(This is part of a series on my blog called Eating a Whale--My Self-pub story.)
I know people who have literally have spent months, even years, coming up with a name for their business. I decided I had thirty minutes. That's just the way I do things.
First off, I wanted it very clear that the company I was creating was a publishing company, so I knew my name would be BLANK Publishing. That was easy enough. (I didn't want "Press" because in the age of e-publishing that seemed old fashioned like a printing press. Make sense? Well, it did to me.)
Now came the task of filling in the blank. I thought of all of the obvious ideas:
1- My last name
2 - My maiden name
3 - My husband's first name
4 - My husband's mother's last name
5- My mother's brother's aunt's last name
6 - You get the point
Each time I googled one of these names with the word "publishing" there was already a company with that name. At this point, I decided NOT to go with the whole relative name thing. Instead, I pulled out my 21-year-old copy of Webster's Ninth New Collegiate Dictionary.
I closed my eyes, let the pages fall open, and pointed with my finger.
Hmm. Xerophthalmia Publishing.
So I tempted fate and tried it again. The fifth time was the charm.
Levanter \lƏ-vant-Ər\ n. a strong easterly Mediterranean wind.
That was it.
I had five minutes left of my allotted thirty to find out if http://www.levanter.com/ was available and if Levanter Publishing was an available name for a business in the state of Utah.
A quick trip online to GoDaddy.com and to One Stop Utah Business Registration told me I was good to go.
Whew. Step one, done. Cost: Zero so far.