How to come up with a business name: The complete step-by-step guide

To come up with a business name, you need to combine creative brainstorming with practical tools to find a name that’s memorable, legally available, and aligned with your brand.

Here’s how you’ll do it:

1. Use specific brainstorming techniques to generate ideas.
2. Make sure your name is unique and reflects your brand.
3. Keep it easy to spell, pronounce, and remember.
4. Choose a name that won’t limit your future growth.
5. Avoid trademarks and check online availability.

A lot of people don’t realize that coming up with a business name is a process. You’ll need to generate ideas, test them against what actually works, and then make sure your favorite option is something you can actually use.

This guide will walk you through that entire process, from your first brainstorming session to registering your final choice. By the end, you’ll have everything you need to pick a name that works for your business both now and in the future.

Ready to discover your new business name? Let’s get started.

Why a strong business name matters

A strong business name matters because it builds trust and credibility with potential customers. A professional name makes your business seem established and reliable, while a confusing or unprofessional name can make people question whether you’re legitimate.

But what makes a business name strong? It’s one that is memorable, easy to pronounce and spell, and gives people a sense of what your business is about. It should also work well across different platforms, from your website to your social media handles.

Most importantly, it should feel authentic to your brand and resonate with the customers you want to attract. Choosing the right name goes hand in hand with understanding why you need a domain name, since both shape how your business is perceived and how easily customers can find you online. And when you’re ready to expand or pivot your business, the right name gives you flexibility rather than boxing you into one specific product or service.

How to brainstorm powerful business names

The goal here is to give you a structured approach that can help you come up with a powerful business name. Brainstorming works best when you have specific techniques to guide your thinking and generate a lot of ideas quickly.

We’ll explore three key approaches: creative techniques that stimulate your mind, digital tools that expand your initial ideas, and ways to find inspiration from other industries. Try to use all three together, and don’t rely on just one method.

Before we start, set yourself up for success. Block out at least an hour of uninterrupted time, grab a notepad (or open a document), and write down every idea, even the ones that seem silly. You can always filter later, but you can’t use ideas you don’t record.

1. Unleashing creativity: brainstorming techniques

Here are specific techniques that can help you generate name ideas from different angles. Set a timer for 10-15 minutes for each method to keep momentum going. Try to move quickly and avoid overthinking.

Start with yourself

Write down words that describe you, your background, your values, and what matters to you about this business. Include your hobbies, where you’re from, and what you’re passionate about. Sometimes the best names come from personal connections that feel authentic to who you are.

Examples:

• Oakwood (you grew up on Oak Street)
• Summit Solutions (you love hiking)
• Riverstone Consulting (combining your hometown river with a rock collecting hobby)
• Brooklyn Bites (you’re from Brooklyn and starting a food business)
• Midnight Creative (you do your best work late at night)

Tell your story

Think about why you’re starting this business and what change you want to make. What’s the story behind your company? Write down keywords from that story as they might spark name ideas that capture your mission.

Examples:

• Second Chance Pet Rescue (giving animals another opportunity)
• Bridge Financial (helping people cross financial gaps)
• Fresh Start Cleaning (new beginnings for messy spaces)
• Breakthrough Tutoring (assisting students to overcome learning barriers)
• Restore Home Services (bringing homes back to life)

Emotional brainstorm

How do you want customers to feel when they interact with your business? Excited, calm, confident, inspired? Write down those emotions, then think of words that could create those feelings. A name that evokes the right emotion can be incredibly powerful.

Examples:

• Tranquil Spa Services 
• Bold Marketing Co. 
• Spark Creative Agency 
• Embrace Wellness Center
• Thrive Business Solutions

Wordplay and combinations

Take words related to your business and rearrange them. Combine two words, drop letters, and add prefixes or suffixes. Think about rhymes, alliteration, or puns. Don’t worry if they sound weird at first, as some of the best brand names started as wordplay experiments.

Examples:

• Brewtiful Coffee 
• Pawsome Pet Care 
• Byte-Size Tech Support 
• Plant Parenthood 
• Flour Power Bakery

Use your own name

Consider variations of your name, your family name, or names that are meaningful to you. This works especially well for personal service businesses or if you plan to be the face of your brand.

Examples:

• Martinez Marketing
• Sarah’s Strategic Solutions
• The Johnson Group
• Miller & Associates
• Chan Creative Studio

Mash-ups

Combine parts of different words to create something new. Take the first part of one word and the ending of another. This is how names like Microsoft and Netflix were created.

Examples:

• Fitology (fitness + technology)
• Shopwise (shop + wise)
• Cleanetics (clean + genetics)
• Foodtopia (food + utopia)
• Technovation (technology + innovation)

Foreign and local words

Look up words in other languages that relate to your business, or explore local slang and regional terms. Sometimes a word from another language captures exactly what you want to say, and local terms can create a strong community connection.

Examples:

• Vida Health (vida means life in Spanish)
• Lumière Photography (lumière means light in French)
• Bella Casa Interiors (bella casa means beautiful home in Italian)
• Kaizen Consulting (Japanese for continuous improvement)
• Y’all Come Back Now Diner (regional expression)

2. Leveraging tools for name generation

This step focuses on using tools that can show you name variations you might not have considered. They can tell you if domains are available and suggest combinations or alternatives that might work better than your original ideas.

The key to using all these tools is to modify their suggestions, combine them with your own ideas, or use them in a completely new direction.

Here are helpful tools to try:

AI business name generators

Start with an AI business name generator. These tools can quickly come up with hundreds of options based on descriptions you provide. Simply enter words related to your business, industry, or the feeling you want to create. While not every suggestion will be perfect, they’re great for sparking new directions you hadn’t considered.

Here are some suggestions you might get for a business selling handcrafted wooden coffee tables:

Domain name checkers

These tools help you see what domains are available and can suggest variations of names you’re considering. They’ll often show you alternative extensions (.net, .co) if your preferred .com isn’t available, and some will suggest related names that are still available.

Keep in mind that premium domains can be expensive, so it’s worth understanding how much a domain name costs before you get too attached to a specific option.

Thesaurus

Take the words from your brainstorming session and run them through a thesaurus. Look for synonyms that sound more interesting or professional. Sometimes the perfect name is just one synonym away.

Rhyming dictionaries

If you want a catchy, memorable name, rhyming dictionaries can help you find words that sound good together. They’re handy for retail businesses or any company that wants a playful, approachable feel.

3. Gaining inspiration from other industries

Looking at how other industries name their businesses can give you fresh ideas and show you what works well. The goal isn’t to copy but to understand the strategies behind effective names and apply those principles to your own business.

When you study names from different industries, ask yourself: What makes this name memorable? How does it communicate the brand’s personality? What feeling does it create? Then consider how you could use similar approaches for your business.

Tech startups

Tech companies are great at creating memorable names that sound modern and innovative. They often combine syllables, use unexpected letter combinations, or create entirely new words.

Names like Uber, Lyft, and Zoom feel fresh and stick in your mind. For your business, try something like Nexify, Blendly, or Flowco.

Fashion and beauty brands

These industries are good at creating names that evoke emotion and paint a picture. They use words that create a certain mood and balance being aspirational with being relatable.

Sephora, Urban Outfitters, and Glossier all do this well. You could adapt this with names like Radiant Wellness, Elevate Fitness, or Pure Spaces for interior design services.

Food and beverage companies

Restaurant and food brands know how to create names that either tell you exactly what they do or make you hungry and curious. They’re also good at wordplay and puns that work well without being too cheesy.

Shake Shack, Sweetgreen, and Chipotle are good examples of this approach. Consider names like Fresh Harvest for a meal delivery service, The Daily Grind for a local coffee shop, or Flourish Bakery for scrumptious baked goods.

Consulting and professional services

These businesses often use names that convey trust, expertise, and reliability while still being memorable. They might use the owner’s name, describe what they do, or take a more abstract approach, but they all sound professional and authoritative.

Deloitte, McKinsey, and Accenture each take different approaches, but all sound authoritative. You might try Cornerstone Advisors, Catalyst Coaching, or Precision Legal.

Entertainment and media

This industry knows how to create names that grab your attention right away. They often use rhythm, alliteration, and unexpected combinations to create names that people want to say out loud.

BuzzFeed, TikTok, and Spotify are all instantly recognizable and fun to say. Apply this to names like Snap & Share for photography, Rhythm & Rhyme for music lessons, or Pixel Perfect for graphic design services.

Key characteristics of a powerful business name

Your business name is the foundation of your brand identity, representing what you stand for and what you offer.

But what actually makes a business name work well? It comes down to a few key factors: how unique your name is and whether it fits your brand, how easy it is for people to spell and say, and whether it can grow with your business as you expand.

Let’s look at each of these and why they matter for your business name.

Is your business name unique and brand-aligned?

The best names are unique enough to be memorable and aligned enough to make sense.

Think about it this way: if someone hears your business name without any other context, what would they assume about your company?

Your business name should feel like it was made specifically for your business, not like something generic that could work for anyone.

Uniqueness. This is a trait that distinguishes your business from competitors and makes it easier to remember. Here’s what a unique name does:

• Avoids confusion with existing brands.
• Aids memorability and recall.
• Helps with word-of-mouth marketing.
• Makes it easier to secure matching domain names and social media handles.
• Reduces legal risks from trademark conflicts with similar names.

Brand alignment. It reflects your core values, mission, and personality. Specifically, it:

• Communicates your product, service, or industry.
• Resonates with your target audience.
• Supports your brand story and feels authentic to your business.
• Creates consistency across all your marketing channels.
• Helps attract the right customers who connect with your values.

Ensuring your name is easy to spell, pronounce, and remember

A great business name should sound natural, be straightforward to understand, and stay in people’s minds.

The real test is simple: can someone hear your business name once and then easily tell someone else about it later? If they can repeat it, spell it, and remember it without effort, you’ve got a winner.

Simplicity. A name that is easy to understand and grasp quickly.

• Avoids complex words or industry jargon.
• Makes your business accessible to everyone.
• Reduces confusion about what you do.
• Works well in conversation and marketing.
• Helps people connect with your brand immediately.

Easy to say and spell. A name that is intuitive to pronounce and spell correctly.

• Minimizes errors when people search for you online.
• Enhances word-of-mouth marketing effectiveness.
• Prevents awkward moments when sharing your name.
• Makes it easier for customers to find your website.
• Reduces miscommunication in phone calls and referrals.

Memorable. Sticks in customers’ minds when they need your service.

• Easy to remember when customers need your product or service.
• Creates a lasting impression.
• Uses rhythm, alliteration, or vivid imagery effectively.
• Stands out for the right reasons, not gimmicks.
• Easy to repeat and remember.

Future-proofing your business name for growth

Your business name needs to work now and for where you want to be in five or ten years.

You don’t want to be stuck explaining why College Town Coffee opened in a retirement community, or why Tiny Home Builders now constructs luxury mansions.

Think about your long-term vision and choose a name that can handle whatever direction your business might take.

Scalability. A scalable name won’t limit future expansion into new products, services, or markets. Here’s why it works:

• Avoids overly specific references that might become outdated.
• Allows you to add new offerings without confusing customers.
• Works if you expand to different locations.
• Supports growth without needing a costly rebrand.
• Doesn’t box you into one narrow category.

Positive associations. Has positive or neutral meanings in different cultures.

• Avoids unintended negative meanings in other languages.
• Works well if you plan to expand internationally.
• Doesn’t rely on local slang that others might not understand.
• Stays professional across different markets.
• Prevents awkward cultural mix-ups.

Different types of business names explained

Understanding the different types of business names can help you make a strategic choice that aligns with your brand goals. Each type has its own advantages and works better for certain kinds of businesses.

Recognizing these categories helps you think through what approach might work best for your situation. Some names tell customers exactly what you do, while others create intrigue or convey a feeling. Some use the founder’s identity, while others invent something completely new.

Let’s examine the main categories of names to see which approach is right for your business.

Descriptive, abstract, and acronym names

Understanding three of the main types of business names can help you choose an approach that fits your business goals and growth plans.

Descriptive names

Clearly states what the business does, sells, or offers. They’re straightforward and functional, making it immediately obvious what customers can expect.

Examples include Budget Car Rental, Whole Foods Market, and American Airlines.

The advantage is instant clarity, but they can limit your growth if you eventually want to expand beyond that description.

Abstract names

They don’t directly describe the business but create a feeling or an impression. They’re often connected to real-world objects or concepts, but they’re not associated with the meaning of those words. These names can become powerful brands through marketing and customer experience rather than their literal meaning. 

Think of names like Apple, Nike, or Amazon. Amazon is a river, and the company is an online retailer. No direct correlation between the two, and yet the name works.

Abstract names give you maximum flexibility to grow and change, but they require more effort to build recognition and explain what you do.

Acronym names

These names use initials or letters, often from longer descriptive names or founder names.

Examples include IBM (International Business Machines), KFC (Kentucky Fried Chicken), and UPS (United Parcel Service).

They work well when the full name becomes too long or cumbersome, but they can be hard to remember unless they’re backed by significant marketing or if the letters themselves are meaningful.

Geographical, compound, and founder names

These additional types of business names give you even more options to consider for your brand strategy.

Geographical names

These usually incorporate a specific location, region, or area into the name. They can build a strong local identity and community connection, making customers feel like they’re part of their neighborhood or region.

Examples include Arizona Iced Tea, California Pizza Kitchen, and Boston Market.

These names work great for building regional identity, but they can make expansion challenging if customers assume you’re an outsider or only serve your original location.

Compound names

These names combine two separate words to create something new and memorable. This approach lets you merge different concepts or benefits into one cohesive name.

Think of names like Facebook, Microsoft, or FedEx.

Compound names can be very descriptive and memorable, but they need both words to work well together and not create confusion.

Founder names

This approach uses the name of the person or people who started the business. It creates a personal connection and can build trust through the founder’s reputation and story.

Examples include Ford (Henry Ford), McDonald’s (Dick and Mac McDonald), and Johnson & Johnson (James Wood Johnson and Edward Mead Johnson).

Founder names work especially well for professional services and personal brands, but they can create challenges if you want to sell the business or if the founder’s reputation changes.

Legal and practical considerations for your business name

Once you’ve got some name ideas you like, it’s time to make sure you can actually use them.

You’ll need to verify that your chosen name doesn’t conflict with existing businesses, trademarks, or domain names and that it works across all the platforms where your business will operate.
Before moving forward, it’s a good idea to understand how to trademark a business name to ensure your brand is legally protected and truly available.

These checks might seem like the boring part, but they can prevent legal headaches and business problems later on.

How to check business name, domain, and social media availability

Let’s walk through the specific checks you need to make and how to do them correctly.

Business name registration check

Start by checking if your name is already registered as a business in your location.

Business registration is location-specific, so the same name might be available in your area even if it’s taken elsewhere.

In the US, visit your Secretary of State’s website and search their business database. In the UK, check Companies House. This tells you if someone else has already claimed the exact name or something very similar.

Trademark search

Check your country’s trademark database to see if your name is already protected.

In the US, search the Patent and Trademark Office (USPTO) database. In the UK, use the Intellectual Property Office database.

This is crucial because trademark rights can extend beyond local boundaries and cover similar names in the same industry. A trademark conflict can force you to rebrand entirely, which is expensive and disruptive.

Domain availability

Use a domain name search tool to check if your preferred web address is available.

Try different variations and extensions (.com, .net, .org) to see what’s available. If your exact match isn’t available, consider slight variations, but make sure they’re still easy to remember and type.

Social media handles

Check major social platforms to see if your business name is available as a username or handle.

Consistent naming across platforms makes it easier for customers to find you and strengthens your brand recognition.

Google search test

Do a thorough Google search of your potential name. Look for competing businesses, negative associations, or anything else that might cause confusion.

This gives you a sense of what customers will find when they search for your business name.

Common pitfalls to avoid when naming your business

Learning from common naming mistakes can save you from costly rebranding and help you choose a name that works long-term.

Here are the most common mistakes people make when choosing business names, and how to avoid them:

Being too trendy

Avoid names that rely heavily on current slang, pop culture references, or trendy spellings.

What sounds good today might feel dated in a few years. Names that play on current slang, like Lit Marketing Co. or Yeet Delivery, can quickly become embarrassing as trends change. Stick with something that will age well.

Making it too complicated

Don’t create names that are too hard to spell, pronounce, or remember just for the sake of standing out. If people can’t easily share your name or find you online, you’re making marketing much more challenging for yourself.

Avoid names with unnecessary extra letters like Phaarmacy Plus, confusing spellings like Djennifer’s Djym, or overly creative spellings that can be confusing, such as Bheauti Parlor.

Being too literal

While descriptive names can work, being overly specific about what you do can box you in later.

Bob’s iPhone Repair, Downtown Cupcakes, or Wedding Cake Boutique could all work until you want to expand your offers.

Think about how your business might evolve and choose a name that gives you room to grow.

Ignoring your audience

Your name should make sense to the people you want to serve. A playful, casual name might work great for a kids’ party business, but could hurt credibility for a financial planning firm.

Names like Glitter Financial or Cutie Pie Legal Services might alienate professional clients who expect a more serious tone.

On the other hand, Prestigious Children’s Entertainment, or Distinguished Taco Distribution, sounds stuffy for businesses that should feel fun and approachable.

Rushing the decision

Don’t pick the first name that sounds decent or choose something just because the domain is available.

Names chosen hastily often end up being generic options that don’t help you stand out, like ABC Services, Quality Plus Solutions, or Best Choice Company.

Take time to test your top choices with friends, potential customers, or business mentors.

Forgetting about the future

Consider how your name will work as your business grows. Will it make sense if you franchise, sell the business, or expand internationally?

Names like College Town Pizza or Affordable Auto Repair work fine initially, but can limit you as you scale or circumstances change.

Your next steps to launching your brand

Now that you understand how to create a powerful business name, it’s time to put everything into action.

You’ve learned brainstorming techniques, what makes names effective, and how to avoid common pitfalls, but the real work starts with implementing what you’ve learned.

Start your brainstorming sessions. Set aside dedicated time to work through the creative techniques we covered. Don’t try to do everything in one sitting. Instead, spread it out over several days. Focus on quantity first, then narrow down to quality options later.

Test your top choices. Once you have 5-10 names you like, test them with people who represent your target audience. Say the names out loud, write them down, and imagine them on business cards and websites. Get honest feedback about which ones are memorable and feel right for your business.

Do your legal checks. Run your final few candidates through all the availability checks we discussed, like business registration, trademark searches, domain availability, and social media handles. Don’t skip this step. It’s better to find conflicts now than after you’ve started building your brand.

Secure your digital presence. Once you’ve chosen your name and confirmed it’s available, move quickly to secure your domain and social media handles. Even if you’re not ready to build a website immediately, thinking about what to do after you’ve bought a domain can help you set up the basics.

Make it official. Register your business name with the appropriate authorities and consider trademark protection if you plan to grow significantly. This protects your investment in building brand recognition.

Your business name is a crucial foundation for your business journey. Take the time to get it right, and you’ll have a name that grows with your business and helps you stand out in your market.

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