What’s in a Name? Plenty.

September 2018

We recently received word US Trademark Registration 5,526,278 is approved. This means we now are the only International Class 35 (content marketing services) company that can legally claim the name Twirling Tiger. It also means that we could, and maybe should, pepper all online and print mentions of our name with the  [registration] symbol (which for some reason won’t show up as intended here).

Naming a company is not arbitrary, despite how whimsical or eponymous one may sound. There are a lot of things to consider since a new brand depends heavily on perceptions until it can build a reputation. There also should be a good story behind one that isn’t obvious – such as ours. Those familiar with our founding may recall our name came from a dining room brainstorm session between Maureen and her then-teenaged daughter. It met many of the best practices name creators recommend.

Make sure you can use it.

Start with a basic online search to see if another company with the same name already exists. Then head over to the US Patent and Trademark Office to find out if the chosen name is already registered. This initial step can save you a lot of time, confusion and money if you discover after the fact someone’s already claimed that name. Also check to see if you can use it as your domain name or if it’s been taken.

Make sure it sounds well in speech, not just writings.

Alliteration certainly helps when it comes to saying a name aloud. It’s easier to remember too. Just be sure it doesn’t become a tongue-twister. You’ll be saying it a lot. So will those who introduce you professionally.

Make sure it conveys what your company does.

While we’ve registered Twirling Tiger, our legal name remains Twirling Tiger Press, Inc. and our d/b/a is Twirling Tiger Media. This helps people understand the industry we work in, while providing latitude in exactly what media services we provide. We made the change a few years ago after initial confusion with “Press.” Potential partners thought we were printers, not publishers.

Make it simple to spell.

Unless there’s a compelling reason to be unique, use conventional spelling for your name. This is important from a search standpoint—which is how most people now find businesses. It also is easier to remember when someone makes a reference.

Make sure you can live with it.

That name will define those who create it and could impact their ability to recruit talent. So be sure it reflects the meaning and moniker you wish to be remembered for.

Thank you for reading this,

Anne Saita