What’s in a name? Well, the answer is plenty – especially if you are looking to establish a new business. Don’t believe it? Stop for a minute and consider some of the heavyweights in the world of business. For example, take McDonald’s, Nike, and Energizer. What do these corporate giants have in common? They all have names and trademarks that are recognized the world over. Now all you have to do is find golden arches, a “swoosh,” or a bunny of your own.
However, choosing a name and subsequent trademark is not as easy as it seems. It takes a mix of awareness, creativity, and sometimes even dumb luck to stumble upon a winning company brand. In this article, we’ll show you the importance of choosing a trademark – and provide tips for picking out one that works.
When considering a trademark, bear in mind that it must have a few basic qualities. For starters, your trademark must be easy to remember. The buying public has a very short attention span, and they don’t want to strain to recall your company name. This is the reason why “Taco Bell” is a successful trademark, while “Gordita and Chalupa Bell” is not.
Secondly, try to include information about your company’s service or product. Again, people generally prefer not to jump through hoops to figure out what you are selling. Consider names such as Waldenbooks, Merry Maids, Home Depot, or Pizza Hut. These trademarks work because they are simple and convenient.
With that being said, it isn’t always practical to have such a handy name for your business. After all, there are millions of businesses in the world – and most all of them have a trademark. So, what is the alternative? How about choosing a trademark that means absolutely nothing in relation to your business?
Look through the dictionary and pick out any random word. Better yet, pick out the name of a fruit. Once you find one that you like, congratulations! You have now come up with a name for your business!
Are you still skeptical? Well, you shouldn’t be. Have you ever heard of “Strawberries” or “Coconuts”? These are the names of two companies that sell music and entertainment. And the granddaddy of them all is “Apple,” which, of course, is one of the leading computer companies in the world.
While the previous examples may be the exception, the fact is that many companies use words or phrases that are totally unrelated to the business. Yet, these companies still have success because the trademark is inherently simple and easy to remember. If you can apply these basic ideas to your own business, you are sure to choose a trademark that is both creative and effective.
