In an earlier post, we reported that most UK small businesses are no longer seeing the need to name their companies based on their family names. In the survey conducted by British Gas Business , 74 per cent of business owners now prefer more memorable names that are not related to any kind of family ties in forming their business .

According to British Gas Business’ commercial director, Adrian Harvey said “Small businesses have to punch above their weight to compete against larger competitors with more established brands. A company’s name plays an important role in doing this as it can quickly inform a potential customer of the product or service on offer. If a name is not carefully thought through and does not properly reflect what you do, potential customers will go elsewhere.”

Harvey said that with the internet playing a bigger role as the search method of choice for consumers, more businessmen who and operate a business feel that a company that is named after a family name will not be noticed. They now want names that will be easily noticed and will be memorable.

Here are some things to consider when naming your business:

* Are you considering a name that would reflect what your business does - framing, moving, cleaning, building? Alternatively, would you like to use a more abstract name?
* Do you want to use a traditional-sounding name that evokes durability and old- fashioned values, or a modern name, that paints a picture of freshness and innovation?
* Think about the future - avoid words or phrases that are likely to become easily dated.
* If your business will have some aspects of overseas trading check that the name doesn’t mean anything inappropriate in the relevant languages. Also, determine if the name will be easily read and pronounced.
* Think about your callers and customers - avoid very long names, unusual words and spelling.
* Check that no one else is using the name you choose.

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