So you’ve decided to start a business. Maybe it’s a brick and mortar company, a service business or the next top food truck traveling across the country sharing your world-class tacos. (Please stop in Midwest Ohio - I’m always down for tacos). Maybe you’ve recently discovered the next hot multi-level marketing product and decided to jump in. Whatever your venture, at some point you are faced with the task of picking out the perfect name for your business. You do some research and discover half of your ideas are already registered in your state. Out of the other half, all but 3 have taken domains. Damn - there goes “Taco de Paco”. You’ve got big plans and you need the perfect name. The truth is - you don’t. You’re name means nothing. People spend so much time trying to pick a name for their business that they miss the point completely. You’re business name is only as good as what stands behind it. Think about it - Twitter, Facebook, Google, Instagram, Starbucks - these names meant nothing until they became commonplace. Google could have called itself Froogle and it would still be what it is today because the product and service is robust. Think about this - Uber wasn’t the first to think up the idea of hailing a cab at the press of a button on your smart phone. In 2008, Taxi Magic released an app that let you do just that. Please tell me, before now have you ever heard of Taxi Magic? Perhaps - but a year later in 2009 Uber hit the market and Taxi Magic’s poor interface and app experience was left in the dust. Uber succeeded because it’s service was superior. Not because it was named Uber. (Because what the Eff is Uber?) None of these names were worth anything until someone made them into something.
Maybe you hate your last name and just don’t think it’s a good name to build a brand off of. Here’s what I have to say on the topic - unless your last name is Hilter or Pol Pot own it and make something out of it. Let’s be real - Galifianakis and Zuckerberg aren’t 1st draft picks either. If your full name or last name is an available dot-com domain, snatch that baby up and own it. Get to work. Stop worrying about finding the perfect brand name and start worrying about perfecting your product and service.