How to Name a Business in 12 Strategic Steps
Choosing the perfect name for your business is one of the most critical early decisions you’ll make. A strong name can set the tone for your brand, capture customer attention, and help differentiate you in a competitive market.
Our team of business naming experts has conducted extensive research, including one of the largest longitudinal studies in naming trends. Based on this data and our experience, we’ve developed a 12-step guide to help entrepreneurs like you craft a unique, powerful, and effective company name.
Step 1: Assemble a Small Decision-Making Team
Start by forming a small team to manage the naming process. Keep the group lean—3 to 5 members—so decision-making is streamlined. Diverse input is valuable, but large teams often slow things down.
Step 2: Gather Input From Key Stakeholders
Get feedback from those invested in your business’s success—employees, partners, investors, family, or even loyal customers. Their perspectives can help shape a name that resonates across audiences.
Step 3: Brainstorm a List of Relevant Keywords
List keywords that reflect your brand’s purpose, values, or industry. Break them down into root words (e.g., “excellence” becomes “excel”) to expand your naming possibilities.
Step 4: Search for Names Using Your Keywords
Use keyword-based name generators or online tools to explore available names containing your chosen words. Keep track of potential names that fit your brand identity.
Step 5: Define Your Business’s Market and Industry
Clarify what industries your company touches. Many businesses cross sectors—for example, a health insurance consultancy may fall under healthcare, insurance, and business services.
Step 6: Explore Names Within Your Industry
Use categorized name databases to find ideas relevant to your sector. Browse subcategories and make note of names that stand out for your brand.
Step 7: Focus on Emotional & Conceptual Associations
What emotions do you want your name to evoke? Choose words or names that convey feelings like trust, fun, luxury, or innovation. Resources exist for names that evoke specific sentiments or characteristics.
Step 8: Consider Invented or Brandable Names
Don’t be afraid to get creative. Some of the most successful companies (like Google and Hulu) use completely invented names. Explore short, memorable, and expandable coined words for uniqueness.
Step 9: Review and Refine Your Name Shortlist
Bring your team and stakeholders together to review your favorite options. Ask:
- What emotions or images does the name trigger?
- Is it easy to pronounce and remember?
- Does it reflect your mission and values?
Step 10: Check Name Availability Online
Before moving forward, search your chosen names online to ensure they aren’t already taken. Use search engines and run a quick check on the U.S. Patent and Trademark Office (USPTO) for trademarks.
Step 11: Verify Domain Name Availability
Owning the .com domain is still essential for credibility. Check domain availability and consider securing alternate extensions like .net or your country-specific domain to protect your brand.
Tools to check domain availability:
Step 12: Make Your Final Decision and Secure Your Name
Evaluate all feedback and make your final choice. Once you’ve selected your business name:
- Register it legally
- Secure the domain and social handles
- Begin building your brand identity
Bonus: Download Our Free Business Naming Guide
Avoid common naming mistakes and get insider tips with our free naming report. This must-read guide includes 11 expert insights for selecting a brand name that sticks.
Ready to Choose a Memorable Business Name?
Start your naming journey with confidence. Follow these 12 proven steps and give your business the name it deserves—one that’s creative, available, and built to grow with you.
Need help? Contact our naming consultants for personalized assistance.