What's in a name?

Naming your business is an important step when you startup - very few businesses ever change their name after they've started operating. This is something that requires a lot of thought.

I've been asked more than once if a name idea was "cute". It seems that a lot of folks are just looking for something "cute". There are several other factors to consider.

- Use a checklist. Come up with other things your name should be besides "cute". How about "simple"? Short? Make a list of other adjectives that you'd like for your name and run your name idea by this list. You could also have a list of things you don't want your name to be. Like a tongue twister.

- Think about the "brand" and logo that goes with it. Look at the stores and brands that everyone knows. Target is a great example. Think about your logo from day one. You might not design it yourself, but you might have a concept in mind that you can pass on to a professional graphic designer.

- Is the URL available? Your business is going to have a website. If the website URL can be the same name as the business, that's fantastic and should be a consideration. Lots of websites, like www.whois.com can tell you if a URL is taken already.

- Make sure there isn't another business with the same name. Or even a similar name.

Look around at other businesses related to yours and see what they've done. At in the end, you've got to love it, too.