How to Name a Business

Choosing the right name for your business is crucial in establishing your brand identity and attracting customers. A well-chosen name can help your company stand out, convey your values, and create a lasting impression. In this comprehensive guide, we’ll explore various strategies and considerations to help you select the perfect business name for your venture.

Recommended: Discover the brand name that will help you stand out from the crowd. Use our free Business Name Generator to get started today.

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Understanding the Importance of a Strong Business Name

Choosing the right business name is a critical decision that can have a significant, long-term impact on your brand’s success. Whether you’re naming a new business idea or rebranding an existing one, a great brand name helps create a strong identity, making it easier for customers to remember and recognize your business. It’s often the first thing potential customers encounter, so it should make a positive impression and convey the right message about your brand.

Here are some key reasons why choosing the right business name is so important:

  • Establishes credibility and trust with your target audience, partners, and investors
  • Provides legal protection and prevents others from using similar names that could confuse customers
  • Allows for future growth and expansion without limiting your business to a specific product, service, or location
  • Enables a strong online presence by securing a matching domain name and social media handles
  • Creates an emotional connection with your target audience through positive associations

The 7 Types of Business Names

When choosing a business name, it’s essential to understand the different categories available and their respective pros and cons. The seven main types of business names are:

Eponymous Names

Named after the founder, these names embody the founder’s vision and beliefs but this may make it harder to sell the business in the future. Examples include Disney and Adidas.

Descriptive Names

These names clearly communicate the business’s purpose but can be hard to own and protect. Examples include American Airlines and The Home Depot.


Shorthand versions of descriptive names, acronyms can be more memorable and easier to pronounce but may lack meaning or emotional connection. Examples include IBM and BP.

Real Word Names 

Everyday words used in a new context, these names can evoke strong associations and emotions but are getting harder to find available. Examples include Apple and Amazon.

Compound Names

Combining two words together, compound names can be highly memorable and unique but may be difficult to pronounce depending on the name you choose. Examples include FroYo and WeWork.

Invented Names

Made-up words that can be highly unique, invented names allow for complete ownership and protection but require significant marketing efforts to establish meaning. Examples include Kodak and Xerox.

Associative Names

These names evoke imagery and attributes without directly describing the product, creating strong emotional connections but may not directly communicate the business’s offerings. Examples include RedBull and Dove.

How to Name Your Business

Naming your business is a critical process that requires careful consideration and research. Follow these actionable steps to create a strong, memorable, and effective name for your business:

1. Reflect On Your Brand Identity

Your business name should align with your brand’s core identity and purpose. Consider your mission, values, and unique selling proposition, as well as your target audience and their preferences. 

The desired tone and personality of your brand, whether professional, friendly, or innovative, should also be reflected in your name. As David Placek, Founder of Lexicon Branding, notes, “The best brand names don’t describe, they stand for a big idea, ones that translate into emotional appeal.”

2. Brainstorm Catchy Business Name Ideas

Generating a list of potential names is a crucial step in the naming process. Set aside dedicated time to brainstorm, and don’t be afraid to think outside the box.

You can also use our free AI-powered Business Name Generator tool to help kickstart your brainstorming process and generate catchy names tailored to your business.

Some common brainstorming techniques include:

  • Word association: Start with a key term related to your business and write down any words or phrases that come to mind.
  • Mind mapping: Begin with a central business name idea and create branches for related concepts, words, or themes.
  • Combining words: Take two or more words and combine them to create a distinctive name (e.g., “Facebook” or “YouTube”).
  • Acronyms: Use the first letter of each word in a phrase to create an acronym (e.g., “NASA” or “IBM”).
  • Foreign words: Explore words from other languages that have a relevant meaning or sound appealing.
  • Thesaurus: Use a thesaurus to find synonyms or related words for key terms associated with your business.

Remember to generate a large pool of potential names during the brainstorming phase. Don’t worry about filtering or judging ideas at this stage; the goal is to create a diverse list of options to work with later in the process.

Then, once you have a comprehensive list of creative business names, it’s time to start narrowing it down. Evaluate each name based on criteria such as memorability, simplicity, relevance to your brand, and overall appeal. Consider asking for feedback from trusted friends, family members, or potential customers to help gauge the effectiveness of each name.

3. Follow Naming Rules for Your Business Structure

Different business structures have specific naming requirements and restrictions. Be sure to follow the appropriate guidelines for your chosen business entity:

  • LLC (Limited Liability Company): The legal business name must include the words “Limited Liability Company” or the abbreviation “LLC” or “L.L.C.”
  • C Corporation: The name must include the word “Corporation,” “Incorporated,” or “Limited,” or an abbreviation of one of these terms (e.g., “Corp.,” “Inc.,” or “Ltd.”).
  • Sole Proprietorship: If operating under a name other than your own, you may need to file a DBA (Doing Business As) or fictitious business name statement.
  • General Partnership: The name should include the surnames of the partners or a fictitious business name.

Consult with your local business regulatory agency or a legal professional at LegalZoom to ensure your name complies with the specific requirements in your state and business structure.

4. Check Business Name Availability

Before finalizing your business name, it’s essential to ensure it’s available for use.

  • Domain availability: Check if the corresponding domain name for your business is available. Having a domain name that matches your business name can help with brand recognition and make it easier for customers to find you online. You can simply use our Business Name Generator to help you find available domain names that match your desired business name.
  • Trademark records: Conduct a thorough trademark search through the United States Patent and Trademark Office (USPTO) to ensure your chosen name isn’t already protected by another business. This will help avoid potential legal issues down the line.
  • Business name registries: Check with your state’s business name registry to confirm that your desired name is not already in use by another business in your state.

If your desired name is already taken, consider modifying it or going back to brainstorming business name ideas to find an alternative. It’s crucial to have a unique name to avoid confusion and potential legal disputes.

Registering Your Business Name

After selecting the perfect name for your new business, it’s crucial to take the necessary steps to secure and protect it. The most common ways to register your business name are by filing a DBA or forming an LLC.

For most small businesses, forming an LLC is a beneficial choice, as it offers a simple setup process and provides legal protection for your personal assets. To streamline the LLC registration process, consider utilizing an LLC formation service that can handle the paperwork and ensure compliance with state regulations.

Additional Tips on How to Name a Business

While the steps outlined above provide a solid foundation for the naming process, these extra considerations can help you refine your choices and ensure that your business name is as effective and enduring as possible. 

Keep It Short and Sweet

Aim for a name that is concise and easy to remember. Avoid long, complicated names that may be difficult for customers to recall or spell. Generally, the best business names are between 5 and 10 letters long and are easy to pronounce.

Consider Search Engine Optimization (SEO)

Choose a name that includes relevant keywords for your industry or products to improve your visibility in search engine results. However, avoid keyword stuffing or creating a name that sounds unnatural or spammy.

Avoid Trends and Clich├ęs

While it may be tempting to follow naming trends or use popular buzzwords, these can quickly become outdated and make your business appear unoriginal. Instead, focus on creating a timeless name that will stand the test of time.

Think About International Appeal

If you plan to expand your business globally, consider how your name will translate across different languages and cultures. Avoid names that may have negative connotations or be difficult to pronounce in other countries. Consider working with a translator or local language expert to ensure your name is appropriate and effective in your target markets.

Get Creative With Spelling

If your desired name is already taken, consider alternative spellings or adding a unique prefix or suffix to create a distinctive variation. However, be careful not to make the spelling too complex or difficult to remember.

Test Your Name

Before finalizing your decision, conduct market research for your chosen name with potential customers, industry experts, and even strangers to gauge their reactions and gather feedback. You can use online surveys, focus groups, or even social media polls to get a sense of how people perceive your name.

Be Open to Change

If your initial name choice doesn’t resonate with your target audience or fails to represent your brand effectively, don’t be afraid to go back to the drawing board and explore new options. It’s better to make a change early on than to stick with a name that doesn’t work in the long run.

Protect Your Name

Once you’ve chosen and registered your business name, it’s important to take steps to protect it from infringement or misuse. Consider trademarking your name and logo to ensure that you have exclusive rights to use them in your industry and geographic area. Regularly monitor your online presence and take action if you find any unauthorized use of your name or branding.


How much does it cost to register a business name?

The cost of registering a business name varies depending on your state and the type of registration you choose (e.g., DBA or LLC). Generally, a business owner can expect to pay between $50 and $500 for registration fees, plus any additional costs for a trademark or service mark, legal assistance, or filing services.

Can I change my business name later on?

Yes, it is possible to change your business name down the road, but it can be a complex and costly process. You’ll need to update your legal registration, inform your customers and partners, and potentially rebrand all of your marketing materials and assets. It’s best to choose a strong, enduring name from the start to avoid the need for a name change later on.

Can I use my own name for my business?

Yes, you can use your own name (or a variant of it) for your business. This is called an eponymous name and can work well if you have a strong personal brand or reputation in your industry. However, keep in mind that using your own name may make it harder to sell your business in the future.

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