How to name a business the smart way (A step-by-step guide) 

Struggling to come up with the perfect name for your business? You’re not alone.

It’s a big task, and your business name is a key part of your brand’s identity. It represents everything you say, share, and sell, and you only get one shot at it.

Don’t worry! We’re here to help. We’ll guide you through simple steps to creating your own business name and show you how to make it more than just a household name.

What makes a strong business name?

Coming up with a name is one thing, but making sure it’s the right name is another. Before you start brainstorming, it helps to know what actually works.

Here’s what makes a great one:

It has impact

A strong brand name goes beyond labels. It needs a hint of mystery; something that sparks curiosity and makes people want to know more.

But this alone isn’t enough. A name also needs substance, a backstory that gives it meaning. That’s what turns curiosity into a real connection with your brand. When your business name tells a story, people remember it, talk about it, and see the meaning behind your business name.

It’s easy to remember

A catchy business name should be clear, simple, and effortless to share. It doesn’t have to be a real word, but if it’s hard to spell or search for, people will forget it. Certain words just click. Brands like X (formerly known as Twitter), Netflix, and Spotify prove a name can be unique yet easy to remember. The key is choosing certain words that feel natural and stick.

It’s available and scalable

A great business name should grow with you. If you expand, will it still make sense? Avoid names that are tied to trends or too specific to one product or location. It also needs to be legally available, so check trademarks, domain names, and social media handles to prevent roadblocks later.

Step-by-step guide to naming your business

Choosing the right name takes strategy. These steps will guide you toward a name that fits your brand and supports your long-term goals.

Step 1: Make a brand identity

Your business name is built on your brand identity. This is why brand recognition starts with it. It shapes how people see your business.

Think of it this way: when you hear names that sound sleek and modern, you expect cutting-edge designs, innovative products, or forward-thinking services. Names that feel local and homegrown create a sense of familiarity and trust, making a business feel approachable. And when a name doesn’t align with the experience it promises, it can feel misleading or out of place.

That’s why defining your brand persona is key before choosing a name. Is your brand sophisticated and timeless? Bold and disruptive? Friendly and approachable? The name you choose should match the personality your business is meant to embody.

Once you have a clear vision of your brand’s identity, finding the right business name becomes much easier.

Step 2: Brainstorm business name ideas

Coming up with a business name idea should be fun! If you’re feeling stuck, try mind mapping.

Mind mapping is creating a visual representation of what your brand represents or its core idea. From there, you make word associations of each word you come up with.

Let’s say you want to open a coffee shop. 

When we think of coffee, we picture mornings, the different brews, and the way a barista crafts beautiful latte art.

Now, we expand on those ideas:

• Mornings. Sunrises, waking up, breakfast
• Brews. Cold brew, espresso, lattes
• Art. Coffee art, barista creations
• Origins. Beans, roast, farm-to-cup
• Experience. Cozy, conversations, ritual

Each of these words could inspire creative business names. But you can take things even further by grabbing each word and exploring these awesome naming techniques:

• The basics. This is a simple and straightforward method that works for any business.
• Mix & match. This is a creative technique that helps you play around with words.
• Deeper meanings. This includes incorporating symbolic or cultural elements that add depth to your brand name.

Try one, mix multiple, or experiment with all of them until something clicks. If this feels a bit hard at first, consider using a free business name generator to list words for your mind map.

Now, let’s dive deeper into each of the naming techniques:

The basics (simple & straightforward techniques)

These methods are simple, effective, and perfect for getting started. If you want a business name that’s clear and easy to understand, these techniques are for you:

Descriptive names

A descriptive business name is, as it suggests, descriptive. It either tells what you do, sell, or at least paints a picture leading to that. It can feel a little generic at times, so some brands use symbolism or alliteration to create a catchy business name.

Examples:

• Whole Foods. They sell “whole”, unprocessed, natural, and organic produce.
• The North Face. Describes the direction mountaineers take—”north,” going up or facing up.
• Budget Rent a Car. A straightforward name that highlights affordability and tells you exactly what the business offers.

Acronyms

If your business name is long, turning it into an acronym can make it short and catchy. This works well if your name includes multiple words or personal names. Just make sure your acronym sounds good when spoken aloud. Some combinations can be awkward or hard to remember.

Examples:

• The National Aeronautics and Space Administration (NASA)
• Bayerische Motoren Werke/Bavarian Motor Works (BMW) 
• Kentucky Fried Chicken (KFC) 

Phonetics & sound play

Altering the spelling or pronunciation of familiar words can make your brand stand out while keeping it recognizable. This technique works best when your business name is still easy to pronounce and remember. If it’s too hard to spell, it might be harder to discover.

Examples:

• Flickr. Inspired by the word “flicker”
• Lyft. A fun variation of “lift”
• Tumblr. A play on “tumble”

Mix & match (creative wordplay techniques)

These techniques let you play around with words to create a unique and catchy business name. This is the best technique if you want something that stands out but still feels familiar. Here are a few ways to do it: 

Word mashups

Combine two words to create something fresh, fun, and easy to remember.

Examples:

• Netflix (internet + flicks)
• Pinterest (in + interest)
• Instagram (instant + telegram)

Rhyming & alliteration

Make your name roll off the tongue with rhymes or repeating sounds.

Examples:

• PayPal. A friendly pal for making payments.
• Dunkin’ Donuts. People used to dip their donuts into coffee.
• Best Buy. Short, strong, and tells you exactly what you’ll find.

Deeper meanings (symbolic & cultural inspiration)

Some business names carry more than just words—they have stories, symbolism, or cultural roots that make them stand out and feel meaningful.

Metaphors & symbolism

Use words that represent your brand’s essence without directly stating it.

Examples:

• Amazon. Named after the largest river, symbolizing vast selection and growth.
• Nike. Inspired by the Greek goddess of victory—perfect for an athletic brand.
• Jaguar. A name that conveys speed, power, and luxury. Perfect for a luxury car brand that offers sleek and high-performance vehicles.

Foreign & Latin root words

Borrowing from other languages can add uniqueness and sophistication to your brand name.

Examples:

• Veritas Technologies. Named after the Latin word for “truth” to emphasize reliability and security.
• Sony. Inspired by “Sonus,” Latin for “sound,” a perfect fit for an audio-focused brand.

Now that you’ve explored different naming techniques, it’s time to put your creativity to work. Come up with at least five strong name options. This will give you backup choices if one doesn’t pass the next steps.

Remember: a good business name isn’t just creative. It also needs to be practical, easy to use, and memorable. Before checking availability, let’s put your top choices to the test.

Step 3: Put your business name to the test

A name can look great on paper, but will it hold up in the real world? Before checking if it’s available, you need to make sure it actually works. Here are a few questions to help you decide:

• Is it easy to pronounce, spell, and remember? A name that people struggle with won’t stick.
• Does it fit the industry and target audience? A playful name might work for a bakery, but not for a law firm. 
• Does it sound too similar to your competitors? If it blends in, it won’t stand out. 
• Can it grow with your business? A name that’s too niche might limit expansion later. 
• Does it evoke the right emotions? Think about how you want customers to feel when they hear it. 
• Does it have unintended slang or cultural meanings? Some words have different connotations in different regions. 
• Are there negative translations? Some brands learned this the hard way—like Chevy Nova, which translates to “No go” in Spanish. 

The questions helped you build a strong foundation, but now it’s time to see what it would look like applied.

How to test your business name

1. Say it out loud. If it doesn’t roll off the tongue smoothly, customers might struggle with it too.
2. If it passes, write it down. Seeing them on your business card, storefront, or email signature makes a huge difference. If it doesn’t feel right here, it probably won’t work long-term.
3. If you’re still unsure, ask people who will have to interpret it on their own—friends, family, or potential customers. Run surveys and get unbiased feedback. Sometimes, real-world reactions will tell you more than anything else.

Step 4: Check if your business name is available

Before you fall in love with your business name, you need to make sure it’s actually available for you to use. Quickly run it through this checklist to decide whether to keep it or scrap it.:

1. International trademarks

Check the World Intellectual Property Organization website (WIPO) to see if your name is already trademarked internationally.

• If you plan to operate internationally. Scrap it, as using the name internationally could lead to legal issues.
• If you’ll run your business in the U.S. You may still use it, but keep in mind that it will be hard if you want to expand globally later.

2. Domestic trademarks (USPTO)

Check the United States Patent and Trademark Office website (USPTO) to see if the business name has a trademark or service mark.

• If it’s trademarked. It’s better to let it go. If you use it, you risk legal action or a lawsuit.
• If it’s available. Keep it and move on to the next step!

3. State business registration (LLC Check)

Check your state’s business registry to see if anyone in your area is using that business name.

If it’s taken

There are two ways to approach it:

• If you want to set up shop locally, it’s better to let it go.
• If you plan to purely operate online, you can still use it, but keep in mind it might cause confusion if your target audience includes those in your state.

If it’s available, keep it and move on to the next step!

4. Social media handles

Social media can make or break your reputation. Check Instagram, Facebook, X, and TikTok to make sure your business name doesn’t clash with anyone else’s.

• If it’s taken. Consider whether the other business is local or in the same industry. If it could confuse potential customers or damage your brand, it’s better to avoid using the same name.
• If it’s available. Take it and move on to the next step!

5. Domain availability

Check if the domain for your business name is available using our domain checker.

If it’s taken

There are three things you can do:

• Find a way to get the taken domain. This could involve negotiating with the current business owner, waiting for the domain to expire, or purchasing it from a reseller.
• Choose an alternative. Use our AI domain name generator to find similar options.
• Let it go completely. If none of the above work, it might be time to reconsider your business name.

If it’s available, you’re good to go!

Once your business name has passed all the checks, you’re ready to make it officially yours and start building your brand with confidence!

Step 5: Secure your name

You’ve got the perfect business name—now let’s make it official. Securing your name is more than just picking something you like; it’s about protecting your brand and making sure no one else can use it. What you do next depends on your budget, timing, and how much protection you want. Let’s dive into how you can lock it down and get your brand ready to go!

Purchase your domain right away

Around 33,000 domains are registered daily. If you don’t act quickly, you could lose your business name for good. Purchasing a domain doesn’t grant legal ownership, but it’s an important step toward building your online presence. Plus, owning your domain allows you to set up professional email addresses, which is a great way to connect with potential suppliers, investors, or partners.

And don’t worry about the cost—domains are very affordable, with some starting at less than $3! It’s a small investment for securing your business name online.

Not ready to build a website? No problem. What matters is that you’ve secured your business name, taking the first step toward establishing your brand online.

Work on your socials

With your domain safe, you can start working on your branding. Creating your social media pages is a great way to begin. It’s free, easy, and a perfect opportunity to test out your brand name ideas. You can experiment with your business name, get a feel for your brand’s voice, and start building your online presence.

When you’re finally settled in and ready to create your website, you can easily connect all your social profiles through our MyLinks feature, making it simple to manage and share your brand online. 

Make it official with a trademark, LLC or DBA

Now that you’ve secured your business name, it’s time to legally register your business. This step makes your business legally recognized and gives you the right level of protection for your name and operations.

Depending on your needs, you’ll choose between a trademark, a Limited Liability Company (LLC), or a Doing Business As (DBA)—each offering different levels of legal security and flexibility. Let’s break them down.

Limited Liability Company (LLC)

Filing an LLC is the fastest and most affordable way to legally register your business name. It’s statewide and costs between $50 – $500, depending on where you file.

Most small business owners register their business name as an LLC when they first start. While it doesn’t offer nationwide protection, it does protect your business structure. An LLC separates your business and personal assets, meaning if your business racks up debt or faces legal trouble, your personal savings, home, and valuables aren’t at risk—only the business itself is affected.

If things go south, your business name may take a hit, but with an LLC, it’s easy to start fresh.

What if you still want to keep the name?

This is what Doing Business As (DBAs) are for. A DBA allows you to operate under a different name while keeping your original business name.

Let’s say you start a coffee company called “Oakwood Coffee Co.”, but over time, you realize that the name isn’t attracting the right audience. Instead of dissolving your LLC, you can file for a DBA and operate as “The Coffee Space.”

On paper, your business is still Oakwood Coffee Co., but to customers, it’s simply “The Coffee Space.”

This is useful for rebranding while keeping your legal and financial structure intact. Plus, if you ever decide to file for a trademark, you can still use your original business name, since that’s what’s legally registered.

When’s the right time to file a trademark?

When you’re really sold on your business name, you should file for a trademark with the United States Patent and Trademark Office (USPTO). It costs between $225 and $400 per class, but it gives your business name the highest level of legal protection.

Unlike an LLC or DBA, which only gives you state-level recognition, a trademark ensures nationwide ownership of your name within your industry. But timing matters—you’ll need to be certain before filing because once you claim it, changing your name later can be costly and complicated.

You can file under two categories:

• “In Use” application. The best option if you’ve already launched your business and have proof that you’re actively using the name. This includes receipts, invoices, branding, marketing materials, or a business website.
• “Intent to Use” application. If you haven’t launched yet, you can still file, but you’ll have six months to prove that you’re using the name. You can request extensions, but waiting too long puts your trademark at risk.

Why filing later might be the smarter move

If you’re still setting up your business, it may be better to wait until you have real proof of use before filing. This way, you avoid the six-month deadline and reduce the risk of someone challenging your claim.

This is why working on your website and branding first is a smart move! A website featuring your business name, along with invoices or customer transactions, makes filing under the “In Use” category much easier—and safer.

Lock in your business name now!

We’ve covered everything you need to take your business name from idea to reality.  Now it’s time to make it happen!

But don’t stop there! Once you’ve settled on a name, consider creating a logo to bring your brand to life—check out our logo design article for inspiration. And when you’re ready to make it official, we have awesome website packages to get you started on your online presence.

How to name a business FAQ