How to come up with a business name
A good business name sets the stage for its success. Learn how to find yours. Presented by Chase for Business.
When you're starting a business, figuring out how to come up with a business name is one of the most important first steps. Your name is often the very first interaction customers have with your company and picking a good one can play a crucial role in creating a memorable identity. That’s why it’s important to consider your business's purpose, core values and target audience when you brainstorm –– and make sure the name you choose isn't already trademarked.
Beyond branding, a distinct and recognizable business name is a must for a lot of practical things, such as opening a business bank account, getting the necessary licenses and permits, and even establishing credit for your company. For instance, if you're forming an LLC for your side hustle, you'll need to choose a formal name for your company before you can move forward with these steps. Without it, your business lacks a formal identity, making it difficult to conduct legitimate operations.
But picking out a strong business name doesn’t have to be stressful. In this article, we’ll go over some best practices at every step, from tips for initial brainstorming to deciding on a name and how to register it.
How to name a business: 15 tips
When you’re ready to come up with business name ideas, consider these suggestions to get you started:
1. Think about your core values
Your business name should reflect what your company stands for. It can communicate your ideals to customers and build a stronger brand identity from the first impression.
2. Brainstorm keywords
Think about keywords related to your industry, products or services. These can be a great starting point for generating name ideas that are relevant to your business.
3. Consider the future — avoid limiting words
Try to avoid limiting your brand in the future with names tied to a specific location, product or trend. This may be restrictive if you intend to expand your business in the future, or even are unsure if you will.
4. Use an AI name generator and edit
If you’re feeling stuck, AI tools like business name generators can help get you started with some suggestions. Use their output as a starting point and then refine or combine ideas to create a unique name that fits your vision.
5. Look at other business names in your industry
It’s a good idea to research your competitors and other businesses in similar fields. This helps you understand what kinds of names do and don’t work, identify opportunities to be different and avoid names that are too similar to existing brands.
6. Keep it short, simple and memorable
Simple, memorable names are easier for your audience to remember and share. It encourages word-of-mouth marketing and makes it easier for people to find you online and offline.
7. Say it out loud
When you practice saying potential business names aloud, it might help you identify awkward pronunciations, plus any unintended negative connotations that aren’t obvious in writing.
8. Host a brainstorm session
Multiple perspectives, especially from people whose honesty you can trust, can generate a wider range of creative ideas and help you uncover unique names you might not have thought of on your own.
9. Consider acronyms
If your business name is more complicated or long, consider using an acronym. It keeps things concise for customers and marketing materials, and can even spell out a key word that reinforces your brand.
10. Tweak spelling
Making your business name more distinct and memorable can be done sometimes just with a slight, intentional misspelling or unique spelling of a common word. This might also make trademarking it easier.
11. Use alliteration or rhyming
Using literary devices like these can create a catchy and pleasing name that’s more likely to stick in customers’ minds.
12. Think about visuals
Can you picture your business name as a logo, on a storefront or across your website? Visually appealing names support brand recall and invite people to learn more.
13. Check for hidden meanings (Google it)
To avoid any negative or offensive associations, looking up your business name online before you launch can save you from embarrassing and potentially damaging public relations issues.
14. Get feedback from your target audience
Getting a second opinion is never a bad idea. Beyond general feedback, it’s especially important to hear from the core group of consumers you’re trying to reach. It can help you determine whether your name resonates with your target audience, or if you need to continue brainstorming.
15. Don’t rush it
You’ve found a name you love –– now let it marinate. Take your time to explore options, conduct research, and make an informed choice to avoid having to pay the price of backtracking in the future.
What to do after coming up with a business name
Once you've landed on a strong contender for your business name, your work isn't quite done.
Test it again
Before you fully commit, conduct a final review. Ask: Does it sound like your brand? Does it resonate with your target audience and accurately reflect your brand?
Consider running it one final time by people who’ll give you honest feedback like friends and family and try to visualize it in different business contexts like on a logo, business card or storefront.
Check if it’s taken
This step is crucial to avoid running into potential problems in the future. Start your research online by checking with your state’s Secretary of State or an equivalent body site for existing businesses to make sure that your name isn’t already in use.
You should also look for potential trademark conflicts through the U.S. Patent and Trademark Office (USPTO). From there, it’s also important to check for available domain names and social media handles you’d like to use for your business. A great business name is only great if you can legally use it, as well as establish an online presence.
Register it
Once you’ve confirmed your business name is available, it’s time to register it with your state or local government.
This formally establishes your business name and makes it legal to operate under it in your state. Before you begin, however, it’s important to know that the registration process depends on whether you’re a sole proprietorship, partnership, LLC or corporation — so you’ll need to decide on your business structure first.
Trademark it
While not always an initial requirement, applying for a trademark is something you might want to consider as your business grows.
It helps provide long-term legal security for your brand identity, by protecting your brand's name, logo and slogans from being misused by others without your permission. You can typically apply for a trademark online through the USPTO.
Secure digital real estate
Another important thing to consider once you’ve established your business name is to buy your domain name and reserve social media handles. Whether your business is ready for a website or social media, it may be an important step to secure them for when you are.
Naming your business is just the start
Once your name is secured and trademarked, it's time to explore financial solutions to help your new business thrive, such as different types of business bank accounts or business loans. Ready to learn more? Talk with a Chase business banker today.
FAQs on coming up with a business name
How do I trademark a business name?
You can typically apply to trademark your business name online through the USPTO. This helps protect your brand's name, logo and slogans from misuse by others.
How do I check if a business name is taken?
Start by checking with your state’s Secretary of State or equivalent body for existing registered businesses. You might also want to look for potential trademark conflicts through the USPTO.
How do I register a company name?
To formally establish your business name, usually you can register your company name with your state or local government. The specific requirements may vary based on your business structure and location.
Do I need to trademark my business name?
It’s not always an initial requirement, but applying for a trademark is something to consider as your business grows to provide long-term legal security for your brand identity.
How can I apply for a business name?
To start, it typically involves formally registering with your state or local government, which is also often a necessary step for official business activities.
What business names should an LLC avoid?
Avoid names that are already trademarked or registered by other businesses to prevent legal issues. You should also steer clear of names that are misleading, too generic or too similar to existing companies.
What is considered to be a good business name?
It’s typically short, simple, memorable and reflects your brand's purpose and core values. It should also be available for use, including as a domain name and social media handles.