Get Ready, Get Set & Go - A Guide to Setting Up a Small Business in Florida
Part I: What is in a name?
Shakespeare, in Romeo and Juliet, toyed with the question, “what is in a name?” Interestingly, in the business world today, much more is in a name than Shakespeare could have ever imagined.
Today, you must consider whether or not the name you have chosen is already in use. If it is, then you can't use it. This search can be done through sunbiz.org. Through this State of Florida website, you can search to see if another entity has registered the business name already.
Is your business name composed of non-English words? This can pose a problem. Recently, I came across a wonderful Vietnamese restaurant that is named Phở King Noodles (pronounced Fah King). Delicious restaurant, bad name – now, they call themselves PK Noodles and this works much better!!
Also, consider the wonderful coffee house, Bad Ass Coffee. Some people just snicker and patron the coffee shop for their daily caffeine fix while others won’t go there because the name doesn’t make them comfortable.
Today, you must also consider trade name infringement. Are you opening a burger joint? Do you want to call it MicRonald’s? You can’t – McDonald’s will sue you. Also, with trade name considerations, come trademark considerations. Are you opening a computer store? Do you want your logo to be an apple without a bite taken out of it? You likely can’t do that either! This will trigger the public to think that your business is somehow associated with Apple, Inc. and guess what? Apple will likely sue you.
Take your time, and wisely consider the name of your business. Think about unique marketing that you can do with the business name. Also, think about public perception and preventing lawsuits.
