Naming Your Business
In California, for example, this is done through a fictitious business name statement with the county clerk or recorder and must be done before the business signs any contracts or sues in the fictitious name. The name cannot match that of any already existing business. The county will have a list (which may even be online) of currently registered names.
In California, the process requires a notice published in a newspaper. The newspaper has all the forms and the business owner need only make a visit or call to the newspaper office. Sometimes you can find a very small newspaper which will publish what you need for much less than a bigger paper.
If you decide to use a business name other than your own, when choosing the name remember you will have to say it every time you answer the business phone. Therefore you want it to roll smoothly off the tongue and not be too long or easily misunderstood. You will also have to write it and type it over and over and it has to be short enough to fit on forms etc. The wrong name can be costly and cumbersome in advertisements as well. The right name can help promote business. The wrong name can cause confusion or uncertainty.
For example, Healing Touch is seen occasionally. Though it is not unique, it is easy to say, not too long and is descriptive. On the other hand, a massage business called Bodimetric Sentiment Institute is more work to say then you want, too long, not self promoting and produces confusion. Also you would get sick of people continually asking “why the name?”
Be cautious of mysterious spelling because clients will be looking up your phone number or asking the operator. It would be nice if your business name were also available as a domain name on the Internet.
A lot of businesses use an extra 2-4 words under their name (called a tagline) to standout from the competition.
These tag lines reinforce the product in the mind of the listener. A massage business could use the same technique in print ads to engage the client. Massage Envy, a massage franchise whose clients buy memberships, could use a tagline: Massage Envy, Your Private Club.