What is in a name?

By Dr Wasiu Afolabi - Intellectual Property Specialist at University of Cape Town

Whether you are an aspiring entrepreneur or a seasoned venture builder looking to learn a thing or two about business names, here are a few points to consider when choosing a business name.

First impressions

As the saying goes, “The way you dress, is the way you will be addressed.” A unique name can help first time customers to remember you for a long time, and for the right thing.

The format

The fewer the syllables, the better. Work towards creating a business name that is easy to remember and not commonly misspelt (ask a few friends how they would spell the word to see if it's viable).

What’s the story?

The best brand strategy is to work on a name that conveys your emotional thoughts as a founder. It helps if there is a compelling story behind why you chose the name. Your vision, mission, culture and values must be attached to the name, such that when customers hear the name, they not only think of your products but your entire culture.

Special consideration

If you’re hoping to expand your business globally, it is important to check that your chosen business name does not bear an offensive meaning in other languages or deemed sacred in other cultures.

Is it unique?

Don't rely on just searching the name online – many names are already reserved locally with the company registration authority without having any internet presence. Check the business registration database of the country where you are planning to register your business. In SA, you can check the Companies and Intellectual Property (CIPC) database.