How to Name Your Business

So, you’ve got a brilliant business idea, and you’re ready to take the plunge into entrepreneurship. But there’s one small—yet incredibly important—detail you need to tackle first: what to name your business. Your business name is the foundation of your brand identity and the first impression potential customers will have of your company. No pressure, right?

As a new business owner, creating a standout business name can be an incredibly daunting task. You want a name that sticks in people’s minds while being short, memorable, and instantly iconic. If the perfect name doesn’t come to you right away, don’t be discouraged.

In 1965, 17-year-old Fred DeLuca teamed up with family friend Dr. Peter Buck to start up a small sandwich shop in Bridgeport, Connecticut, called Pete’s Super Submarines. Customers found the name difficult to pronounce, so in 1968, DeLuca and Buck changed the name and found a boost of success. The new name: Subway.

In this article, we’ll help guide you through the process of naming your business. We’ll explore why business names are so important, what naming mistakes you should avoid, and ultimately, how to come up with a business name that you absolutely love!

• Why Your Business Name Matters
• Naming Your Business: A Step-By-Step Guide
• Common Business Name Mistakes to Avoid
• The Stories Behind Famous Business Names

Why Your Business Name Matters

Your business name is like a handshake; it’s how you introduce yourself to each new customer who comes across your company. 

Your business name can have a tremendous impact on your brand identity; it can influence your target audience’s perception and even affect your success in search engines and social media platforms.

A good business name should:

• Reflect on what your business stands for
• Be easy to remember and spell
• Avoid confusion with other businesses
• Have an available domain name and social media handles
• Not have negative connotations in other languages or cultures
• Be legally available for registration

More Than A Name

While a business name is a central part of building a successful brand, it’s important to recognize that a good name can only take you so far. In order to build a successful business, you need to pair marketing efforts, like naming options, market research, and branding imagery, with a strong product and outstanding customer service.

Amazon founder Jeff Bezos has an amazing quote when it comes to the nature of branding.

“Your brand is what people say about you when you’re not in the room.”

You want potential customers to know your business name, but more importantly, you want them to speak about your business positively. So, while you should definitely take the time to flesh out your business name ideas and come up with a name that resonates, you should also take time to ensure your business entity lives up to that name.

Naming Your Business: A Step-By-Step Guide

Now that we’ve covered why business names are so important, we’ll take you step-by-step to make sure your brand stands out with an amazing business name.

Step 1: Brainstorming Business Name Ideas

First things first—get creative! Start jotting down as many business name ideas as you can. Write down any words, phrases, and concepts that relate to your industry, your products or services, and what you want your brand to represent.

Here are some brainstorming tips:

• Think about your brand identity: What emotions or messages do you want your name to convey?
• Play with words: Try alliteration, rhymes, or puns to make a catchy business name.
• Look at other brands for inspiration: Without copying, of course!
• Use a business name generator: Tools like a free business name generator can spark new ideas you might not have thought of.
• Ask for feedback: Run your ideas by family members, friends, or even your target audience.

Tip: As a business owner, you might consider using your first name or last name somewhere in your business name. While this has worked in the past (Hewlett-Packard, for example), this is not a great naming option for most companies. Unless you are an influencer with an established following, people are unlikely to have a connection with your name, so coming up with some more creative business names that are more relevant to your industry is the better route to take.

Step 2: Check Availability & Legality

Coming up with a name is fun, but making sure you can actually use it is crucial. You don’t want to fall in love with a name only to realize it’s taken or lands you in legal trouble.

Here’s what you need to check:

1. Entity Name Search

Most states require that a business entity name be unique. Check your state’s database to ensure your name isn’t already taken.

2. Trademark or Service Mark Search

Even if a business name isn’t registered in your state, another company may have a trademark or service mark on it. Search the USPTO database (or your country’s equivalent) to avoid legal complications.

3. Domain Availability

Your website is a central part of your business. If the domain name isn’t available, you might need to tweak your name. Use FreeLogoServices’ Domain Name Search to check domain availability.

4. Social Media Handles

Your brand should be easy to find on social media platforms like Instagram, Twitter, and Facebook. Search for the name to ensure another brand is not already using it.

Step 3: Consider Future Growth

Before locking in your business name, think long-term. Will the name still make sense if you expand into other markets or services? For example, naming your company “Sarah’s Cupcakes” might be limiting if you later decide to offer cookies and pastries. Opt for a name that allows room for growth.

Step 4: Test Your Business Name

Once you’ve narrowed it down to a few potential names, it’s time to test them out. Ask yourself:

• Does it sound good when spoken aloud?
• Is it easy to spell and remember?
• Does it evoke the right emotions?
• Are there any unintended negative connotations?

Survey your target audience and gather feedback before making your final decision.

Step 5: Incorporate Your Business Name into Your Logo

Your brand name should work hand-in-hand with other marketing materials like your logo to help build up your brand presence. Your logo should visually complement your business name, reinforcing your brand’s message and making it more memorable.

• Choose a logo style that matches your name: If your business name is fun and playful, your logo should reflect that with bright colors and creative fonts. If your name is elegant and professional, opt for a sleek and sophisticated logo design.
• Use fonts that reflect your brand: The typography you use in your logo should enhance the meaning of your business name. For example, a tech startup might use a modern, clean sans-serif font, while a handmade goods brand might opt for a more decorative script.
• Pick colors that reinforce your business identity: Colors evoke emotions. A financial firm may choose blues to represent trust, while a wellness brand might use green for balance and health. Make sure your color palette aligns with what your brand stands for.
• Ensure your logo works in different formats: Your logo should be versatile. Test how it looks on business cards, social media platforms, websites, and even merchandise. A well-designed logo maintains its impact across different mediums.
• Use FreeLogoServices: With thousands of fully customizable templates and the option to work with a designer, FreeLogoServices makes creating a professional logo a breeze. Create an amazing business logo to accompany your new name in just minutes.

Step 6: Make It Official

Congrats! You’ve found the perfect business name. Now it’s time to make it official by:

• Registering your entity name with your state.
• Applying for a trademark if necessary.
• Securing your domain name and setting up your website.
• Claiming your social media handles to build brand recognition.
• Getting your Employer Identification Number (EIN) if required.

Common Business Name Mistakes to Avoid

Even with the best intentions, many business owners make mistakes when choosing a business name. Here are some common pitfalls to avoid:

• Choosing a name that’s too complicated: If people can’t spell or pronounce your name, they’ll have a hard time remembering it.
• Not checking for trademarks: Skipping this step can lead to legal trouble down the road.
• Ignoring domain name availability: If the perfect name doesn’t have an available domain, you may struggle with online visibility.
• Being too generic: A name that’s too broad might not stand out in search engines or capture your unique brand identity.
• Copying other brands: Avoid names that are too similar to other businesses in your industry, as this can cause confusion.
• Not thinking about the future: Your name should allow room for growth rather than limiting your business’s potential.
• Not considering cultural implications: Make sure your business name doesn’t have negative connotations in other languages or cultures, especially if you plan to operate internationally.

Not Making Your Business Name SEO-Friendly

One of the biggest mistakes that you can make when coming up with a new business name is neglecting Search Engine Optimization (SEO). SEO plays a major role in getting your business noticed online. 

Here are some tips to ensure your business name helps rather than hinders your online visibility:

• Use keywords: If possible, incorporate relevant industry keywords into your business name. For example, “Denver Plumbing Pros” will rank better in searches than a vague name like “AquaFix.”
• Keep it short and memorable: Shorter names are easier to type and remember, making them more SEO-friendly.
• Avoid hyphens and special characters: These can confuse search engines and make it harder for customers to find you.
• Check search engine results: Before finalizing your name, do a quick search to see if other businesses or websites dominate the results.
• Secure a matching domain name: A domain name that matches your business name improves credibility and search ranking.
• Optimize your website and social media pages: Once you’ve settled on a name, use SEO best practices to ensure your content is discoverable.

Having a great business name is just one piece of the puzzle. If you haven’t created an SEO-optimized website for your business, FreeLogoServices’ Website Builder has all of the tools you need to get your professional website up and running!

The Stories Behind Famous Business Names

Whether you’re using a business name generator, AI tools, or just your own imagination, having some inspiration is a great way to help you choose a business name. Here are the stories behind some famous brand names to help get the creative juices flowing.

Nike

Another example of a brand that has had multiple names, Nike, was founded in 1964, and it was initially called Blue Ribbon Sports. The marketing team believed that that name was too long, so in 1971, Jeff Johnson suggested naming the company after the Greek goddess of victory. The name was short, punchy, and fit well with the sports theme of the company, and the rest is history.

Google

The name Google has become ubiquitous with search engines, so much so that the term “Google that” has crept its way into our everyday speech. But did you know that the company’s first crack at a search engine was called Backrub? Luckily, this name didn’t stick. Google’s name is derived from “googol,” a mathematical term for the number 1 followed by 100 zeros. It reflects their mission to organize an immense amount of information.

Lego

The name LEGO comes from the Danish phrase “leg godt,” which translates to “play well,” and was officially adopted by the company in 1934. It wasn’t until decades later that someone realized that the name LEGO also means “I assemble” in Latin. This coincidence makes the name all the more perfect.

WD-40

The lubricant spray has a unique story behind its name. In 1953, Norman Larsen was working on a formula for a compound that could help prevent corrosion. After 39 failed attempts, Larsen finally got it right, and to celebrate, the product was named WD-40, which stands for “Water Displacement, 40th formula.” The name is a constant reminder of the power of persistence.

Apple

There are a number of different theories as to how Apple Computers got its name. One account suggests that Steve Jobs was on a fruitarian diet, and he had recently come back from an apple orchard where he got the inspiration for the name. Another theory is that Jobs wanted the company’s name to appear ahead of Atari, his previous employer, in the phone book.

Conclusion

Naming your business is an exciting (and slightly nerve-wracking) process, but taking the time to get it right will pay off in the long run. By following these steps, you’ll create a unique name that reflects your brand and resonates deeply with your customers.

Once you have a name in place, let FreeLogoServices help take your brand to the next level with logo designs, professional business cards, custom apparel, websites, and more!

FREQUENTLY ASKED QUESTIONS

What if my perfect business name is already taken?

Try tweaking it slightly by adding a unique word, changing the spelling, or using a different extension for your domain name. However, avoid names that are too similar to avoid confusion or legal issues.

Should I use my own name for my business?

Using your name can add a personal touch, but it may not always be the best choice for brand recognition. Consider whether it aligns with your industry and long-term goals.

How can I make my business name stand out?

Think creatively! Use wordplay, foreign words, or unique industry terms. A catchy business name is memorable and sparks curiosity.

Can I change my business name later?

Yes, but it can be a hassle. You’ll need to update legal documents and marketing materials and inform customers. It’s best to choose a business name you’re personally happy with from the start.

What’s the difference between a trade name, entity name, and trademark?

• Entity name: The legal name registered with the government.
• Trade name: The name you use for branding (can be different from your entity name).
• Trademark or service mark: A legal protection for your brand name, preventing others from using it.

How important is a domain name?

Very! Your online presence matters a great deal, and a good domain name helps with brand recognition and search engine visibility. Always check domain availability before finalizing your name.

Can two businesses have the same name?

Yes, if they operate in different industries and do not create confusion. However, trademarks prevent businesses from using similar names in the same market.