One of the first, and one of the most important, steps in successfully launching your new small business is selecting the perfect name for it. Your business name will define you and help to make your business memorable, and it should also serve to impart some information about your business, products and services, or expertise. You should put as much time into naming your small business as you would coming up with the idea for the business in the first place, or picking a location for it.

Before you begin brainstorming though, it’s a good idea to give some thought to some of the good qualities or aspects a business name should adhere to, and some of the things it should avoid. Note that most of these aren’t hard and fast rules, but you should be sure you have a good reason for breaking them before you do.

A Small Business Name Should Give Information

As mentioned above, many successful small business names give some indication or clue as to what the business is about. Earl’s Hair Salon and Dig-it Excavating make it pretty clear what kinds of companies they are. These names not only give valuable information to the customer, but also make it easier to find the businesses online and in directories.

A Short Business Name is Best

Again, not necessarily a set rule, but shorter names generally are easier to remember and fit more easily on promotional materials such as business cards. Also, which will get more visitors: davesplumbing.com, or davemillersplumbingandheatingemporium.com?

Business Names Should Be Easy To Spell and Pronounce

Similar to the argument for short business names, names should also be easy to spell and pronounce. While it may be tempting to shoot for memorable by coining the next Krispy Kreme or Toys R Us, the truth is that names that are easy to spell will also be easier to find in the phone book or online. And if you think that a name difficult to pronounce will be a winner for your business, consider this: if they can’t pronounce it, they won’t say it. And if they won’t say it, any chance you’ve had for getting customers via word of mouth is pretty much shot.

Think Visually

As humans we are hard-wired to think visually, so you may wish to consider using that fact in your quest to find a business name. Upon reading or hearing a name with a visual element attached to it, a person will tend to remember it more readily. Visual elements in a name can also make it easier to market, and may take a lot of the guesswork out of selecting a logo to go with it.

Business Names Aren’t Black and White

Well, they certainly can be, but selecting the right colors for both business names and logos can really give your business an emotional boost right out of the gate.

Is your business tied to nature or gardening? Think green. Are you looking to impart joy, enthusiasm, and success with your name or logo? Go with orange, which combines both red (energy) and yellow (happiness) into one potent pallet.

The right choice of color can help to sell your business and will figure heavily in any marketing you do. You can get a lot more info on color meanings at http://www.color-wheel-pro.com/color-meaning.html.

Stay Positive, and Emotionally Consistent

Your name should evoke positive thoughts and feelings, and it should also be emotionally consistent. Which is what? Well, to go back to the two businesses mentioned earlier, Dig-It Excavating is a great name for an earth-moving company, as would be any name with manly, strong connotations. Not so much feminine-themed names. It’s not necessarily right, but it is the way we think. Similarly, which would you patronize: Earl’s Hair Salon, or The Golden Shears Hair Salon?

Using positive, emotionally-charged language can really help in your quest to craft a successful business name.

In Part II, we look at some of the naming things you should avoid and get started brainstorming business names. And if you’re really stuck, there are always professionals waiting in the wings… for a price.