Naming Your Business
The first thing any potential customer finds out about your business is its name. Therefore, the name that you choose is an important element in communicating your message.
Short, memorable names are sometimes best; it is not by accident that brand names in the very competitive detergent market have names like Ariel, Daz and Lenor, or in the soft drinks market, Coke and Pepsi.
Since you will have less to spend on achieving brand recognition, the name should ideally give some indication of what the business does rather than being, say, a combination of the partners’ names.
Furthermore, if you are primarily a web-based business, you will need to think carefully about how the name will appear online in web searches, what your URL will be (i.e. www.yourname.com), and whether you will register a .com .co.uk or .org domain.