Entrepreneurs filed 5.2 million new business applications in 2024, and each of them started with a name.
Of all the activities small business owners have to complete to start a small business, naming it can be the most fun. But before you go all in with that super catchy business name you’ve got your heart set on, you’ll want to make sure you’re choosing the right name for your business.
Here’s everything to know about how to come up with a business name that will delight customers, sell your product or services, and stand the test of time.
Pick a name that doesn’t require a lengthy explanation
Ideally, your name should make some kind of sense for the type of business or industry you’re in, but at the very least, it should just make sense. In other words, it shouldn’t require a lengthy explanation. Business names with stories behind them are great, but the story should be short—not a 400-page memoir about your life that eventually explains your business name.
A great name should also communicate your brand identity by evoking the feeling your product or service gives your customers. When you get a feeling from a name, the explanation is embedded in the emotional response.
But if your coaching business is named Door Stop 2000 and you’re not using door stops as an epic metaphor for your clients’ purpose in life, move on.
The bottom line is, your name shouldn’t feel like an inside joke. Pick something that everyone—especially your target audience—can connect with. Then, run your name by a few people (ideally strangers!) who aren’t familiar with your business and see if it makes sense to them.
Pick something memorable
Your business name should be catchy, short, and unique. There’s a reason that many of the most successful startups have one-word names. It’s way easier to remember a single word than it is to remember a sentence or phrase.
Most of us can remember the names of Shakespeare’s plays, but not entire sonnets. Think of your name as the title of a play worthy of Shakespeare, and everything that you offer is the sonnet.
Even businesses that are named after their owners are easier to remember than Door Stop 2000. There’s something about a person’s name that gets hooked in your brain. And for personal brands, this is a good thing because it’s easier for people to think of YOU when they need help.
When choosing a business name, try to limit your name to no more than three words. If you’re going to use more than one or two words, see if there’s a way the words can play off of each other. For example, The Rock Store is way more boring than The Rock Stop, which has a catchy flow.
Choose a name that will grow with your business
Think about all the potential pathways your business could take in the next three to five years. Some things to consider are:
Do you want to stay in your niche? If you’re a wedding photographer who really wants to shoot concerts, don’t put “Wedding Photography” in your name.
Do you want to open more locations? If you think there’s even a chance that you’ll want to open multiple locations, don’t specify a place in your name.
Do you want to expand your product catalog? You might just be selling enamel pins now, but if you also plan to make patches, T-shirts, and tote bags, don’t name your business Peter’s Party Pins.
Will your name limit you to only one pathway? If so, choose a more general name.
Get help if you’re stumped
If you’ve considered everything above and still haven’t landed on the right name, remember, you can always get help.
AI tools like Claude, ChatGPT, or Gemini can give you dozens of options in seconds. The more context you share, the better the results. Try a prompt like this:
“I’m starting a [type of business] for [target customer]. I want the name to feel [two or three feelings, like warm, modern, trustworthy]. Give me 20 name ideas under three words each. Skip anything that uses [words you don’t like] or sounds like [competitor names].”
Then keep going. Ask for brand name ideas in a different style, names that don’t mention your product, or names that would still work if you expanded. Use AI to spark ideas, not to make the decision. Many suggestions will sound great and still be taken, so every name on your list still needs to go through the checks we’ll mention later.A business name generator can also help. Even if it turns up duds, seeing names you’d never use can show you what you do want.
Real people are still your best test. Share your top three with friends, customers, or other business owners, and ask what they think your business does based on the name alone. Bonus points if this conversation leads to brainstorming ideas together.
Consider the logistics of your name
We’ve talked a lot about the creative elements of naming your business, but there are also practical elements that you should consider. This stuff is way less fun than coming up with clever rhymes, but skipping it could lead to some embarrassing realizations about your name later.
Length
We already touched on length, but another thing to keep in mind is that your business name will also be your domain name, social media handles, and part of your email address. If you have a super long name, it’s going to be harder to share with others. For example, [email protected] is easier to share than [email protected].
When choosing a business name, type the name as it would appear as a URL, social media handle, and email address. If it’s super long and cumbersome, skip it.
Spelling
Is it easy to misspell your business name? Are you changing the spelling of a common word to make it more unique? Before you do, make sure you’re prepared to miss out on potential customers who cannot spell your name—or to have your name misspelled in the media.
Also, don’t choose big, confusing words for your name like Alex’s Accoutrements. This isn’t an SAT test; just say accessories. That’s already hard enough to spell.
Pronunciation
If your name is unpronounceable you’re going to have a hard time getting people to recommend your business to their friends. Not because they don’t love you, but because they’ll be embarrassed every time they attempt to say your name. Pick words that people can pronounce. Also, if you’re using uncommon words, try to pick words that are spelled phonetically.
Translations
Make sure your business name doesn’t mean or sound like something, um, awkward in another language. Run it through Google Translate, or ask an AI assistant if any red flags come up in different languages for your chosen name.
Think about how people will find you
These days, customers find businesses in a million different ways, including asking their phones, smart speakers, and AI assistants for recommendations. Your name needs to hold up in all of those places.
Before you commit, run these quick checks:
Search the name on Google. Does your business have a shot at showing up on the first page? A name that’s very generic (like “Best Cleaning Co.”) or shared with a bigger brand will be hard to find.
Ask an AI assistant about it. Type your name into ChatGPT, Gemini, or Claude and ask what it knows about a business by that name. If the answer is a different company, you’ll be competing for attention from day one.
Say it out loud. Voice search and smart speakers have to understand your name. If an assistant mishears it, customers may never find you. Read it to your phone and see what it types.
Look at the full picture. Check that no other business is already using it on Google Business Profile if you serve a local area, and in the app stores if you’re building an app.
Make sure your name isn’t taken (officially or unofficially)
Now that you’ve done all that work, it’s time to figure out if your name is actually free for you to use. While it can be discouraging to find out your brilliant idea for a name is already taken, it’s better to know now before you invest time and resources into registering your name or dreaming up logo designs.
Search your state’s business registry
LLCs and corporations need to register their names with the Secretary of State. Most Secretary of State websites have a search option that allows you to search for a business name. Look up your top pick, and keep an eye out for similar names. If yours is too close to another business, the state may not let you register it.
If you’re operating under a name that’s different from your legal name (which you probably are, or you wouldn’t be going to all the trouble of finding a name), you’ll probably need to register a DBA, short for “doing business as.” This is also called a trade name or assumed name.
For example, if Jane Smith runs her bakery as Sweet Rise Bakery, Sweet Rise Bakery is her DBA. Sole proprietors and partnerships often file one, and so do LLCs and corporations that want to operate under a name other than their registered one. Depending on where you live, you’ll file with your state, county, or city. A quick search for “[your state] DBA registration” will point you to the right office.
Do a trademark search
If you’ve confirmed that your name is available on a state level, next go to USPTO.gov (that’s the United States Patent and Trademark Office) to make sure there’s no potential for trademark infringement. Sometimes, even if a name is trademarked, you can still use it if you’re in a different field. If your dream business name is trademarked, talk to a trademark attorney before abandoning ship.
Check domain availability
Next, it’s time to see if your domain is available. This might have already come up in your Google search, but if it hasn’t, do a formal domain search via the WHOIS directory.
You can do a domain search through the ICANN WHOIS site, or most domain registrars have a domain search function. If the domain isn’t available you have a few options:
Modify the domain name (for example doorstop2000.com to doorstop2000inc.com). If you decide to modify the domain name, keep in mind that there is a chance customers will get confused and type in the wrong domain name.
Choose a different extension, such as .co, .net, or some of the more clever alternative domain extensions like .shop, .photography, or .app.
Purchase the domain name from the owner. Sometimes domain owners are willing to sell domain names. You can work with a domain broker, like GoDaddy, to contact the owner and negotiate the sale. But a warning: Registered domains often come with hefty price tags.
See if the social media handles are available
You’re almost to the home stretch! The last thing is to check if your business name is available on the social media platforms you plan to use.
If it’s not available, not all hope is lost just yet. You can do an additional check to see if your name is available if you:
Add a dot or underscore to it (for example, @door.stop.2000)
Use a clever abbreviation (for example, @DS.2000)
Add an additional qualifier like your location, industry, or description of your product (for example, @doorstop2000usa or @doorstop2000app)
If your name is available on any of these variations, you’re good to go. Keep in mind that it’s helpful for customers if you have the same handle across social media platforms.
Your business name defines your company. And just like you wouldn’t buy a car without doing a bit of research, don’t commit to a business name without thinking it through from every angle.
It’s worth a little bit of time and extra effort to ensure that your name is going to stick around for the long haul.
FAQs
Can I change my business name after I’ve started?
Yes, but you’ll need to update it everywhere it’s registered. That typically includes your state filing or DBA, the IRS, your bank, business licenses, and your website and social accounts. Rules vary by state, so check with your state’s business office before you announce the change.
What’s the difference between a DBA and an LLC?
A DBA is a registered nickname for your business, while an LLC is a legal business structure. A DBA lets you operate under a different name but doesn’t separate your personal and business finances. An LLC can offer that liability protection. Many owners use both and run their LLC under a DBA.
Does registering my business name protect it from other businesses?
Not nationwide. Registering with your state or filing a DBA generally only keeps others from registering the same name there. To protect your name more broadly, you can apply for a federal trademark with the USPTO. If your brand is central to your business, talk to a trademark attorney.
Can I use my own name as my business name?
Yes. Many sole proprietors and consultants operate under their own name, and in many states that doesn’t require a DBA. If you add anything else, like “Smith Design Studio,” you’ll likely need to register one. A personal name is easy to remember, but it can be harder to sell the business later.
How much does it cost to register a business name?
It varies by state and county. DBA filings often run from roughly $10 to a few hundred dollars, and LLC or corporation filing fees are usually higher. Some places also require a newspaper notice, which adds cost. Check your state or county business office for exact fees.
Quick note: This is not to be taken as tax, legal, benefits, financial, or HR advice. Since rules and regulations change over time and can vary by location, consult a lawyer or HR expert for specific guidance.
