It's a good idea to put the name you've chosen into a search engine or two and see what comes up. If another business appears, don't despair. Businesses are registered on the state level, so if the name you want is owned by another business that's registered in a different state and in a different industry, then you'll probably be able to use it. Avoid using the name of an existing business in a similar industry to prevent confusion, especially if the state is near yours.

When creating a name for your business, don't create only one. Create at least three names so that when you go to register your name and incorporate your business, you'll be prepared if your first or second choice is already taken.

Study the name you've chosen. Look at it backward as well as forward. Does it spell out something? Say it over and over. Does it sound like something else? What does the name rhyme with? Look up the name in several different languages, including Spanish, French, Italian, and German, and make sure it doesn't mean anything negative, X-rated, or silly.

You'll want to informally test the name with your friends, family, and colleagues. Send out a brief e-mail questionnaire. Ask people what they think of when they hear the name. Ask them if they'd use the catering services of a company with that name if they didn't know anything else about the company. Get at least twenty-five opinions back and read what they say. If the majority of respondents dislike the name, then figure out why and redevelop your name.

E-mail or call the same group back a few days after you get the responses and ask them to tell you the name of your businesses without looking at prior e-mails. If most of them remembered the name correctly and can spell it right, that's a good sign.

Putting Your Name in Print

It's a good idea to write down the names you have in mind. Play with them in different text styles and sizes on your computer's word processing program. Print out the names and let them live with you for a few days. Is the name growing on you? Does it feel right to you? Does it seem like this has always been your business, or is something bothering you about the name?

When finalizing a logo for your business and choosing the colors, keep in mind that certain colors are more food-friendly than others. Colors that are not found in nature and are too jarring aren't ideal for food business use. Avoid neon colors, dark colors, and colors that are hard to replicate.

Plan for the Future

Make sure your name can be changed slightly and adapted. For example, let's say you're planning to use the name Akron Party Catering. You might want to consider the name Akron Party Catering & Events or Akron Party & Event Catering or Akron Full-Service Catering, so that as you expand and grow your business, your name will grow with you.

It's hard to predict the future, but the more thought you give to your business name now, the more likely it'll grow with you.