It wasn’t that long ago when retailers highly depended on the Yellow Pages to attract customers.  Little tricks such as alphabetically optimizing a name like AAAA Children’s Resale would push you to the front of the Second Hand listings.  Now, in the hey days of the web, AAAA gets you nowhere, and while the words Children’s Resale are needed to locate you on the web, it takes a lot more than a name to get you high on the landing page.   But that’s another story, … another blog.

Three Rules of Thumb in selecting a name:

1)    Avoid generic names like Sally’s salon and Suzie’s sweet shop, geographical names like Westside foods, or Bayside Market, and names that describe your business like Children’s Resale Shoppe, or Best Kid’s Consignment.   They are hard to remember and protect.

2)    Pick a name that is appealing and easy to use.  “Weecycled Bundles of Joi”, a name listed in my earlier blog on the subject was very creative, but all I could remember was WeeCycle…maybe that would have been enough?

3)    Make sure your name is easy to remember.  Prospective customers, having seen or heard it from a friend or in an ad, need to be able to quickly recall it. Quite a few of the names on the List stuck in my mind, Twinkle Twice, Mollywogs, Preppy Turtle, Peekaboutique, …

Once you’ve picked the perfect name, can you go ahead and use it?  Not without being sure the name or something very close to it is not already taken by a competing business.  If so, your use of the name could be challenged as a trademark infringement in which case you could be forced to change it and even to pay damages.

There are a handful of listings to check.  All may be searched for free, and the first three can be found online.

1)    Thomas Register.  A nationwide list of unregistered trademarks.www.thomasnet.com.

2)    U.S. Patent and Trademark Office (USPTO) Trademark Database.  A nationwide list of trademarks registered with the USPTO.   thttp://www.uspto.gov/main/trademarks.htm

3)    Network Solutions Domain Name Database.  A list of reserved domain  names.  If another company has reserved a domain name that contains your intended name.  If the reserved domain name is in commercial use—and it likely is– it is effectively a trademark.  http://www.networksolutions.com/  Go Daddy also has a search wizard for domain names.

4)    Fictitious Name Register.  This register is most always maintained by the County Clerk in which the business is located, sometimes by the state–in which case the County Clerk will let you know).  It contains the local business names or names under which they’re “Doing Business As{DBA”).  Sunbiz.org has an online fictitious name checking utility.

5)    If your search turns up no like names being used by a business competing for your same customers, register it in the Fictitious Names Register to ensure that other businesses can’t use what is now YOUR NAME.

 

3 Responses to “Naming your Children’s Resale Shop – Part 2”

  1. I am opening my own children’s resale shop
    I have already registered by name and have tax number, but
    not activated it yet. I will not be opening until I have
    enough money for 3 months of rent. I am looking for a
    good location, but since I didn’t find my name being used
    Do you know the Fictitious name register web site.

    • Hello Alicia: My answer may not help, however I am not sure exactly what you need. I recommend that you log onto the Attorney General’s page, of your state’s website to search for a conflict with names.

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