If you don’t have a cool name for your small business, go get one.  There are two ways you can accomplish this:  The fast and easy way, or the slow and painful way.

Most companies who are established and launching a new product brand or category will spend millions of dollars of research and user testing to find the right brand name and logo.  Don’t waste your time.  Spend your time making a good product or service instead.

A few things you should ask yourself are:

Does the name need to reflect my product?  If I have a consulting company, I may want to have the word “consulting” in my company name.  If I’m selling cool hybrid sandals and shoes, “Crocs” may be good enough… if my product is cool enough.

Am I infringing on someone else’s brand or logo?  Before you start printing new business cards, signs, etc, make sure your name is available through a trademark search.  Start using the “TM” by your name/logo, but also file for a trademark registration.  You file online with LegalZoom or MyCorporation, who can also perform a trademark search for you.

Are my company name and logo COOL?  You need to come up with something people will remember.  Spice up your logo, or make your company name unique so people will remember who you are.  Logoworks is an online company that will have artists create a logo for you.  It’s a fairly priced service, and you’ll get a good product.  The $500 you may spend will allow you to work on something MUCH more important – making your product or service better!