| Do ... | | | | from Jones Translation Services. |
| - keep your name short and snappy. Two or | | | | - be limited by your name. Make sure you've |
| three syllables are ideal and preferably no more | | | | room to expand or diversify in the future. If you |
| than four. | | | | call yourself Greenville Motorcycle Repairs, you'll |
| - make sure all words in your name are easy to | | | | have an uphill task attracting customers if you |
| pronounce. People won't want to say your name | | | | ever decide to start repairing automobiles or |
| out loud if they aren't sure of the correct | | | | trucks or if you want to attract customers who |
| pronunciation, which will mean you might lose out | | | | don't live in Greenville. |
| on word-of-mouth recommendation. | | | | - include bland, meaningless words in your name. |
| - get your name checked out by a professional | | | | Quality Solutions, Synergy Designs or Premier |
| linguist if you intend to sell abroad, to make sure | | | | Logistics say nothing about you except that |
| your name doesn't mean something rude or | | | | you're boring and lacking in creativity. |
| negative in the language of your customers. | | | | - choose a name consisting only of initials, unless |
| - check how your name looks when all the words | | | | you always accompany it in promotional material, |
| are run together in lower case as in a URL. The | | | | on stationery, company vehicles etc by a tagline |
| websites Publish It and Who Represents didn't do | | | | eg RGS - Advancing Geography and Geographical |
| that, unfortunately. | | | | Learning (RGS is the Royal Geographical Society in |
| - check that your name fits on to your packaging, | | | | the United Kingdom). People don't have a clue |
| company vehicles, headed notepaper and business | | | | what initials stand for. |
| cards when it's written down. | | | | - base your name on a pun that makes people |
| Don't ... | | | | cringe eg Thaitanic, Curl Up and Dye. It might |
| - just combine your own name with what you do | | | | seem funny and original at first but gets boring |
| as it tells potential customers nothing. There's | | | | after a while. |
| nothing to distinguish Smith Translation Services | | | | |