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company naming tips

Our experts share insights on naming, branding and starting a new venture.

Trap: Picking a Name That's Not Your #1 Choice.

If you select a name that was your 2nd, 3rd, 4th, 5th (or yikes) 6th or lower choice, you are sacrificing something. Keep in mind that your name is the keystone of your start-up. Don't sacrifice the success of your business on a second-tier company name.

Tip: Don't Be Different, Be Outstanding.

Any company can choose a name that's different. Your goal should be to select an uber-cool company name that stands head-and-shoulders above your competitors.

Trap: Don't Use Hyphens or Dashes in Your Domain Name.

If you use a domain name with a hyphen or a dash you're telling the world you couldn't obtain the non-hyphen domain name. Hyphens and dashes look unprofessional and will compromise your online status. They’re also incredibly difficult to communicate and you’re quite likely to be sending people to the wrong site, hopefully not your completion. Hyphens only stand as an obstacle between your customers and website!

Tip: Harmonize Your Company Name With Your Strategic Objectives.

Many start-ups fail to align their name with the key strategic objectives of their firms. A great name communicates a core message in a flash of a second.

More Naming Tips & Traps

Check back regularly for new start-up tips and traps to be avoided.

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Brand Name, Identity/Logo Trademark Application Service

This package is well suited to the well capitalized, growth-focused companies. The Enterprise Custom Naming plan is a favorite of venture capital firms and start-ups with aggressive development ambitions. The Enterprise plan is great for companies looking to collaborate in the naming process. Our naming team will work with you to develop the perfect brand name, brand logo/identity and trademark registration with the US Patent and Trademark Office.

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