Five checks before you print the business cards

Choosing a name feels like the fun part of starting a business. It is also one of the hardest things to undo. Once the name is on your sign, your cards and your packaging, changing it costs real money. Run these five checks before anything goes to print.

1. Say it out loud

Say the name on the phone, to someone who has never seen it. Can they spell it after hearing it once? If you have to explain the spelling every time, you will lose some customers who cannot find you.

2. Check it is not already taken

Search the name in the places your customers look: online, in your city, and in your trade. Look for businesses with the same or very similar names, especially in your own field. Two similar names in one industry confuse customers and can lead to legal trouble.

3. Check you can get the web address

A business with no matching website address looks unfinished. Check that a clean, matching address is available, and that the social media profile names are free too. If the exact name is gone, a good name is not worth forcing.

4. Check it does not carry a second meaning

A name that sounds fine in one language can mean something unfortunate in another, especially if you plan to sell abroad. Ask a few people from different backgrounds what it makes them think of.

5. Check it can grow with you

A name that describes exactly what you sell today can become a cage if you add products later. Ask whether it would still make sense in five years, if the business doubled.

Before you commit

Writing a name down is easy. The checks above take a day and can save a year. If you want a second pair of eyes, a short name and trademark pre-check is exactly what that stage is for.