How to Come Up with a Business Name

As a future business owner, you probably have lots of creative ideas for your business name. You may even have chosen a favorite.

But naming your business involves far more than just thinking of a name you like: A lot goes into figuring out how to choose a business name.

After all, a good name will reflect your business’ identity and goals. It will help you market yourself, and it shouldn’t get you into legal trouble.

 

Your business name will be with you for a long time, so it’s important to carefully consider your choice before you invest in starting a business entity, setting up a website, and creating signs and other promotional materials.

Learn how to create a business name that not only supports your brand but also complies with regulations, follow along to learn more.

Key qualities of a strong business name

When figuring out how to create a business name, keep the following tips in mind.

• Keep it short. Ideal business names with six to eight letters are easy to remember, such as Apple, Nike, and Pepsi. Avoid long and complicated business name ideas, and stick with ones that are short, catchy, and memorable.
• Make it relevant. Don't just pick a business name because you like the sound of it. Instead, brainstorm business names that reflect your business' purpose and align with your industry. Everyone should understand the name and easily connect it to your brand.
• Sound unique and distinctive. The last thing you want is for your target audience to confuse your business with another brand. That's why it's essential to select a business name that is unique, original, and distinguishable enough from other names to avoid confusion and prevent legal issues.

7 tips for choosing a business name

When it comes to naming a business, there is more to it than just selecting a catchy business name. It's essential to follow your state's naming guidelines while ensuring your business name will resonate with your target audience, encourage brand recognition, and help your business stand out from your competitors.

The following are seven simple tips to consider when figuring out how to come up with a business name.

1. Follow your state’s naming guidelines

If you plan to form a business entity such as a corporation or limited liability company, your state’s laws will restrict you from using a name that another business entity in your state is already using. In some states, you also can’t use a name that is deceptively similar to another business entity’s name.

If you do set up a corporation or LLC, you may be required to place a business name identifier such as “corp.,” “inc.” or “LLC” after your name. Your state may also have a list of names that you’re not allowed to use. For example, you’re not ordinarily allowed to use the word “bank” unless you’re a financial institution.

You can find your state’s naming guidelines on the website of the state agency that handles business filings. Most states allow you to search registered business names online to see if the name you want is available. If you’re not ready to form your entity yet, nearly all states allow you to reserve a name, or you may be able to register your business name as a trade name or DBA.

2. Don’t pick a name that’s too similar to a competitor’s name

While you’re looking for a unique name, keep your eye out for competitors that are using names similar to the one you want. Avoid business names that could confuse your business and another similar type of business in your geographical area. For example, if there’s a “Blue Horizon Hair Care” in your town, you shouldn’t name your business “Blue Horizon Nail Spa.”

At worst, the other business could accuse you of trademark infringement, and you could find yourself fighting a lawsuit. But even if that doesn’t happen, you want your business to have its own brand and identity, and being confused with a competitor is seldom a good thing.

You can start your investigation by doing a general Internet search for similarly named businesses. You can also search the U.S. Patent and Trademark Office database for names that have been registered as trademarks. When you’re searching, be sure to check alternate spellings and abbreviations.

3. Choose a name that people can spell and pronounce

People who have names that are long, hard to pronounce, or difficult to spell tend to get tired of it. And while that can be annoying for an individual, it can be deadly for a business.

Stick to simple and memorable words, and don’t get cute with your spelling or use hard-to-remember acronyms.

4. Make your name web-friendly

Establishing an online presence is crucial to the success of your business, but it's important to see what's already online before selecting your business name. Start by typing your potential names into the search engines to see what pops up. Do other businesses with similar names already exist on the web? And what kind of keywords are associated with your prospective business names?

Once you've confirmed that you can create an online space for your brand using your business name, start creating your website and social media accounts. Chances are, you’ll have a website and Facebook page for your business. Your business may also be active on other social media platforms. Do your research and find out if you can get a domain name that matches your business name, as well as social media accounts in your name.

For domain names, simple and memorable is best. An unusual spelling or a long name may sound great to you, but it can make it harder for potential customers to find you online or type your name accurately in an email. When searching for domain availability, try to select a domain name that's as close to your business name as possible.

5. Be memorable but not too unique

Ideally, you’ll be able to get trademark protection for your business name. But for small businesses, that can be tricky.

Generic or geographical company names like “Best Plumbers” or “Chicago Pizza” may be great for attracting customers, but they can’t get trademark protection. On the other hand, the names that create the strongest trademarks consist of made-up names like “Xerox,” which can leave a small business’ potential customers scratching their heads.

Try to strike a balance by choosing a name that’s unique and creative but still describes a quality of your business.

Once you land on the perfect business name, look into acquiring a trademark or service mark for it. LegalZoom offers convenient trademark services that can help you register your business name and prevent other brands from using it.

6. Pick a name that’s consistent with your brand

Take some time to reflect on your business and the story behind who, what, where, and why you decided to create it in the first place. Put pen to paper and explore what makes your business special and how to convey that to your potential customers.

What distinguishes your business from its competitors? Is it a convenient location? Large selection? Great customer service? Knowledge and expertise? Who’s your ideal customer or client?

Also, consider the kind of emotional connection you want to conjure up for your customers. Do you want them to feel motivated and inspired? Or happy and excited? Think about words that create positive connotations with those feelings and try to incorporate them into your business name.

Furthermore, before choosing a business name, figure out what you want to be known for. And then choose a name that reflects that quality. “Speedy Car Wash” and “Velvet Touch Car Wash” describe the same type of business, but they convey different images and appeal to different clientele.

7. Don’t limit yourself

Sometimes, a business owner chooses a name that matches the town it’s located in—Cleveland Garden Care, for example. But what happens when the business decides to expand to Akron? The city moniker that once seemed so perfect doesn’t fit anymore—and may even drive away customers.

The same applies to names that describe your services. If you get too specific, you may find yourself with an inappropriate name as soon as you expand your offerings.

Focus on business names that aren't too narrow in scope. Make sure your name allows your business to grow and change, and that the name adapts with whatever direction you choose to take your business. This can help future-proof your brand and prevent it from being a one-trick pony down the road.

Business name brainstorming techniques

Brainstorming unique business names is one of the more fun aspects of creating your own brand, but it's not always easy coming up with the perfect name.

If you're in need of some inspiration, try some of these brainstorming techniques.

Create word banks

Creating a word bank is one way to generate some viable business name ideas. A word bank is basically a list of related words. To build one, gather keywords related to your industry, services, or values and then think about similar words—just try to avoid including words with negative connotations.

For instance, if you're in the auto shop business, your word bank might include words associated with vehicles, tools, and repair services. You could also create a word bank using words that represent your core values, such as speed, quality, reliability, and professionalism.

Using these word banks, you can begin to string together words to create a catchy business name.

Open a thesaurus

A thesaurus is another handy resource when brainstorming business name ideas. Similar to the word bank idea, come up with a few words that describe your business operations or convey your brand identity, and then consult the thesaurus for words with similar sentiments.

This is also particularly helpful if your first business name choice was already taken or trademarked. Simply look up those words to see if you can find other words with similar meanings.

Design a mood board

Mood boards, also called vision boards, can help you establish the words, colors, and images you want to associate with your brand identity. Seeing these visual representations of your brand can help come up with creative business names that evoke those mental images.

While some people like to create physical boards with cut-outs from magazines and printed materials, others prefer to design digital ones, like on Pinterest. It doesn't matter how you build your mood board as long as it's inspiring you and helping you create a vision for your business.

Use a free business name generator

If you're still having trouble coming up with business name ideas, try a free business name generator. Simply type in words, phrases, or details about your brand, and the business name generator will spit out ideas.

While these online tools are great for getting the creative juices flowing, we recommend using a business name generator as a starting point for your brainstorming session rather than selecting one of its recommendations right off the bat.

Test out your potential business name

Once you've landed on what you think might be the perfect business name, test it out. Share it with your friends, family members, and potential customers to get a feel for how it resonates with them. Ask for their honest feedback and opinions to help you determine if it's suitable for your brand.

At the same time, begin experimenting with the name on your logos, website, and other marketing materials to see if it matches the look and feel you'd imagined. Visualizing your business name this way can help you decide if it aligns with the overall impression you're hoping to create.

Choosing a name is one of the most exciting and creative parts of starting a new business. Before you commit to a name, though, research your state’s legal guidelines and make sure the name is available. And be sure to choose a name that reflects your business’ desired image and long-term goals.

FAQs

Can I change my business name later?

Yes, you can change your business name after you register it, but you will need to notify the IRS of the change. The process of changing your business name will depend on what type of business you've established and may involve writing the IRS, marking the name change box on Form 1120 or Form 1120-S, updating your EIN (employer identification number), and/or filing an Articles of Amendment with the state.

Should my business name include keywords related to my industry?

While it's not required, adding keywords related to your industry can help establish brand identity and brand recognition. When your business name is associated with the values, services, or goals of your business, it ensures your brand stands out and makes it easier for your customers to connect and understand your business offerings.

What if my ideal business name is already taken?

Unfortunately, if your business name is already registered and trademarked, you cannot use that same name. You can brainstorm a business name idea that is similar to it, but you'll want to ensure it's distinguishable enough so as not to confuse your customers.

What are some helpful brainstorming techniques for business name ideas?

Some helpful brainstorming techniques involve creating word banks, using a thesaurus, designing mood boards, and using a business name generator. It's also a good idea to reflect on your business' story, consider what will resonate with your audience, and ask your friends and family members for advice and feedback.

 

Jane Haskins, Esq., contributed to this article.