How To Choose a Business Name Using These Proven Tips

How To Choose a Business Name

Part 9 of Acey Gaspard’s Guide to Starting a Small Business – Made Simple

The Business Name You Select Now Is Something You’ll Want To Consider Carefully

The name you choose for your business is the name you’ll live with for years.
Think of it like naming a child. It’s going to show up everywhere: on your website, invoices, ads, business cards, and maybe even on a sign outside your building.

You want a name that fits what your business offers today and still works when you grow tomorrow.

Don’t do what Jake Klatenter did. He rushed and called his business “JK Inc.” Those are his initials, and he liked the sound of it.
The problem? He spent a lot of time explaining what “JK” stood for. And even when people understood, they still had no idea what the business actually did.

Your business name should give people a clear idea of what you do and be easy to remember.

On the other hand, Elizabeth went too far in the other direction and named her home business “Delicious Homemade Pies.”
That’s better than “JK Inc.” You can probably remember it, and you instantly know she sells pies.

The problem is that it’s too narrow. What happens if she wants to add
homemade cookies, pudding, cakes, or healthy snacks later?
Does she change the name? Stick to pies forever? Or tack on something awkward like “Delicious Homemade Pies and More”?

A name like “Delicious Homemade Treats” would leave more room to grow.

Your goal is a name that:

Makes it clear what your business is about.
Is simple enough to remember and spell.
Leaves you room to expand your products or services in the future.

Important Issues to Consider When Choosing a Business Name

Make sure the name isn’t already in use.
You don’t want to build a brand on a name another business is already using in your area or industry.
Do a basic search online, check your local business registry, and look at trademark databases if you plan to build a national brand.
Understand when you must register your business name.
In many places, if you operate under a name that’s different from your legal personal or corporate name, you’re required to register that business or trade name with a government office (often the Secretary of State, provincial registry, or local business office).
The rules vary by country, state, and province, so don’t guess. Look up the requirements where you live and see what applies to your situation.
Avoid look-alike names.
Don’t choose a name that’s close to a well-known company or a direct competitor.
For example, if your business creates software, calling it “Macrosoft” invites confusion and possible legal trouble. Even if you’re not trying to copy anyone, it looks like you are, and that hurts your reputation.
Protect your own reputation.
Imagine “Macrosoft” becomes known for poor quality. The big company with the similar name might argue that your bad reputation is hurting their brand.
It’s just not worth the risk. Create a name that’s clearly your own and not a twist on someone else’s.
Don’t lock the name in too fast.
When you come up with a name you like, sit with it for a few days before you register it.
A name that feels exciting in the moment can feel wrong after you’ve had time to think it over.
See how it looks in print.
Use your word processor or design tool to mock up a simple letterhead or header.
Seeing the name on “paper” with your contact info and a basic layout can change how you feel about it.
Play with variations.
Try different word combinations. Look up synonyms in a thesaurus.
Sometimes swapping one word for another can turn a flat name into a strong one.
Say it out loud.
Does it roll off your tongue or twist it? If you have trouble saying the name, your customers will, too.
Hard-to-pronounce names are hard to remember.
Check that it still fits if you expand.
Ask yourself: “If I grow or add new products, will this name still make sense?”
You want enough focus to be clear, but not so much that you trap yourself in one narrow corner.
Get honest feedback.
Ask a few people you trust what they think of the name. Watch their faces.
If they look confused, want to laugh, or go blank, take that as a sign you may need something stronger.

Have a look at the resources below to get more ideas and perspectives on choosing a business name that will last.

12 Tips For Naming Your Startup Business – Forbes

How to Choose the Best Name for Your Business – Inc.com

Choose Your Business Name – U.S. Small Business Administration

10 Rules for Picking a Company Name – Fortune

7 Tips for Choosing a Business Name – LegalZoom

How To Conduct a Business Name Search

The main purpose of a business name search is to find out whether another business is already using or has registered the name you want.
You want to catch problems before you spend money on branding, signs, or a website.

In many jurisdictions, registering your business or trade name can prevent another business in the same state or province from registering that exact name.
But registration by itself doesn’t usually give you total, nationwide control over the name or block everyone, everywhere, from using something similar.

For broader protection, especially if you plan to grow or operate across multiple regions, you may want to look into trademark registration as well.

Here are a few practical steps:

Search your state or provincial business registry for existing entities with similar names.
Look up registered trademarks if you plan to build a brand beyond your local area.
Search the web and social media to see who else might be using the name informally.
Do a domain name search and see if a matching or close domain is available.

You don’t need to become a legal expert. The key is to make a reasonable effort to avoid conflicts and confusion.

For more detailed help with searching business names, see:

Creating a Catchy Business Name

A catchy business name is simple, clear, and easy to remember. When it also ties directly to what you do, you’ve got a strong combination.

You don’t need something cute or clever for the sake of it. You need something people can remember, spell, and talk about without struggling.

A good test is this: if a happy customer recommends you to a friend, can that friend remember the name long enough to look you up later?

For ideas and tips on creating a catchy name, see:

Create a Catchy Company Name – CraftProfessional

Business Name Generators

Business name generators can help when you’re stuck. You type in a word or two, and the tool suggests names based on different patterns and ideas.

Use these generators as a starting point, not a final answer. Many people use the same tools, so you still need to check that the business name and domain are available, and you may want to tweak any generated name to make it more unique.

Here are a few business name generators to explore:

Whatever name you choose, take the time to think it through, check availability, and make sure it fits both where you’re starting and where you want to go. A strong business name makes everything else you do a little easier.

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