How to Choose the Right Business Name
Choosing a business name can feel like a lot of pressure. You want it to sound professional, memorable, and meaningful — but not cheesy, generic, or already taken. And while it might seem like a small detail, your business name sets the tone for everything that follows: your brand, your website, your domain, your first impression.
Here’s how to choose the right name (without overthinking it), and the common mistakes to avoid.
1. Start With What You Want to Be Known For
Your name should reflect what you do or what you stand for. It doesn’t need to explain every service you offer — but it should hint at your value or vibe.
Think about:
What problem do you solve?
How do you want people to feel when they hear your name
Are you building a personal brand, or a business that could grow beyond you?
Examples:
A service-based creative business might choose something short and clever.
A more corporate-facing business might go for trust, clarity, or professionalism.
2. Check If It’s Available (Everywhere)
This step often gets skipped — and it causes huge headaches later.
Check that your name is available:
As a domain (especially the .com or local equivalent)
On social media handles
With your country’s business registry (Companies House in the UK, for example)
Tools like Namechk, GoDaddy, or instantdomainsearch.com are great for this.
3. Make It Easy to Remember, Spell & Say
If someone heard your business name once, could they remember it tomorrow?
Could they type it into Google without guessing the spelling?
Would it look good on a website, invoice, or proposal?
Avoid:
Complicated spellings or made-up words
Long, clunky phrases
Names that are too similar to other businesses
Clarity > Cleverness. Always.
4. Don’t Box Yourself In
Choosing “Sarah’s Social Media Services” might feel clear now — but what if you offer branding, content creation, or consulting later?
Pick something that can grow with you.
It’s okay to be specific, but not so narrow that you outgrow it in six months.
5. Trust Yourself — and Test It
Once you’ve narrowed it down, say it out loud. Write it in a sentence. Imagine it on a logo or in an email signature.
Still feel good? Then ask a few trusted people what they think — not to get permission, but to get perspective.
If it feels right and ticks the boxes? You’ve got your name.
Common Mistakes to Avoid:
Picking a name that’s already taken or trademarked
Choosing something too trendy that won’t age well
Making the name too long or difficult to say/spell
Using inside jokes or personal references no one else understands
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