically pleasing? Do you think it will work well in normal
business conversation?

As a test, imagine a receptionist answering the phone using the name. (Good
morning, this is Greatname Consulting. May I help you?)

Be sure that the name sounds good when it is said out loud.

Is It Original?

Look up the name in your local phone book and in the phone book for the
biggest city in your state to see how many other companies have sound-alike
names.