Subscribe Ask the Editors Search Entire site Smallbiz Bookstore Msg. Our Marketing Expert reveals why you should think twice before changing your business name. The food establishment we re going to purchase is a bar now, but we re going to serve a full menu. But before you take such a major step, make sure you re not throwing away something of great value.
Name recognition is one the most vital components of success for any restaurant.
Since you re buying the bar and turning it into a full-service restaurant, it s clear the former owners were unable to make the operation a complete success. If you choose to change the name because you feel it has little intrinsic value, the attorney who handles your incorporation or purchase should also be able to handle registration of your business s new name. To publicize your expansion and acquisition of the restaurant, make it your mission to gain maximum exposure for the new name. From grand opening public relations events and traditional advertising to ads on taxi-tops pull out all the stops when it comes to spreading the word, and make sure all the right people hear, see and remember your restaurant s new name Kim T. Gordon is one of the country s foremost experts on entrepreneurial success. A multifaceted speaker, author, media spokesperson and marketing expert, she has helped thousands increase their business success.