Selecting the Right Business Name: A Step-By-Step Guide

Choosing a business name is one of the first steps when starting a new venture. A good name sets the tone for your business, makes a positive impression on clients, and helps you stand out in the market. It's your brand and you have an idea of what message you may want to convey through your name. But a brand name often has nothing to do with the business. Amazon. Apple, Toyota, Starbucks...

The process of choosing a name can indeed be highly personal and subjective. Some entrepreneurs may opt for names that reflect the brand's ethos. So how should you actually come up with the best business name candidates? Let's just go through the checklist step by step.

Brainstorm Ideas

Creativity is your best friend during this phase. Brainstorm yourself with a list of any names that you can think of. Whether the name reflects your brand's identity and values or not, come up with names that scream out to you.

Step 1: Generate a Long List

Creating a vast list of name ideas is the starting point. It’s like warming up before a run.

• Think about the service you are offering.
• Note down any name that comes to mind without overthinking.
• Look at objects around you for inspiration, sometimes unrelated objects spark the most creative ideas.

Step 2: Relate to Your Offerings

It can be beneficial if the name has something to do with what you offer.

• Use words that describe your business. For instance, if you run a bakery, words like “fresh”, “tasty”, or “oven” might be relevant.
• Incorporate the benefits that customers will gain, like “speedy” for fast service.
• Geographic locations can also be useful, especially if your business is locally focused.

Step 3: Easy to Say and Recall

A name that lingers in your ears is a name that wins.

• Keep it short: Short names are usually easier to recall.
• Test the pronunciation: Say the names out loud to ensure they are easy to pronounce.
• Avoid tricky spellings: If people can’t spell your name, they might struggle to find you online.

Step 4: Use Online Tools

Online name generators can be a valuable source of inspiration.

• Use different generators: Each has a unique algorithm that can provide a varied set of suggestions.
• Input different keywords: The more keywords you try, the more name ideas you'll get.
• Don’t just settle for the generated name, mix and match the suggestions you get.

Step 5: Break From Norms

Sometimes, unconventional names catch attention.

• Invent new words: Blend parts of different words to come up with something new.
• Use foreign words: Look for words in other languages that relate to your business.
• Puns and wordplay: They can be fun and memorable if done right.

Step 6: Seek Initial Opinions

As you narrow down your list, get some fresh eyes on your top picks.

• Share with friends: They might see something you missed.
• Say the name to others: Hearing how others pronounce the name or react to it can be insightful.
• Online polls: They are a simple way to gather thoughts from a broader group.

Step 7: Reflect on Your Choices

After collecting feedback, spend some time reflecting.

• Do you still like the name after a few days or weeks?
• Does the name still align with your business goals and offerings?
• Did anything from the feedback you received make you see the name in a new light?

Picking a business name is a blend of creativity, relevance, ease, and a touch of uniqueness. Through a mix of brainstorming, feedback, and reflection, a suitable name will emerge from the shadows, ready to represent your venture in the bustling market

Check Availability and Make It Legal

Once you have a few names in mind, check the availability. You need a unique name that is not already taken or trademarked by other businesses.

Step 8: Registration

Getting your business name registered is like putting a label on your business.

• Look up local rules: Different places have different rules for registering a business name.
• Fill out the necessary forms: Usually, there's paperwork involved to get your business name registered.

Step 9: Checking for Similar Names

You don't want to have the same name as another business nearby.

• Online search: Conduct a thorough search to ensure no other business has the name you've chosen.
• Local business directories: These can also help in identifying any businesses with similar names.

Step 10: Domain Purchase

Your business will need an online home, and the address should match your business name.

• Look for available domains: Sites like GoDaddy or Namecheap can help with this.
• Purchase domain: Buy the domain name that matches your business name to establish online identity.

Step 11: Trademarking

Trademarking protects your name from being used by others in your industry.

• Find a trademark attorney: They can guide you through the process.
• Complete the paperwork: Filling out the necessary forms will get you closer to owning your trademark.

Step 12: Social Media Handles

Your business name should be reflected on social media platforms too.

• Check availability: Look for your business name on platforms like Instagram, Facebook, and Twitter.
• Secure handles: Even if you don't plan on using them right away, it's good to have them secured.

Step 13: Local Business Listings

Being listed in local business directories helps people find you easily.

• Submit your business: Sites like Yelp and Google Business Profile are good places to start.
• Provide accurate information: Make sure your business name, address, and phone number are correct.

Step 14: Regular Review

Keep tabs on your business name to ensure it remains unique to you.

• Monitor online: Occasionally search for your business name to ensure no other entity is using it.
• Keep registration and trademark current: Renew as necessary to keep your name's protection active.

Steering Clear of Troublesome Business Names

You know that not every name that comes to mind is a good choice. Every entrepreneur whose surname is McDonald would give a second thought to incorporating their name for their business. Here are some types of names you might want to avoid.

Overly Complicated Names:

Simple is often better when it comes to choosing a business name.

• Hard to spell: If people can’t spell your business name, they may have a hard time finding you online. "Quixotry" could be hard for some people to spell correctly.
• Hard to pronounce: A name that’s hard to say can be a hurdle in word-of-mouth referrals. "Synecdoche" might be difficult to pronounce at first glance.
• Too long: Long names can be a burden on marketing materials and online platforms. "Thompson’s Luxury Artisanal Chocolate Creations" is quite a mouthful.

Generic Names:

A name that is too common can get lost in a sea of similar-sounding businesses.

• Lacking uniqueness: A name that sounds like many others can be easily forgotten. "General Store" lacks uniqueness and branding potential.
• Difficult to brand: Generic names don’t stand out, making branding efforts less impactful. "Books and More" doesn’t give a strong, memorable brand image.

Names That Limit Growth:

A name that's too specific can limit your business’s growth in the future.

• Geographic limitations: Using a specific location in your name can be limiting if you plan to expand. "Denver Dog Groomers" may be limiting if the business expands beyond Denver.
• Product or service limitations: Names tied to a specific product or service can become outdated if your business diversifies. "Just Jackets" could be limiting if the business decides to sell more than just jackets.

Offending or Inappropriate Names:

Avoid names that might offend people or come across as inappropriate.

• Cultural sensitivity: Be mindful of different cultural meanings and avoid using terms that could offend. "Redskin Ranch" could be seen as offensive due to the term “redskin.”
• Double meanings: Be wary of names that have a double entendre or could be seen as inappropriate. "WineShack" could be seen as inappropriate or negative in reference to a “shack.”

Hard to Remember Names:

A name that doesn’t stick in people’s minds can be a disadvantage.

• Abstract names: Names that are too abstract or don’t have a clear association can be hard for people to remember. "Obscurus" might not offer a clear idea of what the business is about.
• Random numbers or letters: These can be confusing and easily forgotten. "Shop12345" can be hard to remember and doesn’t provide any branding value.

Already Taken Names:

Using a name that’s already taken can lead to legal trouble and confusion.

• Trademark issues: Check for existing trademarks to avoid legal problems. "McDonald's Burgers" would definitely lead to legal issues.
• Domain availability: Ensure the domain for your name is available for your online presence. If "BobsBikes.com" is taken, you might need to reconsider the name or choose a different domain.

Spelling Variations:

Unusual spelling can be a recipe for confusion.

• Misspelling: Intentional misspellings can cause confusion and make your business hard to find online. "Kwik Kuts" might cause confusion when people try to look up "Quick Cuts."
• Alternate spellings: If a name has multiple common spellings, people might get mixed up. A name like "Kolors" may be confused with "Colors.”

Trendy Names:

Trendy names might seem fun now, but think about how they’ll sound in 10 or 20 years.

• Short-term appeal: What's trendy now may feel outdated in a few years. "FidgetSpinner Factory" might lose its appeal as the trend fades.
• Reflection on the business: A trendy name may not reflect the enduring nature of your business. "CryptoCool" may not endure if cryptocurrency loses its current popularity.

Foreign Language Names:

If using a foreign word or phrase, ensure it translates well and isn’t confusing.

• Language barriers: Make sure the name doesn’t have negative or strange meanings in other languages. "Schnell" might mean fast in German, but could be confusing to non-German speakers.
• Pronunciation: Ensure the name is easy to pronounce for your target customers. A name like "Schönheit" could be hard to pronounce for those unfamiliar with German phonetics.

Naming Your Home-Based Business

Naming a home-based business requires a blend of creativity, foresight, and a reflection of the unique selling propositions that come with operating from home. Here are some specialized tips along with examples for naming a home-based business:

Reflect Your Home Environment:

Home businesses often exude a homely or cozy vibe that larger enterprises may lack. Reflecting this in your name can make your brand more inviting.

• Examples:
  1. "CozyCraft Creations"
  2. "Hearthside Handicrafts"
  3. "Homestead Honey Bakery"

Personal Touch:

Injecting a personal touch into your business name can build a stronger connection between you and your customers. It's about merging professionalism with personal rapport.

• Examples:
  1. "Jenny’s Java Joint"
  2. "Tom’s Tailored Totes"
  3. "Maddie’s Macrame Market"

Be Clear:

Your name should give a clear indication of what services or products you offer, as home-based businesses often don’t have the visibility of a storefront.

• Examples:
  1. "FreshFare Family Catering"
  2. "Suburban Sweat Fitness"
  3. "CandleCozy Creations"

Local Connection:

If your business is focused on serving your local community, reflecting a local landmark or a popular local phrase can foster a community connection.

• Examples:
  1. "RedRock Bakes"
  2. "SunnySide Soap Co."
  3. "RiverRun Crafts"

Search Online:

An online search to ensure your chosen name doesn’t have any unintended associations is wise. It also helps to check the availability of domain names.

• Examples: Conducting a Google search, checking domain availability, and looking up local business directories.

Flexibility for Future Growth:

While your business starts from home, it may not always remain there. A name that allows for expansion or diversification is a smart choice.

• Examples:
  1. "Crafty Creations"
  2. "Bake Bliss"
  3. "Fitness Flex"

Professionalism:

Maintain a level of professionalism in your business name to ensure it is taken seriously, which will be beneficial when dealing with suppliers or potential partners.

• Examples:
  1. "Elite Home Organizers"
  2. "Precise Pet Care"
  3. "Prime Home Tutoring"

Securing an Online Presence:

Even a home-based business needs an online presence. Checking the availability of your business name as a domain and on social platforms is important.

• Examples: Acquiring a domain through services like GoDaddy, securing your business name on platforms like Instagram, Facebook, and Twitter, and creating a basic website or landing page.

Consider Future Expansion:

A name that allows for expansion, both in terms of services and geography, is a wise choice for the long term.

• Examples:
  1. "GardenState Goods"
  2. "TriCity Tutoring"
  3. "Metro Meal Prep"

Selecting the Right Business Name: A Step-By-Step Guide - Final Words

Selecting a perfect business name is a blend of understanding your brand, being creative, and ensuring the name is unique and available. Take your time in this process, as a good name is a foundation for your business’s identity and success in the market.