What to Consider When Choosing a Trading Name for Your Retirement Enterprise

This is a crucial exercise you will need to address as soon as possible. It can make or break any business, offline or online.

List as many ideas as you can before deciding on the name your enterprise is to trade under. Getting it right from the start is essential – you don’t want to have to change it after a few months.

The secret is to adopt the KISS approach (Keep it Simple Simon/Sarah) and there are a few house rules to become familiar with before proceeding further. In essence, the ideal trading name should meet these five requirements:

1. No more than seven letters in the composition of the core word in the title, preferably five.

2. No more than three syllables in the pronunciation of the core word, preferably two.

3. The name must look and sound right.

4. It must fit the purpose of the enterprise.

5. It must be legally acceptable.

Using your own name is quite all right and it makes sense if you are setting up as a consultant of one type or another.

But keep it simple. Not ‘Humphrey D. Lestocque Insurance Services’, but rather ‘Lestocque Insurance’, for example, using the core words to best effect.

There is a lot in a name: get it right from the start.

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