I wrote about the problem of using local place names to name a business a little bit ago. Unless the name defines its specific location (Zuni Street Liquors), a place name becomes a generic name (Denver Liquors) that does not help differentiate the business.

But if you look at geographic names far afield, i.e., out-of-state or out-of-country, you may find very green geographic pastures.

Get a good Atlas and go to the index and scan the town names listed there.

Likely, you'll find name candidates that just roll off the tongue, that set just the right mood, that convey the exact image for your new business. Perhaps you won't find an appropriate name this way. But it only costs you a half hour's time with a $12.00 Atlas (Even less if you buy a used, out-of-date Atlas).

I'll sometimes use an Atlas just to get the creative juices flowing. Once I've captured a dozen or so relevant candidates from, say Vermont, I often find word parts I can combine with other part sources (i.e. combining Alpha with the last syllable of Piedmont = Alphamont)

The founder of Haverhills mail-order business confessed that his business was named this way. He was not from, nor ever visited, Haverhill, MA, but just liked the sound of it. It's been a successful catalog since the mid-1960's.

When you go to a world Atlas, or an historic Atlas, the candidates just multiply.

As an added incentive, you might find a great place to vacation once your business starts generating cash flow.

Martin Jelsema

303-242-5975

www.signaturestrategies.com

Martin Jelsema

www.signaturestrategies.com