Best and Worst Biz Names

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April 14, 2010 by Rich Whittle | 1 Comment

Looking for the perfect name for your new restaurant? What could possibly be more charming than calling it ‘Rat’s’ asks AOL Small Business?

There is such a place: Rat’s Restaurant in Hamilton, New Jersey, which is Zagat-rated and an OpenTable.com Diners’ Choice winner. The place, named after the character Ratty in The Wind in the Willows, looks absolutely lovely and enjoys a strong following. The name is definitely memorable, too. But more than a few patrons have likely found the choice of name less than delectable.

Do check to see if the name is available.
“You need to check for both domain name and trademark availability,” says Sutton. “Nothing like getting a cease-and-desist letter to derail a launch!”

Do consider the URL.
According to Sutton, Experts Exchange LLC, an online knowledge resource for IT/tech, sounds fine until you take a closer look at the URL: expertsexchange.com. The URL was eventually changed to experts-exchange.com.

Do size up the competition.
What kind of style is conveyed? What is their messaging like? “You want your name to be different and stand out,” Sutton says.

Do have some fun.
This works best for smaller, local businesses interested in conveying friendliness and playfulness. But remember: This only works if humor serves your brand messaging, says Sutton.

Photo by luc legay.