Choosing a Distinctive Business Name - BodyShop Business

Choosing a Distinctive Business Name

Here are a few guidelines from to use in your quest for a distinctive business name:

According to, if your business name is entitled to protection, trademark law will prevent another business from using a name or logo that could be confused with yours. Though any business name you choose is a trademark, to qualify for trademark protection, your name should be what trademark law considers "distinctive." Distinctive business names are both clever and memorable and receive protection under federal and state trademark law. Common or ordinary names (such as Bob’s Body Shop or Tom’s Towing) usually don’t. Likewise, geographical names are difficult to protect under trademark law.

  1. Make your name memorable. A creative, distinctive name will not only be entitled to a high level of trademark protection, it’ll stick in the minds of your customers. Forgettable names are those of people, those that include geographic terms and names that literally describe a product or service. Remember, you want to distinguish yourself from your competitors.
  2. Your name should be appealing and easy to use. Choose a name that’s easy to spell and pronounce and that’s appealing to both eye and ear. Try to pick a catchy name that people will like to repeat. Make sure that any images or associations it evokes will suit your customer base.
  3. Avoid geographical names. Besides being easy to forget and difficult to protect under trademark law, a geographical name may no longer fit if your business expands its sales or service area. If you open Springfield Collision Specialists, for instance, will it be a problem if you want to open a second shop in downtown Chicago?
  4. Get feedback. Before you settle on a name, get feedback from potential customers, suppliers and others in your support network. They may come up with a downside to a potential name or suggest an improvement you haven’t thought of.

You May Also Like

Deadline for Busch Memorial Scholarships Approaching

Two scholarships will be awarded to students pursuing a collision career.

The ASE Education Foundation announced that the deadline to apply for the Michael Busch Memorial Scholarships is March 31. Presented by the foundation, two scholarships will be awarded for the 2024-25 academic year to students pursuing a career in the collision industry.

Qualified applicants should be graduating high school seniors or have graduated from high school or received a GED certificate. In addition, applicants should be enrolled or planning to enroll as a full-time student in a two- or four-year college or university or in an ASE-accredited post-secondary collision repair program.

Body Bangin’: Stand Out in a Consolidator’s Market with John Shoemaker

Micki Woods interviews John Shoemaker of BASF on how to be “elite” in a consolidator’s market.

Body Bangin’: Can Loaner Vehicles Be Another Revenue Stream?

Micki Woods interviews Laura Tierney of on turning loaner vehicles into a new profit center for your shop.

Protect Your Shop from Cyber Crimes with Mark Riddell

Micki Woods interviews Mark Riddell of m3 Networks Limited on what auto body shops can do to protect themselves from a cyber attack.

Body Bangin’: The Disengagement Epidemic with Kevin Wolfe

Micki Woods interviews Leaders Way Owner Kevin Wolfe on why 73% of work professionals are disengaged today and what we can do about it.

Other Posts

Body Bangin’: I Thought We Were Doing It Right with Josh Piccione

Micki Woods interviews Josh Piccione on repairing vehicles correctly — according to manufacturer guidelines.

Body Bangin’: Be a Star Not a Hamster with Robert Snook

Micki Woods interviews popular keynote speaker Robert Snook on how to differentiate and grow your business.

Body Bangin’: Know Me, Know My Car with Mike Anderson

Micki Woods interviews Mike Anderson on the importance of building an emotional connection with your customers.

Body Bangin’: Fighting for Consumer Safety with Burl Richards

Micki Woods interviews Burl Richards on his personal mission to fight for consumers’ rights and safety.