Business plan
Part 2: naming your business

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

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