A good business name should embody your brand. It should be memorable. And it should remind your customers and employees why you’re doing what you’re doing.
That’s a lot to pack into a few letters, and figuring out how to come up with a business name is a challenging task. You could pay an agency thousands of dollars to find fresh brand name ideas, or you can get inspired and tackle naming your business on your own.
In this article, we cover creative and practical tips for coming up with a great business name, suggest specific company name ideas, share things to consider and explain what to do once you come up with a name.
- A business name is the foundation of your brand identity and the first impression customers have of your business.
- A good business name is memorable, easy to spell and pronounce, relevant to your industry and flexible enough to grow with your business.
- You can come up with business name ideas by using your name, playing with relevant words, tweaking spellings, drawing inspiration from culture or using AI.
- Once you have a pool of business name ideas, check domain availability, social media handles, trademarks and unintended meanings in other languages.
- To make your new business name official, you need to test it with potential customers, register it legally, secure a matching domain and social handles and integrate it into your branding and marketing materials.
Step 1: Get your core values and brand right, and your name will follow
So you’ve made the leap and decided to start a new business. It’s tempting to start thinking about how to come up with a business name from the word go. But a name isn’t a magic word you can stick on your business to guarantee success. You need to find a name that’s the right fit for your brand, and that means considering other essential early steps to make sure you know exactly what your business is and what you want it to be.
If you haven’t already, develop your business idea fully. What problem does your company solve, and who are you solving it for? How do you plan to keep people coming back? Using market research and different personas can help you define your target audience, which in turn will help you position your products and decide what emotions or associations you want your name to evoke in your audience. Is your brand playful? Stylish? Does it value heritage or quality, or is it bright, fast or disruptive?
All these considerations will shape your name and your wider brand identity, which will be expressed through your website and marketing materials, social platforms and any physical storefront. It isn’t static: You may lean into certain values with time, or start selling a wider range of products. You need a name that doesn’t just feel right for today, but one that’s flexible enough to roll with whatever tomorrow may bring.
Step 2: Try these 11 tips for coming up with a great business name idea (with video)
Let’s delve into the best ways to fuel your imagination and generate fantastic business name ideas. But don’t just limit yourself to just one of these options: Having a wide range of names and approaches to choose from means more options for your business.
1. Use your name
It’s your business, so why not incorporate your name? Many well-known brands use the creator’s name, such as Ben & Jerry’s ice cream (named after Ben Cohen and Jerry Greenfield) or Boeing (named after founder William Boeing).
So, if you’re thinking about immortalizing your name in your business, know that it’s a tried and tested practice. If you want to get a bit more creative, consider these options:
- Use your initials or create an acronym from your name. This approach can add a personal touch while allowing for versatility. For instance, if your name is Samuel Johnson and you provide consulting services, you could use “SJ Consulting.”
- Focus on your family name or surname as the foundation of your business name. This can create a sense of heritage and legacy. For example, “Anderson’s Auto Repair” or “Smith & Sons Construction.”
- Incorporate your name as a tagline. This way, your name becomes a memorable part of your brand identity without overwhelming the overall name. For instance, “Quality Meats: Sourced by John Doe” or “Innovative Tech Solutions by Emily Parker.”
- Blend your name with relevant keywords or industry terms. For example, Arizona-based artist and designer Mikayla named her stationery and crafts business MadeItMikayla.
If you want to get more creative think about using literary devices like alliteration. Small business owner Mikayla combine her name, craft and alliteration to come up with her great business name: MadeItMikayla
2. Combine several words into one business name
When creating a unique and memorable business name, one of the most creative approaches is unleashing the power of a mash-up.
Take two or three words that have deep meaning for you and your business. Can they be melded, either in fragments or as a whole?
Look no further than examples like TripAdvisor, DoorDash, Evernote (a fusion of “forever” and “note”) and Netflix (combining “internet” and “flicks”).
The technique works for smaller businesses too: Consider Massachusetts-based FireCycle, which offers spinning and Pilates under a name that uses only nine letters to suggest heat, repetition, cycling and excitement. A name that communicates the business and brand to its customers in just two words.
3. Come up with a clever pun or a wordplay
When crafting a business name that stands out, don’t shy away from clever puns and wordplay. These linguistic gems add a playful twist to your business name ideas and leave a lasting impression on your audience.
A name like “Curl Up & Dye” for a hair salon or “Bread Pitt” for a bakery can make customers laugh in the moment, and remember your business later with a smile. Virginia sweet treats brand Crème de la Crop is a play on words, but importantly, it’s also one that points to the company’s unique selling point (USP): The “crop” recalls fresh produce, which is a neat association for their ice creams, which are vegan and plant-based.
To brainstorm your pun-tastic business name ideas, think about words with multiple meanings, clever juxtapositions or unexpected combinations. Consider the nature of your business and industry, and look for wordplay opportunities that cleverly communicate your offerings.
Remember, wordplay should be used carefully, keeping in mind your target market’s preferences and the overall tone of your brand persona
4. Tweak the spelling
Sometimes, a slight twist can make a big difference when creating a captivating business name. Consider using a familiar word or term that resonates with your industry or target audience but with a clever spelling modification. This approach adds a touch of uniqueness and memorability to your brand, and often works well for businesses that are playful or disruptive.
Take ride-sharing service Lyft (instead of “lift”) or image platform Flickr (“flicker”). Donut giant Krispy Kreme, meanwhile, shows that this trend isn’t just a recent one—it’s been twisting the spelling of “crispy cream” since 1937, and creating one of the distinctive brand names in the process.
When employing this strategy, maintain readability and ensure the modified spelling is clear to your customers. The goal is to strike a balance between familiarity and a fresh twist.
Source: Logo by Kreaton via 99designs by Vista
5. Use words that imitate sounds
When crafting a business name that resonates with your audience, consider the power of onomatopoeic words, which imitate the sounds they represent. Playful and expressive names can capture attention and evoke a sensory experience: Think of “Popcorn Popper” or “Buzzing Bee,” which use onomatopoeia to connect customers instantly with products.
You can make your name lively and memorable by incorporating words that mimic sounds related to your business or industry. Whether it’s a restaurant named “Crunchy Bites” or a tech startup called “WhizTech,” these words can bring your business to life just by being said aloud.
6. Use acronyms
Using initials is a popular approach for naming your business—it can be catchy and oh-so-memorable. Think of UPS (United Parcel Service) or the BBC (British Broadcasting Corporation). These snappy abbreviations make a lasting impression and roll off the tongue effortlessly.
But it’s not only large corporations that resort to this business naming idea. Take Advance Building Solutions, a building design agency that chose to brand itself as ABS—an acronym that lends itself to a logo that looks like a sleek structure itself.
Business card for Advance Building Solutions, or ABS, by AdriánKG via 99designs by Vista
7. Use foreign words
Another creative way to develop business name ideas is to incorporate different languages. Foreign words may feel less familiar (and therefore more exciting) to some consumers, and can have associations that tie into your brand identity.
If this use of language or culture is authentic and closely tied to your products or services, that’s better still: take tlali•pani, which offers textiles, chocolate and travel experiences. Its owners have Mexican and Indian heritage, and “tlali” means earth in Nahuatl, while “pani” means water in Urdu and Hindi.
Be mindful of cultural connotations and ensure the selected word is easy to pronounce and remember.
8. Get inspired by mythology or literature
Unleash the power of storytelling by delving into the realms of mythology or literature for a captivating business name that weaves together ancient tales and your brand’s unique qualities.
An example of a brand that went down this road is Nike, which is named after a Greek goddess who personified victory in any field, including art, music, war and athletics. If you’re wondering how to name a business using mythology, we recommend doing some research to see if there’s a mythological figure that’s relevant to your company.
Source: Logo design by zarkum via 99designs by Vista
Literary works offer a wealth of characters whose traits can align with your business niche. Prufrock Coffee named itself after a T.S. Eliot poem, allowing it to play on both literary themes and the writer’s association with London, where the cafe is based. A better-known coffee chain named itself after Starbucks, a character from Herman Melville’s Moby-Dick. Some early customers might have gotten the reference when it was an arty cafe, but the name still works just fine now as a global chain.
9. Brainstorm business name ideas using tools and resources
When generating business name ideas, you don’t have to rely solely on your imagination. Use available resources to fuel your brainstorming sessions and uncover hidden gems. Here are some options:
- Try a business name generator—experiment with a wide range of company name ideas based on keywords, themes or styles you specify with an expert-built tool.
- Use regular generative AI such as ChatGPT or Gemini to build or refine options. At a basic level, you might tell the AI your sector, brand identity and target audience, and ask it to generate names that are memorable, unique, easy to say and have positive associations.
- Online naming guides can give you tips and ideas by sector or theme.
- Find synonyms and antonyms related to your business in a thesaurus that can spark new ideas.
10. Make the name descriptive
When choosing a business name, being descriptive can be a powerful strategy to captivate your audience. A descriptive name immediately communicates what your business is all about, making it easier for potential customers to understand and remember.
- Focus on key attributes: Incorporate words or phrases that highlight qualities or features that set your business apart.
- Be specific but not too narrow: While it’s important to convey the nature of your business, avoid company name ideas that limit your potential to expand into new products, services or markets.
- Consider the industry: Look at successful businesses in your industry and notice how they use descriptive names to their advantage. For example, “Wholesome Bites” for a health food store.
11. Think about the emotions you want your business name to evoke
Choosing a business name that evokes the right emotions can create a powerful connection with your target audience. Consider the feelings and associations you want your brand to evoke and infuse them into your name.
When brainstorming potential business names, don’t box yourself in or limit your imagination to one specific type of name. Don’t hold back or edit yourself in the process—let your creative juices flow freely, allowing yourself to explore a wide range of company name ideas. That way, you’ll have a hefty list of options.
Step 3: Review these final checks before you choose your business name
Now that you have some business name ideas, it’s time to take a closer look at the things you need to consider when making the final decision.
1. Check that your business name is available
The nightmare scenario for your business is having a name that’s too similar or identical to an existing brand. Not only would it be a branding and marketing disaster of epic proportions, but it could also land you in the hot seat, facing lawsuits for trademark infringement.
You need to conduct thorough research and double-check that the business name you come up with is available. Here are some ways you can check:
- Conduct a simple web search. Look for existing businesses, websites or products with similar or identical names where you might have potential conflicts or brand confusion.
- Check if the domain name is available. Use domain registration websites or hosting platforms to search for the desired domain name (e.g., GoDaddy or Namechk).
- Check popular social media platforms to see if the desired business name is available as a username or handle.
- Conduct a trademark search. Visit the website of the United States Patent and Trademark Office (USPTO) or the relevant trademark authority in your country.
2. Ensure your business name can withstand the test of time
When choosing a business name, one of the main objectives is to boost brand awareness and stand out from the competition. So, hitching your business name to a current event or riding the wave of a pop culture phenomenon might seem like a shortcut to fame. But more often than not, such fame is extremely short-lived, ultimately leaving the business with more losses than gains.
Developing and registering a business name takes time. Integrating it into your brand’s broader identity requires careful consideration and planning. Aim for a business name that’s timeless as well as captivating, ensuring your business remains relevant for the long haul.
3. Focus on choosing a culturally appropriate business name
When brainstorming business name ideas, especially if it’s a compound word or a made-up term, it’s crucial to ensure that it doesn’t have any unintended or offensive meanings in other languages. This becomes even more important if you have plans to expand your business into international markets.
Use linguistic screening service providers, talk to friends who are native speakers from various countries, turn to Google Translate or conduct a general online search to get an idea of any potential linguistic red flags.
4. Pick a business name that doesn’t limit your business growth
Your business name plays a significant role in shaping your brand identity, and you want it to be a catalyst for growth rather than a roadblock. It’s a smart move to consider how to come up with a business name that allows for future expansion and doesn’t confine you to a narrow niche.
- If your business could move or expand into other locations, stay away from geographical business names like Brooklyn Wedding Magic or Fishing on the Thames.
- If your business might expand its reach or target broader audiences, avoid business names that confine you to a single audience, like Senior Dates or Cape Town Insurance.
- If you consider expanding your product or service range in the future, don’t specify your offerings in the business name, avoiding names like Lviv Croissants or Laptop World.
Remember, a business name should have the flexibility to adapt and evolve as your business grows. Choosing a name that doesn’t limit your future possibilities sets you up for endless opportunities and growth.
5. Ensure your business name aligns with your target audience
Your name should resonate with your target audience and evoke a sense of connection to create a strong foundation for building brand loyalty and long-lasting customer relationships. Consider the following to strike a chord with your audience:
- Understand your audience. Dive deep into your target audience’s characteristics, preferences and aspirations.
- Reflect on their style. Tailor your name to match the style and tone your audience appreciates.
- Use emotion and imagery. A compelling name should evoke emotions and create vivid imagery that resonates with your audience.
6. Avoid hard-to-spell, hard-to-pronounce business names
If you’re coming up with a name for a small business, you need to understand that your business name needs to be as easy to spell and pronounce as possible for search and brand awareness purposes.
At the end of the day, if customers can’t find you, they’ll find someone else.
7. Keep branding in mind
When it comes to creating a business name, it’s not just a matter of gut feeling. It’s about the visual and auditory impact it has in different settings. To ensure your business name aligns perfectly with your brand, follow these expert steps:
- Put your name to the test by envisioning it in a captivating logo design. Place it on merchandise, create an email signature mock-up and visualize it on different marketing materials.
- Let your business name dance off your tongue. Practice saying it aloud in conversations or even have a solo conversation with yourself in the mirror.
- Capture the professional essence of your business name by incorporating it into your email signature. Visualize it as an integral part of your day-to-day communication.
This hands-on process will boost your confidence in your chosen business name and ensure it harmonizes beautifully with your overall brand vision.
8. Don’t agonize too much over perfection
Finally, don’t feel like your brand name has to have it all. No brand name ticks every box. Nike and Porsche (it’s “Nike-ee” and “Porsh-uh”) have been mispronounced by many people for years. Other names may sound rude (think of the Nintendo Wii, or TV platform Hulu, which means “butt” in Indonesian).
Some brands succeed despite having flaws in their name. Others grow into theirs, or just change it: Pepsi (Brad’s Drink) and Instagram (Burbn) are among many household names that pivoted on the way to success.
Step 4: Test your business name
Once you’ve crafted a business name that tickles your fancy, it’s crucial to gauge its impact on others.
Share your newly minted name with friends, relatives, colleagues and any potential investors plus—most importantly—individuals from your target audience. Seek their feedback and carefully consider the following points:
- What connections or associations do people make when they hear your business name?
- Does it elicit the feelings or sentiments you want your brand to convey?
- Can they pronounce your business name easily?
- Can they remember it?
- Can they spell it?
You can also run a quick social media poll or test different names with small focus groups. If your name sparks curiosity and sticks, you’re onto something good!
Step 5: Register your business name
Your next step is to register your business name. In the US, the Small Business Administration (SBA) notes four ways to register a business name. An entity name safeguards your business at a state level, while a trademark does the same at a federal level. Consider filing for a trademark to protect your business name from unauthorized use. Seek legal advice, if needed, to navigate the trademark registration process smoothly and safeguard your brand’s identity.
Register a domain name that matches or closely aligns with your brand. A domain name is your online address that allows customers to find your business.
Aim for consistency between your business name, trademark, domain name and social accounts. This helps establish a cohesive brand image and makes it easier for customers to find your business.
Step 6: Find a logo that’s as great as your brand name
When you’re sure your business name is legally yours, it’s time to start bringing it to life across your branding. And the most important next step is designing your logo.
The best logos are so closely linked to the brand they represent that it’s hard to think of one without the other: like your brand name, a logo is a shortcut to your brand identity, it just uses visuals alongside (or instead of) words.
For some brands, a logo is simple: it’s your brand name with a standard typeface and color that means it can be displayed across all your marketing assets, unifying your brand identity. But logos can also be creative and intricate, using pictures, patterns and space to shape the way your company is seen. And you don’t need a professional to get started: VistaPrint’s free logomaker offers hundreds of templates and possible designs.
Then, unleash your creativity and apply the newly designed logo to various materials, including business cards, merchandise, posters and more.
Try our Business Name Generator!
Figuring out how to name a business shouldn’t feel like an impossible puzzle. Whether you draw inspiration from your own name, play with clever word combinations or borrow from mythology, the options are endless. The key? Stay creative, keep it memorable, and make sure it truly represents your brand.
FAQs about business name ideas
How do I make sure my business name is unique?
Do a deep dive! Start with a quick Google search to see if similar names exist. Check domain availability on sites like GoDaddy and social media handles on platforms like Instagram, TikTok and X. Then, run a trademark search via the U.S. Patent and Trademark Office (USPTO) or your country’s equivalent. A little legwork now can save you from legal headaches later.
What are the key elements of a strong company name?
A great business name is simple, memorable and meaningful. It should be easy to pronounce and spell, resonate with your target audience and give a hint about what you do. Bonus points if it’s flexible enough to grow with your business and visually appealing in a logo.
My perfect brand name is already taken. Now what?
Don’t panic! The fact that another company has picked that name is probably a sign that you’re on the right track. Go back to your shortlist, or take the opportunity to get creative. Consider variations, synonyms or mash-ups. Think about what differentiates you from the other brand—it might help you find an even better fit.
Will a great name make my brand successful?
A great name can give you a strong start and make your company more memorable, but it’s just one piece of the puzzle. A fantastic name can’t rescue a poor product, service or business strategy. Your brand’s success will ultimately hinge on your overall marketing efforts, the value you provide and how effectively you deliver it. The process of researching a name, meanwhile, can be a huge positive in itself, if it makes you refine your pitch and dig deeper into what makes you unique.
