Lynne Franks talks about choosing and registering a name for your new business.

Whats in a name?

The very first page of your plan should always be the cover sheet, featuring the company name, a logo if you have one, and your contact details (address, phone, fax, and email) plus the words private and confidential.

By now, you should have an idea of what you want to call your enterprise. It may be as simple as using your name, particularly if you are going into the service area, such as marketing services.

Alternatively, you may have been inspired to think of a word or phrase that resonates with your personality or sense of humour, and at the same time is appropriate for the business.

There are specialist companies all over the world that get paid a lot of money to come up with a new brand name for the corporations that can afford to pay them. This is unlikely to be the route youll be taking at this point, but Im sure you are a creative entrepreneur with your own imaginative ideas. So hire yourself! Put your creativity to work in order to find the right name for your enterprise.

Make the name easy for people to remember and pronounce. Consider whether or not the name will work well in the industry youre entering, and make sure that it hasnt been overused.

Researching and registering

The easiest way to check on name usage these days is, of course, the ubiquitous Internet. Youll get immediate feedback as to whether or not the name youre thinking of is already overused. Its also very possible that one day youll want your own website, so dont choose a name that you cant register because someone else has the same one.

Once youve settled on a name, register it as a website name as soon as possible. Its easy and inexpensive and will protect you, even if you dont use it as such for a while.

Trademarking your company name and logo can be an expensive process, but according to specialist international trademark lawyer Donna Rubelman its particularly important for any business launching a national or international consumer brand or product. She told me, Your company name is your business signature and should be protected as much as possible.

However, if youre starting a business in the technical or services area, its not so important to trademark, she added. And if youre doing any kind of enterprise in your local area, such as a small retail outlet, its really not necessary. Just ask your lawyer to check that youre not picking a name that is already trademarked by someone else and which you can get sued for using  like McDonalds.

You should also check phone books, trade association lists, and any other available information to see if anyone else is using the same (or a similar) name in the same type of business in those countries in which youll be operating.

The rules for registering business names very from country to country. You need to check any choice you make with your lawyer or with your local registration office. Your local small business advisory bureau will be able to direct you to the appropriate organisation. Using your own name

Of course, an alternative to selecting a brand name for your company is to use your own.

Using my own name for my original PR agency had its advantages and disadvantages. It turned my name into a well-known brand, which was useful in terms of giving me the opportunity to speak at industry events, and getting lots of personal publicity, which reflected positively on the business.

On the other hand, it made the agency look too much like a one-woman brand, with clients feeling neglected if they didnt get my personal attention, despite the business having over fifty well-qualified staff members.

Business plan part 3

Read more from Lynne Franks' SEED Handbook: the feminine way to create business.