How to Create Your Small Business Fictitious Name
Unless you're planning to do business under your own given name, your small business needs a fictitious name --- a name it will be known as and operate under. Creating the right fictitious name gives your customers a memorable "brand" that not only identifies your business, but also helps to shape their perceptions and sell them on your product or service. A distinct fictitious business name also distinguishes your business from others and protects your business reputation against copycats and fraud.
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Instructions
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Make a list of keywords that might be associated with your business. For example, a dental practice's list might include tooth, teeth, cavity, filling, crown or dentures. Add to your list some of the qualities that you think might be especially important to associate with your business. Some of your most important selling attributes might be fast, hip, comprehensive, experienced, best in class, convenient or being "No. 1."
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Brainstorm as many possible names as you can think of in 15 or 20 minutes, using your list of keywords and attributes as a starting point. Don't censor your ideas during this exercise --- write down every name that comes to mind without filtering. Try incorporating some of the important attributes in your name in ways that are clever. The most effective small business names are those that are short, novel and easily remembered by potential customers.
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Narrow your list of possible names by eliminating any names that are generic, hard to pronounce or overly similar to business names you already know. Eliminate any names that could be embarrassingly misconstrued, and avoid the use of initials as a name.
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Circle those remaining names on your list that catch your eye as possible choices. Focus on names that incorporate some positive quality or attribute about your business in them. For example, "InstaFix" implies a business that fixes something very quickly; "Gourmet to Go" implies high-quality food with the benefit of carryout or delivery service. Continue narrowing your list to the most memorable until you have only five to seven possibilities left.
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Visit your secretary of state's office website to check the availability of the fictitious names you've identified as possible choices. If any of the names are identical to or too similar to a business name that's already in use, eliminate it from your list. Your business name must be distinct to clearly distinguish it from competing business to be eligible for use.
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Visit the U.S. Patent and Trademark Office website and use their "Trademark Electronic Search System" to search the database of current U.S. trademarks for names that are the same or overly similar to yours. Once again, any name you've chosen that is already in use --- either exactly or as a close variant --- is ineligible for your use.
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Choose your fictitious name from your list of choices that remain, and return to your secretary of state's office website to register it within your state. Registering your fictitious name is a legal requirement, but it also serves to protect the name you've chosen from being infringed or hijacked in the future.
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References
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