What would it be like to run a nameless business?

How would you promote an enterprise that lacks a defined title or brand?

In considering these questions, it doesn't take long to realize that a business name plays a huge role in letting the world know you exist. A business name is a constant touchstone, connecting your professional purpose with the public you serve.

Comparing then to now...

Naming a business in the year 2011 requires more know-how and awareness than ever before. No longer is it as simple as putting a family name on your office door or store front. Nor can you count on a blend of your first name and service description to do the trick on a business card.

In the days of Henry Ford, Marshall Field and Montgomery Ward, they didn't have to invest much thought or money into a unique brand. In their time, few people had the resources or know-how to start their own businesses and if they did, professional identity was considered synonomous with the family or individual that stood behind the company.

Entering a new millenium

Corporate America has undergone some big changes. Large companies have reorganized, leaving many employees suddenly without a future. Every day over the past several years, hundreds of small companies are popping up everywhere with hopeful entrepreneurs seeking to outdo growing competition with unique ideas or the best deals. The internet is now a permanent presence as an important means of marketing. With the rapid evolution of the world of business, the process of naming a professional enterprise has become more complex than ever.