Your business name can help prospects remember you and what you sell, or it can leave them clueless. A name like PlumberToTheRescue will pretty much let anyone who hears about you or has one of your business cards know exactly what you do. But if your name is Bob Smith & Associates, you could be anything from an accountant to a driveway resurfacing company.
If you’re just starting out, consider choosing a business name that describes your business in some way. Don’t get too specific – you don’t want to call your photography business Darling Young Portraits if you also plan to solicit business as a business photographer. But do try to get some phrase in your business name that will help prospects remember you and think your business is the best one to call.
If you’re already using a nondescript business name – say Jones & Company, Inc. – there’s nothing to stop you from renaming your business (if the current business name isn’t widely known) or creating a unique name for the primary product or service you sell and promoting that unique name. Attard Communications, Inc., for instance, does business under the name BusinessKnowHow.com so that business owners will immediately know it’s a business website.
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