Creating A Business Image That Counts

Many things can contribute to creating the business image that you want and they should all be considered before you rush into having anything printed to promote your business.

Start with the very name you call your business. When deciding on the name consider just what the image is that you are trying to convey e.g. fun, serious, sensitive, caring, knowledgeable, etc. Don't have the name too long or too difficult to pronounce or spell.

As well as a short name, if possible it should also give an idea of what the business is about. This will help your potential customers to recognise and remember your service/product. You can also create an image or 'branding' by supporting the name with a logo (a graphic or drawing) to help customers visually recognise you. A logo does not have to be complicated - it can simply be your name, which is written in a particular way e.g. Coca Cola just uses the name of the product written in a specific style.

In most countries you have to legally register your business name. In Australia registration allows you to have an individual name for your business that is not identical or similar to another business name within the State where it is registered. The cost of registration is around $70 in most Australian States.

As you may not get your first choice of a name, the registration form allows for alternative suggestions. Do not make the name of your business too long. It is difficult to fit in computer fields, and you may find clients end up abbreviating it.
Registration will not necessarily protect the rights of the name from being used by other businesses especially if they create a company or add another word in front of the name.