The Ultimate Guide to Naming Your Business in 2024 (And What to Avoid)

So you have a fantastic business idea that is supported by market research and now all you need is an awesome name to represent your brand.

There are approximately 31.7 million businesses in the US so finding a unique name is easier said than done.

Thankfully, we got you covered! This step by step guide will cover everything you need to know to find a unique and memorable business name that is the perfect fit for your brand and also the common pitfall mistakes to avoid. 

How to choose a business name for your brand

10 tips for coming up with the right business name

The difficult part is actually brainstorming a list of names that are not generic. Scribbling a bunch of names on a piece of paper may yield some great results, but here are several little tricks and techniques you can use to make that process easier:

Write your business origin story

This is not the most exciting part of creating a business name but it is one of the most important. Writing your origin story will inspire ideas and concepts that may not have occurred to you before. Pay particular attention to why you started the business, your values, challenges, and goals. Ideally, your brand name will capture the passion and energy of your business journey.

Use keywords

You can also base your brand name on popular keywords or phrases related to your business. If you can find a way to insert keywords into your business name, this is more likely to resonate with your target audience. There are many free keyword tools that you can use to do this. This includes Keywords Everywhere, Google Keyword Planner, and the search engine Answer The Public which can give you ideas of the kind of questions people are asking. 

Use acronyms

Some of the most memorable brand names are made-up words or acronyms. So if you want your business to stand out, consider using acronyms instead of a full name. This helps to make your names unique and easier to remember. Examples of famous names include the BBC (British Broadcasting Corporation), AT&T (American Telephone and Telegraph Company), and UPS (United Parcel Service). Try writing out some business name ideas or concepts and then see if there is any way you can abbreviate them and turn them into an acronym. 

Consider a service-based name

Sometimes the simplest approach is the best. Choosing a service-based name is naturally descriptive and can give you an edge, as long as you get creative. For example, The Good Marketer is a name of a well-known marketing agency in the UK. Other examples of service-based names might be A+ Accounting, Business Wire, Clearly Cleaning, Blue Sky Consulting, Survive Estate, and many others. Service-based names get straight to the point and may also make it easier for people to find you on Google because it is likely that people will be searching for the service you provide. Various online tools can help you generate a service-based name if you are stuck for ideas.

Use your family name

Another simple approach to creating a unique business name is to use your name or a family name. Examples of famous family brand names include Kellogg’s, Warner Brothers, Audi, Aston Martin, Cadbury, and many others. A personal or family name will be meaningful and leave a lasting legacy.

Make up a word

One way to ensure you choose a unique name is to make it up completely. That’s how you get names like Facebook, Twitter, Groupon, iBotta, and WKND. Made-up names make the most memorable names and they don’t necessarily even have to be descriptive. If you have a powerful business idea, that made-up name may one day become a household name. 

Use foreign words

One alternative to simply making up a name is to use a foreign name. This can make your brand seem more exotic and intriguing. It can also make your name stand out. After all, who doesn’t remember Gucci or Versace?

Use symbols

Another creative way to come up with a business name is to use a symbol that represents your brand personality. For example, nobody can forget the famous Apple symbol or the big, yellow ‘M’ in Mcdonald's. 

Read more: How Colors, Font and Shapes Affect Customer Behavior

Choose a value-based Name

Alternatively, you might want to consider choosing a name that speaks of your values and/or mission. This is exactly the strategy that Wholefoods, Thrive Market, Triumph Motorcycles, and Impact Theory used. Make a list of your brand values, goals, and mission, and choose a name that aligns with that. 

Pay an expert

If you don’t fancy spending hours going back and forth between different ideas, why not cheat by paying an expert to do the legwork for you? There are many marketplaces out there where you can find several experts that can assist you with business branding. If you do go down this route, be sure to read the reviews and ask for examples of previous work to make sure they are going to be a good fit for your business.

Why choosing a brand name is important for your business

A memorable name forms an important aspect of your brand identity. It is essentially the face of your business and the first thing a customer will remember when they interact with your brand.

Your brand name can have a significant influence on your success as a company.

Once your brand name is fully established, it is a more involved process to rebrand under a different name, which usually brings with it, a slightly different brand identity. So it is important to pick carefully.

Nothing attracts the intrigue of prospective customers more than a catchy and captivating brand name, which sets you apart from the competition. A great name can evoke a strong sense of passion and loyalty toward your brand. 

What to make sure of when naming your business 

Once you have brainstormed a few ideas, the next step is to refine them. Follow our steps below to make sure you have the right name for your business.

Get feedback

It is always a good idea to get a second opinion from other people about your business name. So share it with others and get their feedback. To get a balanced perspective, get feedback from people with varying levels of familiarity with you and your brand. If you find that the majority of people love your business name, you might be onto a big hit. 

Make it user friendly

Choose a name that is easy to spell and say. A good rule of thumb is to keep it as short as possible and make it easy to pronounce. Test the name in different mediums to see how it will look and sound in different contexts. For example, you could try incorporating it into a logo design or email signature. Consider whether your brand name can be easily incorporated into your domain name and test how it would look on your website. Saying the name out loud can help you determine whether it sounds right.

Choose an evergreen name

Choose a name that allows you to expand in the future. For example, if you are a clothing brand that primarily caters to women, it may be an idea to avoid putting in gendered references in case you decide to expand to the male market. A good rule of thumb is to think about names that align with your values and business goals, as opposed to just your products. 

What to avoid 

Now that you have an idea of how to create a great name, you should also avoid the following pitfalls that could spell disaster for your brand. 

Copyright infringement

When you have a name, check that it is not trademarked or similar to another business name. The last thing you want is to come up with a brilliant name and build your entire business identity around it only to be forced into abandoning it shortly after. You should do the same for any logos or visuals you use. 

The best way to check whether a name has been copyrighted or trademarked is to use the Trademark Electronic Search System (TESS), which was developed by the United States Patent and Trademark Office (USPTO). Remember that trademarks can be recognized by federal or common law too. So you might want to consider enlisting the help of a specialist company or attorney that can conduct a more detailed trademark check.

Choosing a boring name

Henry Ford once said that mediocrity is the enemy of prosperity. A mediocre business name will deliver mediocre results. A gray, boring name will be instantly forgettable to customers, so try to get creative and select a name that will grab their attention.

Offensive names

While playing it too safe can result in a boring or generic name, you should definitely avoid anything that is known to cause offense. Any kind of slurs, swear words, or references to protected characteristics are always going to be risky and in extreme cases, may even result in a lawsuit.

Local references

If you are a local business, it is natural to want to choose a name that reflects the market you are in. But while choosing a local name might work well for a cafe or convenience store, if there is any possibility that you want to expand beyond your local area, then you should definitely broaden the scope of your name. Choosing a name that is too local, may introduce unnecessary restrictions or result in the hassle of having to tweak it later on. So for best results, avoid local references or any place names where possible.

Mistakes and typos

The last thing you want in your brand name is a typo. Unless it is a deliberate tongue in cheek, be sure that your chosen name is spelled the way you intended. Once you are sure that your name is error-free, be sure to double-check for consistency wherever it appears - on your website, marketing collateral, social pages, logo, and any physical storefront. 

Choosing a long name

If your brand name is too long, it will be difficult to remember. Long names are also unlikely to be able to fit into a domain URL, so the shorter it is, the better. 

What to do after you have chosen a name

Once you have a business name that you are happy with, the next step is to register, get a domain name, make a logo, and get your website set up. This may seem like an intimidating series of steps, but we’ll walk you through the process of setting up your business identity.

Get it trademarked

Once you have chosen a name and ensured that it is available, the next step is to trademark the name. The easiest way to do this is to register your name on the USPTO website. This process is fairly straightforward and you can register your name in 90 minutes. The fee for registering your name starts from $250. 

Registering your name is important because it prevents anyone else from using it and trademarking a name that you created!

Get a domain name

If you plan to set up a website, then you will need a domain name. To avoid confusion, the domain name should contain your business name. To register your domain name, start by choosing a reliable domain registrar. Ideally, you want a domain that is accredited with the Internet Corporation for Assigned Names and Numbers (ICANN). ICANN is a non-profit that coordinates all of the numerical spaces on the internet. 

Once you have decided upon a domain name, check its availability. Many online platforms and hosting providers provide free tools to let you check the availability of your domain name and provide suggestions for alternatives if your chosen one is taken.

Make a logo

The next step is to create an eye-catching logo. Your logo represents your business and a generic logo can actually harm your brand.

To create a logo, start by sketching a few ideas on a piece of paper. Select colors that reflect the personality and values of your brand. You may find it helpful to match your brand values with the design principles that reflects them, to help you create your logo. You can also use our logo maker tool to help you create a beautiful, hand-crafted logo and all the branding files you need in just a few minutes or hire a professional that can create a logo for you for an affordable price.

Branding

Once you have a business name and logo design, it is time to think about the design and look of your website. Your website and the general design of your company identity will have a significant impact on the way consumers view your company. 

With so much at stake, it is better not to leave things to chance. We recommend hiring an experienced designer to help you create the visuals you need. 

Promote your business

When you have a business name, logo, and design that you are happy with, the next step is to set aside a budget to promote your business. There are many ways to do this. Social media is a great way to get the word out. The social platform you should use depends upon your target audience and the type of business you have. 

Email marketing, advertising, and word-of-mouth are other ways to spread the word. Regardless of the platform you use, the key to success is to research your target market and audience thoroughly. You want to understand the minds and motivation of your prospective customers so that your messaging is as targeted as it can be. Unless you are experienced in marketing and sales, you should consider hiring marketing professionals that can help you get the word out. 

The bottom line

Any business name you create should be original, creative, and value-driven. Remember, your name will be your identity, so it is important to get it right. While business names are subjective, they must be informed by your brand mission, personality, and target audience. The way you present your brand will differ greatly depending on the age, lifestyle, and aim of your target audience for example. 

Your business name should be designed to appeal to the customers you are targeting and align with the industry you are in.

Once you have completed the initial research needed to support your choices, it is time to get creative and put pen to paper. 

However, unless you are an experienced branding specialist, the process of creating a business name, along with an entire brand identity can be a daunting one. So if you are stuck for ideas, hop over to our marketplace and connect with freelancers that can do most of the legwork for you.