It's one of the most enjoyable -- and important -- steps of launching a new business: what to name it? Times change, and so do trends in business names. Here are some things to consider, whether you're just starting out, or are a seasoned pro ready to launch a new corporate division.

1. Personal or Public?
Do you want your business to be named after you, or have a broader "public" moniker? Pat Smith Consulting ensures that clients and customers know that it's you. Some soloists like this approach, others think it has a "small" feel that they would rather avoid. Also, if you think you may ever want to sell your company, opt for a more independent name.

2. Is the Domain Name available?
This consideration would never have come up 15 years ago, but now it's paramount. Since the Internet likely will be an important element of your business identity (even if it's only email at this point), make sure you have secured a URL that matches your aspirations.

3. Easy to Pronounce?
As someone whose distinctive last name consistently gets massacred (it's pronounced lone-yay), I must point out the importance of finding a business name that's easy to pronounce and comprehend. If you're not going with your own name, this is not a time to employ cute or complex spelling that needs to be deciphered. A memorable name first has to be understood.

4. A is For...
If possible, stick to the top region of the alphabet. (Sadly, Working Solo is usually buried toward the bottom of any list.) There's a reason Jeff Bezos chose Amazon.com as the name of his online venture in 1994.

5. Room to Grow?
Last, make sure your business name has enough flexibility to adapt to new ideas and types of work you may do in the future. Yes, "Four Seasons Garden Design" may accurately reflect your current focus, but what if you decide to expand and do more generalized landscaping or lawn care? You want your business name to fit, yet have enough wiggle room to give you the freedom to grow without having to leave behind any brand equity you've established.

-- Terri Lonier
Founder, WorkingSolo.com

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