A name is the cornerstone of a brand’s identity, and plays a critical role in your startup’s success or failure. The task of naming your business starts with understanding your core proposition, ...

Forbes contributors publish independent expert analyses and insights. John Hall covers entrepreneurial topics that help companies grow. Small business is having a moment. Between 2021 and 2023, a ...

Use free online tools to avoid legal pitfalls when choosing a business name. Proper name due diligence includes trademark searches, state-level registrations and domain name checks. Even if your first ...

Think about your favorite brand. Now ask yourself, "Why do I like that specific brand?" I can almost guarantee one of the reasons is related to its name, look or how those features make you feel.

What's in a name? For businesses, everything. A third of family firms use their surname in their business name. Smart move or missed opportunity? It depends. A well-chosen name boosts recognition and ...

Terms apply to American Express benefits and offers. Visit americanexpress.com to learn more. If you're launching your own business, you have a ton of questions that need to be answered: How do you ...