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And Now, the Tricky Part: Naming Your Business
By EMILY MALTBY
WSJ.com, Small Business
Jake Schwarz, an attorney, spent months trying to settle on a name for his law firm.
He considered using the founders' names, as many law firms do, but "Iida, Schwarz and Prenton" was awkward to spell and pronounce. He contemplated "Lighthouse Law Group" and "Summit Legal Partners" but thought they sounded like motivational posters. Some of the more promising names he mulled were "Consilium" and "Acuity Law Group," but he realized that half his clients, based in Japan, would struggle with the phonetics.
"Literally, I was banging my head against the wall," Mr. Schwarz recalls.
As many entrepreneurs can attest, deciding on a name for a new business is no easy task. One with pizzazz can set a new company apart; one that misses the mark can make a burgeoning start-up fall flat.
The problem, marketing and branding experts agree, is that there is no magic bullet to picking the best name.
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