How To Choose The Perfect Name For Your Business

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Congratulations on taking the big step of starting your own business. Or perhaps you’ve been working under the umbrella of one name for years, and you’ve committed yourself to a rebrand that will represent your business more accurately. You’ve likely finished every other facet of your brand except this pesky business name. It can be a torment trying to choose the perfect name for your business. 

Before we start giving you tips on how you can choose that excellent brand name, here are some you things you can’t do due to legal reasons – which might help you narrow some names down:

State and Federal legislation have policies set into place to protect business names and entities within the United States. These include choosing brand names that are misleading, too close to other established businesses (for misleading or trademark), or adding a professional designation to your brand when you don’t have one, for example, calling yourself Fred & George Inc. when you’re business isn’t incorporated. These technicalities become more intense once you go to register your brand.

Once you’ve read up on your restrictions surrounding a business name, it’s time to find something perfect for your brand finally. Something you won’t want to change a year down the road. 

• Take a look at your competition for inspiration but not imitation. The last thing you want is to start a battle with another business on being too close in their name – and it can also lead to mistakenly losing customers who go to them instead. Instead, see what other companies are doing and how they chose their name, then follow the same mindset. 
• Think about how easy it will be to remember and search for your business name. Did you purposely spell the name wrong for style? What if no one else notices and they can’t find you online? Did you pile on a bunch of words to fit everything in (think: George’s Emporium of Treats and Snacks for Everyone)? When you could cut off the fluff and stick to what it comes down to. 
• Who are you? Your name should have some relation or recognition to who you are from your customers or potential leads. If someone sees your business name, are they going to have an impression of what you do or offer or will they have to do more research? Having them click and find out who you are isn’t a bad thing. It can ignite curiosity if you market yourself correctly. We bet no one knew who Spotify was until they visited the website and saw the clever ads and logo.  

Don’t be afraid to get creative with your business name. Make sure it’s something you like, but don’t get too picky. It’s not set in stone and can evolve as your brand does, but remember that as you build brand loyalty, your business name will be part of your identity. You wouldn’t change your first name without putting thought into the decision because it will lead to confusion. 

Interested in learning more about what else goes into building the perfect brand identity? Check out the rest of our blog and feel free to reach out for a conversation today.

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