What’s In A Name?

Often overlooked, choosing the right business moniker is key

are still active (www.uspto.gov/main/trademarks).

Experts also recommend avoiding names that constrict your services or have negative connotations in other languages. They can stunt your growth. “It has to be open-ended enough so that it grows as your business grows,” says Lonier, who also suggests avoiding cute or funny names because not everyone might get the joke or think it’s cute. “You want to give people the impression that you are serious about your business and that you are going to be around for a long time.”

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