by Janet Attard
Potential customers are likely to make certain assumptions about the size and scope of your business based solely on the business name. Take advantage of those assumptions by picking a business name that conjures up the image you want to establish for your company. For instance, if you live in a town called East Podunk, and being a "local" is important for bringing in business, you might want to call your electrical supply company East Podunk Electrical Supply. But, if you wanted to sell to a wider region and sound like a big operation, you'd probably be better off with a name like Eastern Regional Electrical Supply.
Similarly, if you sell career guides to schools, you might do far better with a business name of Career Planning Institute than you would with the business name Smithville Associates. The reason: people often associate the word "Institute" with established educational facilities.
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