Skip to main content
How to Choose a Business Name:
Part Three – Know Your Message/Personality

Welcome to part 3 of a 4 part series about
how to choose a business name.

Here's the schedule:

3/12: Know Your Industry
3/19: Know Your Customers
• 3/26: Know Your Message/Personality

• 4/2: Know if the Name is Available


While the concept of The Message and The Personality of a business are slightly different, there are enough commonalities to discuss them in one post.

Remember the good old days in school when you'd use a definition to start a paper? Well, the tried and true is that for a good reason.


Message: "
a communication containing some information, news, advice, request, or the like, sent by messenger, radio, telephone, or other means"

Personality:
something apprehended as reflective of or analogous to a distinctive human personality, as the atmosphere of a place or thing"

So, in creating a business name, you need to know the personality of your business as well as the message you want to send to your customers. Understanding these two facets of your business will aid you in your selection of a name.


How do I know what my message or personality is?


While there are going to be several aspects of your business that could be described as The Message or The Personality, there is likely one type of each that is going to stand out. Let's look at some examples to illustrate this:


Product: Clothing line - Will the line be sporty? Sophisticated? Funky? The type of clothing you intend to sell will determine the message & personality. If, for instance, your line is a modernization of vintage wear, then a name like High Tech Clothing might not fit The Message just as Dowdy Duds is not likely to fit The Personality.

Service: Delivery services - What are you delivering? Who are you delivering it to? Regardless of the types of goods that are being delivered, names like Super Slow Shipments is not The Message you want to communicate.

Brainstorm about The Message and The Personality of your business. Write the first adjectives that come to mind when you think about what it is you want to convey to your customers. Having this list will aid you in your selection of a business name.

TradeMark Express Blog Schedule

The Importance of Creative Naming
Trademark Information

* * *

Comments

Popular posts from this blog

Trademark International Class: Class 35 (Advertising and Business Services)
All goods or services are categorized within International Classes (IC hereafter). Goods run from classes IC 1-34, while Services are in IC 35-45. Please see a complete chart here. Let's take a closer look at one of these trademark classes – class 35.

What is International Class 35 All About?

Each class has a short title heading that gives a snapshot of what that class is all about -- IC 35's short title is advertising and business services. Pretty vague, eh? The USPTO has 1476 accepted descriptions that fit into IC 35; check them out here.

The first part of IC 35’s description, advertising, is straightforward. If it’s advertising, marketing or promoting services that are being offered, then IC 35 is where it goes. Now there are going to be some exceptions, as with anything related to trademarks.
Tangible advertising goods, such as signs, flyers, brochures, are NOT going to be in IC 35 as those items are n…

Trademark 101: State Trademark or Federal Trademark?

Now that you know what a trademark is, what a trademark isn’t, and that you should get a trademark, let’s explore if a State trademark or Federal trademark is most appropriate for your needs.
For the USA, trademarks can be obtained either at the State level or the Federal level. So, which do you need? I’ll explain both and that’ll give you a clearer picture as where to go from here.
First and foremost, a State trademark gives you trademark protection for that specific state whereas a Federal trademark gives you trademark protection nationwide. Simple enough, yes? But, which is the right trademark for your needs?
1)Are you actively in business? 2)Are you only doing business in one city or county or just statewide?
If you answered yes to both, then exploring a State trademark is your next step. Here are some advantages to a State trademark:
·The right to expand statewide. The name will be waiting for you in other metros. ·If another mark is infringing upon yours within the state, you’ll have a…

Trademark 101: Should You Trademark?

Now that we know what a trademark is and is not, let’s dive into the next logical question: should you trademark?
The easiest way to answer this question is to look at your business and your plans for it.
-Is the name, logo, or slogan an integral part of your business? -Are you doing business on a statewide or nationwide or international level? If you’re only doing business citywide or countywide, do you see potential for geographical growth? -Would another business in your industry using the same or similar name hurt your business? In other words, is it possible you’d lose customers if someone had the same or similar name in your industry?
If you answered yes to any of the above then exploring a trademark is the way to go.
Here’s what a US Federal trademark gives you:
·A legal presumption of your ownership of the mark and your exclusive right to use the mark nationwide on or in connection with the goods/services listed in the registration (whereas a state registration only provides rights…