PERFECT YOUR START-UP PITCH
Want to test your name out? Catchword’s site has a list of 10 naming criteria against which you can evaluate a name’s overall effectiveness. You’ll also find a downloadable naming guide to get you started.
It’s a rookie mistake to throw the kitchen sink into the name or to be overly prosaic. Your name doesn’t need to tell the whole story. Another mistake is getting too hung up on dot-com availability. Unless your sales are generated primarily online, you may do just fine adding a short descriptor to your name to secure the URL.
BE SURE TO VET YOUR NAME LEGALLY.
Doing a simple Google search will knock a lot of names out, and you can also check out free online trademark databases. But, really, you should have a trademark attorney give you the thumbs up. Also make sure your name doesn’t mean anything bad in any language spoken by your target audience (or any major language, for that matter).
IDEALLY YOU WILL FILE FOR A TRADEMARK IN ALL KEY MARKETS.
What happens after that will depend on the product, but usually there will be communication about the name choice to key staff and investors, design and packaging work, incorporation of the name into web and marketing copy, and so forth. And, of course, you’ll pop open a bottle of champagne. The average human attention span is around eight seconds, so if you’ve got the ear of a potential client or investor, you’d better cut to the chase. And quick!