How to Write a Vision Statement (Including Definitions, Examples, and a Vision Statement Generator)

Your business’s vision statement communicates your ultimate goal. 

Since mission and vision statements are usually discussed in the same conversation, your mission statement is what you do, while your vision statement is the view once you’re done.

Below are a few formal definitions to elaborate on the concept.


According to . . .

[A vision statement is] an aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future. It is intended to serve as a clear guide for choosing current and future courses of action.

Similar to a mission statement, a vision statement provides a concrete way for stakeholders, especially employees, to understand the meaning and purpose of your business. However, unlike a mission statement – which describes the who, what and why of your business – a vision statement describes the desired long-term results of your company’s efforts. For example, an early Microsoft vision statement was “a computer on every desk and in every home.”

“A company vision statement reveals, at the highest levels, what an organization most hopes to be and achieve in the long term,” said Katie Trauth Taylor, CEO of writing consultancy Untold Content. “It serves a somewhat lofty purpose – to harness all the company’s foresight into one impactful statement.”


Want to see those conceptual definitions in action?  Below are a number of examples to scroll though to see the different ways famous companies communicate their vision.

Google: “To provide access to the world’s information in one click.”

Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Target: “Guided commitments to great value, the community, diversity, and the environment.”

Ebay: “To be the world’s favorite destination for discovering great value and unique selection.”

Nordstrom: “To serve our customers better, to always be relevant in their lives and to form lifelong relationships. And while serving our customer face-to-face is the foundation and hallmark of how we’ve historically served them, today customers seek our service in new ways. Speed, convenience, innovation, and personalization have become cornerstones of the customer experience. Guided by these new needs, we continue to invest in the cross-channel experience, combining the accessibility of pure online experience with the high-touch inclusivity of our stores.”

Versace: “To make women and men feel beautiful and empowered.”

BBC: “To act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.”

Netflix: “Becoming the best global entertainment distribution service; licensing entertainment content around the world; creating markets that are accessible to film makers; and helping content creators around the world to find a global audience.”

The Bank of New York: “Improving lives through inclusion, innovation and investing.”

  J.P. Morgan: “Aspire to be the best; execute superbly; build a great team and a winning culture.”

 Walgreens: “To be America’s most-loved pharmacy-led health, well-being and beauty company.”

CVS: “We strive to improve the quality of human life.”

United Way:  “United Way envisions a community where all individuals and families achieve their human potential through education, financial stability and healthy lives.”

Make-a-Wish: “To be able to make every eligible child’s wish come true.”

General Motors: “To create a future of zero crashes, zero emissions, and zero congestion, and we have committed ourselves to leading the way toward this future.”

Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

Apple:  “We believe that we are on the face of the earth to make great products and that’s not changing.”

IBM: “To be the world’s most successful and important information technology company.”

Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

Taco Bell: “To grow into the largest fast-food provider of Mexican style cuisine in emerging markets.”

Burger King: “To be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.”

McDonalds: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”


As you may have noticed, most vision statements are comprised of the same basic components.  I’ll use our vision statement here at Brand Building for Small Business as an example:

While I have the different parts listed numerically for clarity, the order isn’t important.  As you’ve seen throughout the dozens of examples, these components can look very different from one company to the next.  All that matters is that you’ve clearly and fully communicated the vision of your company.


Now it’s your turn.  Try creating a vision statement for your business based on the structure below.

Here’s another example for good measure . . .

Have any questions?  As always, we’d love to hear from you.  Scroll below to the “Leave a Reply” section.  Happy vision statement drafting!

How to Set Up Simple Print-and-Cut Business Cards in Corel Draw

Disclaimer:  While we only recommend products we know and love, we want to note we use affiliate links and may earn a commission for purchases made through those links.

If you’re a graphic designer by trade, Corel Draw may not be your graphics editor of choice.  If you’re a small business owner without a lot of graphic design experience choosing to do your branding in-house, Corel Draw is a great choice.  You can pretty much address all your web and print graphics needs for a fraction of the price of the typical designer preference, Adobe. Since you’ve landed on this page in your travels, you probably already know that.  Your stumbling block may be that blank page within Corel that you’re staring at while wondering the quickest and easiest way to get professional-looking business cards designed, printed, and ready to hand out.  We’ll take you step by step through the process.

A Quick Note About Versions: I’m using Corel Draw 18. As long as you’re using a version in that same vicinity (i.e., 16, 17, 19, or 20), your view should look pretty similar to the screenshots included throughout these directions.

1.  From within Corel Draw, go to File > New.  You want an 8.5 x 11” portrait page that’s CMYK and 300 dpi:

2. Select the Graph Paper Tool:

Input 2 columns by 5 rows:

Draw the graph in any size and then switch to the Pick tool:

Change the size of the graph to 7” wide x 10” high and then type “p” to center the object on the page:

Double click the Outline Pen at the bottom right of the screen and change the color to dark gray, the width to hairline, and the style to dashed:

Then press Ungroup Objects with the graph still selected:

3. With the layout of your business card document ready, Go to File > Import and navigate to an image of your logo and click the Import button.  Then, resize as desired and place your image within the top left rectangle.  To ensure your logo is perfectly horizontally centered within the space, select the logo first, hold down the “shift” key to be able to select multiple objects, select the rectangle, at which point you can deselect shift; then, press “c” with both objects selected.

Select the Text tool so you could begin adding content:

Click anywhere on the page and type your name; press enter and add your title; then, continue adding the rest of the details you would like to show on your business card.  I’m going to include my title, phone number, email address, and web site.  Finally, set the alignment of the text to centered and choose your font and font size.  I’m going to use Calibri, size 11 for my name; size 10 for my title; and 7.5 for the rest of the information.

Move the text to the desired spot within the rectangle and horizontally center the two (click the text, press the ”shift” key while also selecting the rectangle; then, press “c”):

Now, you’ll want to adjust the spacing a bit.  With the text selected, press Ctrl + k to break each line into its own text object.  Then, I’m going to stretch out the character spacing of my name from 0% to 150%.  To do so, press Ctrl + t to edit the text properties. 

To ensure the two words don’t run into one another with the extended character spacing, I’m going to change the Word Spacing from 100% to 450%:

For my title, I’m going to use 50% character spacing and 250% word spacing.

Next, I’m going to select the phone number, e-mail address, and web site – pressing the down arrow key a few times until I’m happy with the placement:

4. And now we’ve got one business card in place!  To distribute the card design throughout the page so they can be printed ten at a time, select the rectangle you’ve been working on along with all the content inside and press Ctrl + g to group them together.  Press Ctrl + d to duplicate the business card:

Keeping the newly created business card selected, press the “shift” key while selecting the top right rectangle; then, press “e” to vertically center and “c” to horizontally center:

Select your two business cards and press Ctrl + g to group the two together and then Ctrl + d to duplicate them both:

With your newly created group of two business cards selected, press shift while selecting the second rectangle in the first column, and press “t” to top align the objects and “l” to left align the objects:

Repeat that process until all the rectangles are filled with your business cards:

5. Save your file and print; be sure to set your Print Quality to the best available option.

When choosing your paper, I recommend a quality cardstock between 80 and 100 lb — any thinner, and your business card will be too flimsy; any thicker, and you risk problems using the paper in a conventional home printer. A matte versus glossy finish is really a personal preference, but you do avoid any potential for fingerprints on a matte stock.

Then, cut!  For the cleanest and straightest edges, use a paper cutter.  

A Note About Fonts and Colors:
While the instructions described above will achieve the simple and modern design pictured, you can (and should) customize the look for your business. If you’ve been brand building from the start, you already have a Style Guide in place, and everything you create for your business should reflect the guidelines you’ve set for your logo usage, fonts, and colors. If you’re new to branding, be sure to review our story on The Role of a Brand Style Guide.

How to Set Up Simple Print-and-Cut Business Cards in Microsoft Word

You want simple, nice, and professional looking business cards.  Easy, Peasy, right?  Unfortunately, creating business cards from scratch can be a little intimidating for even a tech-savvy person.  Thankfully, Microsoft Word actually makes a decent amount of business card templates available to you.  While the focus is clearly quantity versus quality, their templates do save you a number of groundwork steps, so they are a good place to start.  You can go from a blank Word document to print-ready business cards in only ten steps. . . . 

(For a personalize-and-print option for $6, skip to the end.)

1.  From within Microsoft Word, go to File > New and type “business cards” into the search box. 

Scroll down through the search results to the vertical “flower personal business cards”.

Press Create.

2. Right click the cross within a square at the upper left and choose Table Properties.

Select Table > Borders and Shading > Border and set the Setting to All, the Style to dashed, the Color to light gray, and the Width to ¼ pt; press OK.

Then go to Cell and set the Vertical Alignment to Centered and press OK once again.  You now have business cards that are horizontally and vertically centered with very faint visual guides for cutting.

3. Delete all the content from the first card, insert your logo, and size to your liking, keeping in mind you will need space for your contact information.

4. Press enter to advance to the next line and set the font to Calibri, the font size to 11, and the font color to black.  Press Ctrl + D for advanced font and character options.  Click the Advanced tab and set the Character Spacing to Expanded By 3 pt.  Press OK and turn your Caps Lock on.  Type your name.

5. Press return to advance to the next line.  Change the font to Calibri Light and the font size to 10.  Click Ctrl + D, change the character spacing to .5 pt, and press OK; then, type your title.

6. Press return to advance to the next line and change the font size to 7.5.  Then include your contact information, limiting yourself to three lines. 

7. Place your cursor after your logo, right click, and go to Line Spacing Options.

Within Indents and Spacing, set the Spacing After to 6pt, and press OK.

Set the cursor after your title and repeat.

8. Once you’re happy with your layout, select the entire contents of that card, and copy by pressing Ctrl + C.  Then, select the contents of another card, press Delete, and Ctrl + V to paste your new design.

Repeat the process for the rest of the page.

9. Save your file and print; be sure to set your printer Print Quality to the best available option. (When choosing your paper, I recommend a quality cardstock in between 80 and 100 lb — any thinner, and your business card will be too flimsy; any thicker, and you risk problems using the paper in a conventional home printer. A matte versus glossy finish is really a personal preference, but you do avoid any potential for fingerprints on a matte stock.)

10.  Then, cut!  For the cleanest and straightest edges, use a paper cutter.   

A Note About Fonts and Colors:
While the instructions described above will achieve the simple and modern design pictured, you can (and should) customize the look for your business. If you’ve been brand building from the start, you already have a Style Guide in place, and everything you create for your business should reflect the guidelines you’ve set for your logo usage, fonts, and colors. If you’re new to branding, be sure to review our story on The Role of a Brand Style Guide.

Personalize-and-Print Template

If you would prefer to forgo the instructions above and purchase a preformatted template, the file is available for $6. In this version, you need only enter your information into one of the cards, and the rest will populate automatically. Simply type your info, print, and cut!


The Role of a Brand Style Guide

As a small businessowner, I suspect many of you saw this headline and asked, “What is a Brand Style Guide, and why bother when I have more immediate needs that might generate income?”


I can see you are about to close this page . . . and I want a shot at keeping you reading.  I’ll start by answering those two questions.

A Brand Style Guide is a written statement that defines and describes the way in which you present your business to the world.  Typically, both the message and key elements of the visual treatment are encompassed.  

Many large companies have invested millions of dollars perfecting the brand image and the message that gets presented.  Therefore, no one should be surprised that THEIR style guides are VERY detailed and address a wide variety of circumstances.  For example, MacDonald’s is quite protective of their golden arches (see  For 50 more examples, check out   That said, many smaller businesses want the benefits of having a standardized message but do not see a need for a document that does more than address key elements of branding and style.

For our blog, we fall into that latter category.  We recognize that we could benefit from articulating a few basic rules but don’t require a more elaborate guide.  Perhaps in time, that other approach might be warranted . . . but not yet.  Since we suspect many of you fall into this category, we’ll be devoting this blog entry to the creation of a small manual – our own!  (Feel free to download and review a copy . . . and use ours as a template/starting point for your own.)

We began by identifying the issues we wanted to cover:

  • Our mission and differentiating qualities (i.e., the synopsis of “Our Story”).
  • Our brand voice.
  • Our guidelines for use of our logo – attempting to make that icon our unique brand signature.
  • Our color palette.
  • The fonts used with our logo.
  • The types of photos and images selected.

Mission/Differentiating Qualities

When Carole and I decided to start our blog on marketing/communication strategies, we were determined to pass along useful how-to information and instruction that might enable a small business owner to have a highly evolved and very professional brand . . . while doing all of the required work inhouse.  Having been practitioners in this field for decades, we knew the difficulties that could be encountered in going DIY . . . as well as the very high cost of hiring third parties to perform these tasks.  For example . . . just a few years ago, a company affiliated with my employer paid $25,000 to have a style guide prepared for a new start up.  Frankly, the product delivered did not justify the cost. 

So . . . think about the characteristics that set you apart.   Those features are the heart and soul of your business plan and provide the critical backdrop needed to create your Brand Style Guide.

Page 4 of our Style Guide

Brand Voice

Are you traditional or avant garde?  Friendly and very personal . . . or somewhat distant and formal?  When you are expressing yourself, are you picturing an audience of fellow professionals . . . or the general pubic?  The way in which you answer questions such as these determines the voice that will be identified with your brand.

Carole and I naturally write with different styles.  And yet, we did set some basic parameters that will, we hope, create a single voice unique to our blog.  Specifically, we determined that we would keep our use of jargon to minimum OR (when necessary) be sure to define and explain the meaning of terms.  Similarly, we are choosing to be as anecdotal as possible, which gives our readers a chance to get to know us a bit better . . . while hopefully creating an overall friendly tone and helping others to benefit from our experiences.

Within those fairly broad parameters, we figure we will just allow ourselves to use our natural styles of writing rather than attempt to sound like each other.  We think this degree of variety/similarity works well for our purpose . . . and hope you agree.

In general, words like the following speak with our voice:  simple; straightforward; practical; experienced; convenient; direct; professional; DIY; “do it yourself”;  useful; “how to”; and self-reliant.

Use of Logo

Every logo creator hopes and intends for the graphic to become an immediately identifiable symbol.  Toward that end, consistent and frequent use of the exact image is necessary.  Our basic logo for this blog is pictured to the left.  The primary variation to be used both in print and online/onscreen is the three-color version shown at the top.  When only a single color is available (either due to the medium used or cost-saving economics) the black and gray version is permissible.  A single-color, black alternative has also been created for those select occasions when the method used to reproduce the image will not handle gray successfully.  (Example – some photocopying of forms.)

While we believe our logo is sufficiently scalable to become signage atop a building or an imprint on a golf ball . . . and all sizes in between, you need to always be sure the logo you are using has sufficient resolution (i.e., image data or tightly placed Dots Per Inch – DPI) and is being passed along in a file type suitable to the task.

Technical Note . . .

For onscreen use such as web pages, you typically want a resolution of 72 dpi in a file type such as a .jpg, .png, or .gif with an RGB (red-green-blue) color mode.  While each of these file types can be successful, only the latter two support a transparent background (jpg’s add white in null spaces rather than allowing no color).

For print purposes (including most print advertisements), you typically want a resolution of 300 dpi rendered in a CMYK (cyan-magenta-yellow-black) color mode.  While high resolution .jpg and .png files can also be used for print, other options become available, including more easily scalable .eps (Encapsulated PostScript) or pdf (Portable Document Format) files. If you are printing in one-color black (including the black/gray variation), you will want to use a grayscale color mode.  (The logo can be reversed to feature white when used on a dark background.)

Too technical?  Perhaps.  However, the key to keeping your logo looking good at all times is to make sure the right kind of file has been used . . . and we wanted to acquaint you with some of the basic considerations that will be explored further in future blog entries – including preparation of a logo download page that can provide any third party the kind of source material needed to handle your logo correctly.

Interestingly, style guide pages on logos typically spend more time and space enumerating “Don’ts” rather than spelling out the “Dos.”  For Example:

  • DO NOT add, move, remove, replace, or reposition any portion of the logo!!  (With one of our past corporate logos in particular that was very horizonal, vendors were constantly trying to break the whole into pieces that got restacked vertically.)
  • DO NOT change any colors or fonts.
  • DO NOT stretch or distort the logo.  Remember, you can never change just the horizontal or just the vertical dimension without changing both.  Doing so creates distortion.  (Note: That’s the reason quick resizing in graphic programs always uses diagonal motions.)
  • DO NOT remove elements of the logo. (Example:  We like our hammer; don’t fill in the color!)
  • DO NOT place the logo on a busy or distracting background.
  • DO NOT apply a logo or logotype color variation to a background with insufficient contrast.
  • DO NOT create your own variations.

Every logo is custom designed;  no other combinations are permitted.  In those cases in which a logo has been trademarked, failure to use the exact versions registered can weaken or negate a legal position.

Note:  We wanted to mention that our final logo also incorporates a clear box around the icon.  We take this step to avoid any image material getting cut off during file handling, especially the rounded bottoms of letters or those with descenders.

Color Palette

As previously noted, different uses of a logo require a different “color mode” – a very tricky subject involving lots or esoteric technical information.  Bottom line:  use CMYK (or grayscale) for print and RGB for web use.  Most graphic arts programs will give you the ability to switch back and forth between these modes.  However, you will note that print and onscreen versions of the same color can vary somewhat, which is the reason these programs include elaborate methods of color correction.  Rule of thumb – a CMYK color viewed on your computer will seldom reproduce in exactly the same way when printed.  Getting these two to match is as much an art (tempered by experience) as a science.  Nevertheless, use of the right color modes will almost always produce a result that is at least acceptable.

For example . . .

  • The lighter blue in our logo’s B, A, D = RGB 69-96-128; CMYK 81-60-31-10.
  • The darker blue in R, N, and BUILDING = RGB 39-59-84; CMYK 89-74-45-38.
  • The hammer is white (RGB 255-255-255; CMYK 0-0-0-0), and “for small business” is pure black (RGB 0-0-0; CMYK 0-0-0-100).
  • For those somewhat rare applications requiring a grayscale color mode, the lighter gray is L88, the darker gray is L35, the black is L0, and white is L255.

Once you become familiar with expressing colors as formulas, you will be able to communicate successfully with vendors such as commercial printers, graphic artists, and other professionals.  Until then, we wanted you to be aware that these color systems exist (as well as a variety of others such as Pantone/PMS, HEX, LAB, etc.) so you’ll be able to act appropriately upon being told 0-0-0-0, and you’ll understand that 51-51-51 is not a code for an “Area” in Roswell, New Mexico.


Our logo incorporates two fonts:  Titullian Web Black for the words BRAND and BUILDING and Candelon Regular applied to “for small business.”

For the text of our blog, we’ve chosen to use Georgia. 

If you are looking to reproduce these fonts or want a resource for finding others, we suggest you check out  Other alternatives exist, but we’ve found this one to be good and useful.

Photos/Other Iconography

For our blog, you’ve probably noticed that we elected to highlight our logo as the primary imagery on the page – hopefully calling added attention to that item.  Since we needed some other photo just to properly balance the page, we selected neutral content that would recede into the background and not compete.

Nevertheless, we do anticipate periodically using a photo or other graphic element to enhance the point being made and to add some visual interest.  When making such choices, the following will be some of our considerations:

  • Use of people; generally speaking, faces make an image more interesting. 
  • Demographic diversity.
  • Positive energy (Are the people smiling and happy?  Excited?).
  • Contemporary (not necessarily young but avoiding elements, such as old cars or computers, that date a picture).
  • Simplicity (not too many elements and generally tending to closer focal points).
  • Compatible colors.
  • Narrative relevance; humor when possible.

By-lines/Tag Lines

Many companies successfully incorporated a tag line into their brand identity. Ever hear the phrase “Breakfast of Champions” or perhaps “Betcha can’t eat just one”?


When building your brand, consider your options, remembering that a good tag line reflects a differentiating quality, reminds us about a key benefit, and imparts a positive feeling.  If you do have or develop a tag line, be sure to specify any rules for usage in relation to your logo.  (Very often, tag lines become part of the graphic.)

While we have not adopted a fixed position or graphic treatment for our tag line, we have chosen the language:  “A Blog for Entrepreneurs Looking to Create and Develop their Corporate Identity.”


A short description of your product or service will often be needed when sending out press releases, producing sales literature, creating marketing ads, and even filling out forms.  To ensure a consistent, properly branded message, you should develop one or more variations of such a description.   For us, one short paragraph seemed adequate to get started:

“Produced by two experienced communication professionals, Brand Building for Small Business is a blog that aims to provide practical, do-it-yourself advice about creating a brand identity from the bottom up . . . and using that vehicle to help generate income streams.  Expect simple, straightforward tips that can be executed by a single person or a small group on a very tight budget.”

Your Brand

Probably the single most important rule for a Brand Style Guide is to use the rules regularly, to incorporate the elements into your decision-making process, and to not allow yourself too many exceptions . . . though some necessities will certainly turn up.

Companies that spend thousands of dollars getting a guide prepared for them have a built-in incentive to dictate their use . . . while your motivation as a small business for creating and sticking to your guide is less immediate – more of an act of faith.

However, your efforts can pay off.  Successful brands are those with elements that resonate with the audience . . . those that are based in reality and communicate a truthful message in both spoken and unspoken ways.  So, be honest with yourself in making your underlying branding decisions, and you’ll stand a very good chance at building a great brand identity.

BTW . . . Changing a brand is another story for the future.  Whether small refinements are being introduced or a more basic overhaul is underway, this task is a daunting one and is another good reason for being careful in determining your initial brand building efforts.

Once again, feel free to download a complete copy of our Brand Style Guide for use as a starting point in developing your own.  Save some time that can be devoted to other sales strategies!

What’s in a Name?

Picking a name is the easiest task you face when starting a new business and developing your brand, right?


While you might expect this step to be a “no brainer,” the path to success is fraught with countless obstacles standing in your way – a lack of creativity being the least of your worries.

During our years in the corporate world, Carole and I had numerous opportunities to name companies and products . . . and over time were asked to use a variety of strategies from the hire of a highly paid consultant to a company-wide naming contest.  When you have 500 employees allowed to make multiple submissions, you quickly get a pool of 2,500 alternatives to choose among. So, you’d assume that at least one of those entrants would be a winner.  Sadly, such was not our experience.

Ultimately, we have learned to keep the task as simple as possible AND to avoid the confusion caused by tooooo many opinions.  Since we recently went through such an exercise in naming our blog, I will offer this very fresh example to illustrate some of the hard-earned lessons (AND SHORTCUTS) we have learned.

Aside:  BTW, do you like the name?  (We’d love to hear from you.)

Three Criteria that Must Be Met

  1. Be memorable and preferably short.  (Some people, including me, believe the best names reflect the content or value of the product or service in a self-explanatory way.)
  2. Be available.  (Sound too basic to list?   After playing this game a few times, you’ll be shocked at the number of names already taken – especially the good ones!)  When another party has already planted their intellectual-properties stake in the ground by starting the registration process, might as well give up and turn your attention elsewhere.
  3. Has an accompanying Internet domain name/address that’s easy to use and even easier to remember.

While a number of other matters certainly need to be considered in picking a name (reproducibility, color, flexibility in size, etc., etc., etc. – including the visual potential of the words chosen in developing a logo and other supporting materials), these items will more appropriately be discussed in Parts 2 and 3 of Branding Basics, which address logo design and the creation of a style sheet.

Brainstorming (Developing an Initial Pool of Names)

With these three criteria providing a VERY basic framework for the process, Carole and I gave ourselves the assignment of each coming up with five suggested names.  To get started on my end . . . I wrote down EVERY name imaginable – good/bad/indifferent – ranging from such selections as “Spread the Word” to “Communicate – A Practical Guide.”  When developing this first list, you need to force yourself to be uninhibited and must be willing to be “Dumb” because that’s all part of the process.  However, you and your team usually get a few good laughs in return.

Next, I narrowed my list down to the required five and sent them off to Carole.  She did likewise, and we voted on our favorites.  One name that didn’t make the cut was “Brand Building . . . to Help Sell DIY.”  While neither of us selected that option, Carole said, “What about just Brand Building?”

Liking the short version and both of us being suckers for alliteration, we decided to take that option through the next steps.

Domain Name/Internet Address

Sooooo . . . we had a candidate, but would we be able to secure a name that would help us transact business?  

To check, go to a site like  Upon searching the availability of our name, we learned that was not available . . . but we also saw that the name could be purchased for $19,000! 

To us, that meant we were on the right track – the name was popular enough to command a steep price (a good sign).  However, unwilling (or psychologically incapable) of investing that much money, we began considering different variations and ultimately landed on “Brand Building for Small Business.”  Since we had already determined that we’d use WordPress to host our blog, we did spend the very reasonable amount of money to secure that platform.

Is our chosen name perfect?  Being a little longer than the ideal, probably not.  However, we believe the strengths outweigh the weaknesses.  In our experience, many perfectly acceptable product and/or company names can’t be used because a reasonable accompanying Internet name/address is not available.  We think our choice passes a number of key tests. 

However, one avenue that can always be considered is a unique but generic name that has no obvious ties to your product or service  . . . but sounds neat and is memorable.  EX:  Apple or Google.  The benefits of this approach are minimal competition for domains (potentially), very small likelihood of copyright issues arising, and a name that will “fit” whatever your company grows up to be.

Intellectual Property Rights

For a quick preliminary test of intellectual property rights, go to the web site of the U.S. Patents and Trademark Office:  This official government app allows you to enter a name and see all of the possible similar variations that are (or have been) in use.


In our case, we found no exact matches but a few that had some similarity.  In such cases, you have to determine whether the address owner operates within the same industry and whether our use of the name could cause any confusion within the marketplace. (For a more exact and reliable explanation of the legal ramifications, consult your attorney.)

In the end, we felt we were seeing a fairly common use of Brand Building as a conceptual term . . . but not necessarily a name for a competing product.  Therefore, we decided to move forward.  However, be aware that names and other intellectual properties have significant value, so challenges can occur – Carole and I have experienced them ourselves in the corporate world – on both the giving and receiving end.

Next Up

Having gone through these exercises, we have our name and a key building block for our brand.

What comes next?

Time to build (and perhaps trademark) a logo (See: Design your Own Logo).

BTW—some form of testing of your chosen name is always a good idea.  Such a process can be as simple as informally asking the opinions of friends and colleagues . . . or can be a formal study involving a demographically correct group of participants.  In the end, a good name will ultimately resonate with the experience of the audience – making the name easier to remember.