How To Name Your Business

How do I decide what to name my business?

Without using what's called, “fictitious name registration” you can simply use your own name as a business, and that's fine. Joe Cossman, the entrepreneur I mentioned elsewhere during the series, used his own name. You say, "You ought to have a name to represent your business." Yeah, maybe so, but Apple Computers did just fine. Apple Computers sounds like something to do with selling fruit. So, it's true that there's a lot in a name, and there are a different argument for what you want to call it. I wouldn't call it anything outlandish. I also wouldn't just pick a name randomly; say I picked a name called the Acme Associated Company because then I'm number one in the telephone book. To me, that's not a good reason; there are too many other ways of reaching that decision. So, pick a name that makes sense to you, that you are proud off, and that represents your business in the best way that you can.