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323Chapter 20: Ten Questions to Ask Before You Choose a Name

Be careful about names that tie you to a specific geographic area or product
offering, and especially be careful about names that include faddish buzz-
words that can get stuck in time.

Are You Ready to Commit to the Name?

Once you settle on a name and determine that people can spell it, say it,
remember it, and relate well to it (even in other cultures), you’re ready to
take the following steps:

1. Register the name in your state, file for a trademark if you choose to,
and secure the domain name if you can.

2. Create a professional logo to serve as the face of your name.
3. Make a list of every place that your name and logo will appear (see

the “Impression Points” in Chapter 6) to use as you plan your name
introduction.
4. Look for new ways to advance your name — on uniforms, apparel, sig-
nage, and other items that increase name awareness.

If you’re changing your name, budget to replace all items that carry your old
identity. Also, plan to fund new communications to inform your customers,
prospects, suppliers, colleagues, and friends about the reasons behind your
new name.

Don’t be two-faced by trying to use up your old materials while also introduc-
ing the new ones. Make a clean break.