Naming Your Business

Summary

Choosing a name can be a very important factor contributing to the success of your new business.  The following is a list of items to consider when naming your business.

What to Include in a Name
A good business name can act as an effective advertising tool by communicating something about your business every time it is mentioned.  For example, a good name can help customers understand what it is that your business does as well as force you to focus on your businesses purpose. 

When naming a business, a number of different factors should be taken into account:

• the name chosen is appropriate for the market you are targeting;
• the name is short and easy to remember;
• the name is distinctive enough to separate you from your competitors.

Who are You Selling to?
Industrial Clientele:  A strong, descriptive name may be used to provide potential customers with a clear understanding of what the company does (i.e. Jet Blast Inc., Noise Cancellation Technologies Inc., etc.).

Consumer-Oriented Clientele:  Any business owner knows that competing with other businesses for clientele is difficult.  Therefore, choosing a name that brings a lasting image to mind may be profitable.  (i.e. Titanic Salvage, Timbuctu Tours, Sahara Sandblasting, etc.).

How to Proceed with Naming Your Business
Choose a few names that fit the image you want to create.  Test them out on friends, family, and potential customers.  Try some names that are strong on imagery, others that are strong on description, and still others that fall somewhere in-between.  Pay particular attention to testing your business names with people in your target market -- the core customer groups whose patronage you intend on capturing.  Have these people write down on paper their impression of what the business would sell, how it would be run, etc. Compare their thoughts with your own. 

Contact Saskatchewan Justice, Corporations Branch (Telephone: 306-787-2962 or Web site:  http://www.saskjustice.gov.sk.ca) to register your new business name.  You will be required to specify the type of business organization (sole proprietorship, partnership, private corporation or co-operative ).  A fee will be charged to ensure that your business name will be available for your use only in advertising, signage, and legal purposes.

For some businesses, a Canada-wide name registration is preferable.  Information on this may also be obtained from Saskatchewan Justice, Corporations Branch.

The Bottom Line
A good name provides the customer with a view of your business.  Whether the name uses a straightforward description or imagery to create an aura, ultimately, it should answer the customer's question:  "What can I expect?" 

Prepared by: Saskatchewan Regional Economic and Co-operative Development