Choosing a Name

YOUR BUSINESS NAME

"Coming up with a name is not only one of the first steps you must take

in starting your business, but also one of the most important"

         

Choosing the right name for your business can be daunting.  The name should be memorable and easily identifiable by your potential customers yet distinguishable from your competitors.. It should not be misleading, confusing or too vague.  You want your name to attract customers and be a good fit with your products or service. Your name should make it clear what your company does.  

The only trouble is that there are over 3,000,000 names already on the Canadian Business Directory.  You have some thinking to do!                                                

WHAT MAKES THE PERFECT NAME?

• Your Corporate Name should have a Distinctive (sets your company apart), Descriptive (tells the public what you do)  and Legal (required ending for Corporations) element 
• It should be one that is unique and stands out from other companies that may be offering the same product or services.
• It shoulds fit well with your product or service  It helps build your business image
• There is a visual element with your name that, when prospective clients see that element, they think of you
• It should be easy to remember , easy to spell and short
• At least some of the name must lend itself well to your Social Media

WHAT MAKES A NAME DISTINCTIVE?

• A surname  is not distinctive by it's own, but a surname with a first name or multiple initials is.  E.g.  JOHAL CONSULTING SERVICES INC. vs RANJIT JOHAL CONSULTING SERVICES INC.
• Two people involved in a Corporation?  Try combining the two names:   WONGSMITH CHARTERED ACCOUNTANTS INC.
• If using names is not preferable, try coining words relating to your business (BUILDAWEB ONLINE CREATIONS INC , MOWSGRASS LANDSCAPING LTD., DECKUP PATIOS LIMITED)
• Stay away from initials or commonly used words like Tech, Teck, Tek, Tec, Web, etc.
• Have fun with it~ brainstorm, put everything on the table~ ask for opinions and ideas, then pare down the ideas until the right one remains!

WHEN CHOOSING YOUR NAME, KEEP IN MIND THAT THE FOLLOWING WORDS/EXPRESSIONS CANNOT BE USED:

• Words or expressions, in any language, which are obscene or objectionable in nature
• The words “college”, “institute” or “university” cannot be used without the written consent of the Ministry of Education, if using the word implies the business is a post-secondary institution
• Words with restricted use under Federal or Provincial Laws
• Words that imply that the business is associated with the Crown or the Government of Canada, or any province of Canada or any municipal government may not be used without the written consent of the appropriate authority

IN ONTARIO, THE FOLLOWING WORDS ARE NOT ALLOWED IN YOUR BUSINESS/CORPORATE NAME:

• Co-op/Co-operative
• RCMP
• Parliament Hill
• United Nations
• Red Cross
• Housing (unless appropriate consents obtained)
• Association (unless appropriate consents obtained)
• Engineer/Engineering (unless appropriate consents obtained)
• College//University (unless appropriate consents obtained)
• Bank, Architect, Lawyer, Dentist, Better Business Bureau (unless appropriate consents obtained)
• It is your responsibility to make sure your business name does not contain any of the above words or expressions unless proper consent has been obtained.

A CORPORATION SHALL NOT HAVE A NAME THAT IS THE SAME AS, OR SIMILAR TO, THE NAME OF A KNOWN:

• Body Corporate                     
• Trust
• Association
• Partnership
• Sole Proprietorship or Individual

WHY NOT? To use a name similar to, or the same as, an existing name creates the opportunity for you to benefit from the hard work, reputation and good will already established by the other firm.  This is considered to be unfair competition and the original business may have the right to sue you in court.

Names of Individuals:may not be used unless they have/had a material interest in the business and have given their written permission. (If an individual is not living, and the name is used within 30 years of death, written consent of the estate must be obtained.

Language:Business names must be registered in the Roman Alphabet (English, French, Spanish, Italian, Latin, etc.) and may contain numerals. The following marks may also be included in the name, but may not be used as the first character: ! ” $ % & ’ ( ) * + , - . / ; : > < ?. Business Names composed of characters from other alphabets must be translated and registered in a language using the Roman alphabet. A business name in a language other than one using the Roman alphabet may be used in advertising and signs, but the business name must also be displayed in a language using the Roman alphabet. For example, a business that registers its name in English may have letterhead or signs in Chinese characters as long as the English name is also displayed at the place of business.