"Choosing a business name is an important step in the business planning process. Not only should you pick a name that reflects your brand identity, but you also need to ensure it is properly registered and protected for the long term. You should also give a thought to whether it’s web-ready. Is the domain name even available?...Trademark infringement can carry a high cost for your business. Before you pick a name, see if a similar name, or variations of it, is trademarked...Your name is one of your most valuable business assets, so it’s worth protecting." Read more here at US Small Business.