Small Business Reading Room

Thursday, December 16, 2004

What's in a Name? Investment

When creating a persona in the business community, you invest quite a bit in your name. It is the first impression, and if done right, a lasting one.

Should you have to change your name for any reason, the work you did to create goodwill, market acceptance, recognition and branding will be wasted.

The new business owner will have logos designed to mesh well with the name chosen for the enterprise. She will have advertising materials created and pay for them to be displayed. She may even pay someone to come up with a name for her.

But she will also be creating a brand. Goodwill accrues to that brand every time the company has a positive intereaction with a client. Of all the resources wasted in a name change, this is the most costly.

My next post will look at ways to protect your chosen name.


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Delaware Intercorp, Inc.
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